Marketing Plan for McDonald's

This article discusses the marketing plan for McDonald's, including the use of marketing mix, tactics, and strategies to achieve business objectives. It explores the comparison between McDonald's and Burger King in applying marketing mix, evaluates different tactics used by McDonald's, and provides insights into their marketing plan. The article also highlights the importance of technology, public relations, and the 7P's in McDonald's marketing strategy.

Marketing Essentials
(Project-2)

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
1.1 Comparing the ways in which McDonald's and Burger King apply marketing mix to
marketing planning process to achieve objective. (P3)..........................................................1
1.2 Evaluating different tactic's applied by McDonald's to demonstrate how business objective
can be achieved. (M3)............................................................................................................4
TASK 2 ...........................................................................................................................................5
2.1 Producing and evaluating marketing plan for McDonald's. (P4).....................................5
2.2 Producing coherent evidence based marketing plan for McDonald's. (M4)....................5
2.3 Designing a strategic marketing plan that applies the use of 7P's to achieve overall
marketing objective for McDonald's. (D2).............................................................................6
CONCLUSION................................................................................................................................7
REFERENCES................................................................................................................................8

INTRODUCTION
In this fast-changing world where everything is based on the technology and
innovation and all these things need to be put before the world. All the products and
services which an organisation is offering to its customers in the marketplace need to
be marketed. Doing marketing means telling the customers and prospects of the
organisation about products of the company and perusing them to buy the product.
Marketing functions involve all such activities by which the customer will come to
know about product like promotion, distribution, selling and marketing research. In
the present report on Burger king which is an emerging fast food company uses the
7P's of marketing mix. Also, see how Burger King is preparing the marketing plan and
increasing its sales and growing in the market. This report will also include the
strategy of marketing and how McDonald's is using strategic marketing plan in
achieving the overall marketing objective.
TASK 1
1.1 Comparing the ways in which McDonald's and Burger King apply marketing mix
to marketing planning process to achieve objective. (P3)
McDonald's is an American company, famous and most popular fast food chain
restaurant worldwide known for its burgers, fries and fried chicken. McDonald's has
very improved and well skilled workers and is a market leader and operating
worldwide. Burger King is the emerging fast food chain restaurant who is giving
McDonald's a tough composition in the industry (Hult and Ketchen, 2017).
McDonald's is also giving importance to marketing and selling of its food and because
of this it is able to grab larger share of market. Burger King being the market emerger
should follow the market leader and its policies and planning to achieve its objective.
McDonald's is using the elements of marketing mix in marketing planning and
thus achieve the business objective efficiently. The marketing mix involves product,
price, promotion, place, physical evidence, people and process the 7P's of marketing.
Both the company McDonald's and Burger King will be using these marketing mix in
achieving the market objectives but in different ways. They both focus on grabbing
larger portion of market share by applying marketing mix in their functions. But there
1

are some differences in there use and application of 7P's in achieving the marketing
and overall objectives (Singh and etnl., 2017). As both being the service based firms
are using the 7P's according to their vision and mission to grow or to sustain in
market.
Marketing mix (7P's) McDonald's Burger King
Product mix (service) It focuses on the taste and
quality of products and also
give the best service to its
customer. As McDonald's is
the market leader so it wants
to remain on that position so
by giving the best quality of
products and fast service.
This being on the second
position in the fast food
industry want to be on first this
can only happen when it
focuses on the taste and quality
of product. It also needs to
apply the technology in its
services.
Price mix The price of McDonald's is
almost the same all over the
world as it is following one
price per product policy
worldwide which is very
effective to earn the profits. It
also provides the combo
meals to its customers which
can be plus point in the price
mix of McDonald's.
Burger King is not providing
same price all over the world
as the price of the same
hamburger will be different in
USA or in UK (Hult and
Ketchen, 2017). So, this
needs to be improved but it is
providing some discount
coupons to its regular customer
to maintain them.
2

Place mix McDonald's is a worldwide
company operating in almost
all the countries of the world.
It is having its outlets or
restaurants in every city and
also having the franchise in
some cities of the world.
There are 36525 restaurants
in 119 countries of the world.
Burger king is also operating
on a worldwide level. But only
in 100 countries with 15738
outlets of the world that too on
a smaller level as compared to
that of McDonald's. It has no
connections with the local
franchising firms which is the
major drawback.
Promotion mix The promotion and
advertising policy of
McDonald's is very efficient.
It mainly targets the age
group from 5 to 25 years and
then do the promotion of the
products. Time to time it
offers the special gifts and
toys for kids which is the
main marketing tool of
McDonald's.
Burger king from time to time
has introduced many
promotional tools in the market
same of them were successful
and others being unsuccessful.
But Burger King still does not
have very good or sustainable
promotional tool with it like
McDonald's have.
Physical evidence This is the best kind of
marketing mix which
McDonald's is having. As the
physical evidence of
McDonald's is there in almost
every city of all countries in
world. All the outlets of
McDonald's are very well
suited for the customers.
Burger King is also having the
outlets worldwide with all the
best suited facilities in them
and are liked by the customers
as well.
Process mix The service delivery of
McDonald's is very fast and
quick. They also handle
The service process of Burger
king is also as good as that of
McDonald's is having and also
3

complaints of their all
valuable customer timely and
solve it (Atwal and
Williams,2017). It also
provides the home delivery of
its almost all products.
handles and solves their
problems. But Burger King is
not having home delivery of its
products in all the cities and of
all the products.
People mix The employees of the
company are its main
resources as they are the one
who make company more and
more effective in its service
and products. McDonald's is
hiring the best quality of
skilled workers and employees
who are the essence of the
company.
Burger King is also hiring the
best quality of personal in all
departments. It need to focus on
the quantity of staff as there is
always the shortage of staff
because of which the customer
and the staff faces the problem
time to time.
All these are the different ways how both the firms including McDonald's and Burger
King is applying the 7P's of marketing mix in achieving the goal and the target of
business (Handrian, 2017).
1.2 Evaluating different tactic's applied by McDonald's to demonstrate how business
objective can be achieved. (M3)
McDonald's being the market leader in the fast food industry epitome on its
limited assets on greatest possibility to gain the sale and to succeed in competitive
advantages. The focus of McDonald's is on the marketing strategy and on public
relation and this is the secret how it becomes the global branding success (Kraak and
etnl., 2017). McDonald's is also increasing the use and implementation of technology
and innovation in its products and services like using Facebook and Twitter in the
promotion of the products. It is ranked the 6th most important and trusted brand in the
world and the most visited restaurant just by gaining the market share by its qualified
management team. And McDonald's lay a strong emphasis on the application of
4

marketing operations and analysing the marketing strategy. There are different tactics
which is applied by McDonald's its increases the sales and grow in the market like use
of technology, maintaining the relation with public, use of 7P's in the marketing
strategy, advertising and promotional activities, branding, maintaining quality of
product and services and all are different in different countries.
 Use Of Technology- McDonald's is using the technological reforms in
transformation of its products and services very much. This change and use of
technology is aiming to serve its customers as it is trying to keep up with the
local rivals (Liu and etnl 2017). The use of mobile app and kiosks are
increasing for McDonald's in many countries including USA and allowing the
customers to order customized sandwiches. Technology is very important in
every part of company whether production department or in marketing
department. But in McDonald's it will be very significant in marketing
department which will be implementing technology in promoting their products
and services.
 Public Relation- this is the major strength of McDonald's as it is the public's
favourite global food chain restaurant. McDonald's had a huge expansion into
market and became the symbol of globalization. It is having good and healthy
relations with the customers, media, governments, rivals and with suppliers as
well (Patil and Bach, 2017). And this relationship is increasing by doing online
marketing and advertising on TV, radios and print media.
 Use Of 7P's In The Marketing Strategy- as stated above McDonald's is
efficiently using all the 7P's of marketing mix and this is increasing its sale and
helping the company to grow. The use of marketing mix in a right way is
helping the company in achieving the business objective. If the company are
using the 7P's in the formulation of the strategies which they are implementing
then it will be easy for them in decision making process of company (Liu and
etnl 2017). 7P's will be making correct path on which company must be
working and getting their desire or objective fulfilled.
5

TASK 2
2.1 Producing and evaluating marketing plan for McDonald's. (P4)
For McDonald's to grow and sustain as the market leader in world it surely
needs to have a good marketing plan (Barce and Bauer,2017). Which includes
business objective, 7P's, marketing research, target market and monitoring.
 Business Objective- the plan of business about what would be the goal of the
company is included in business objective. This also include how will
McDonald's achieve the set target and planning according to the target.
 7P's- the efficient use and implementation of 7P's is also importance as include
the overall elements of McDonald's which will be working for the company.
This includes product, price, promotion, place, physical evidence, people and
process.
 Marketing Research- after setting the target and objective it need to do the
market research (Atwal and Williams,2017). The process of market research
includes identifying how much the McDonald's know about the exit and
potential customer and identifying the market, market size and value of market.
 Target Market- after the research it need to set the target market or to whom
to sell the product and who are the worthy or loyal customers of McDonald's
(Barce and Bauer,2017). This is done to so that McDonald's can easily have the
list of the people who are involved as their customer like offering ice creams
for young age people and children they are regarded as their target market of
ice creams.
 Monitoring- this is the monitoring factor which are prevailing inside and
outside the organisation and that they are changing during the time. The macro
environment factors like visiting a trade show and collecting competitors
information (Nishikawa and Ogawa, 2017).
2.2 Producing coherent evidence based marketing plan for McDonald's. (M4)
As McDonald's is about to introduce a new product in the market which is a
chicken burger. So for this McDonald's need to produce a coherent evidence based
6

marketing plan which will certainly include the above all mentioned factors and others
as well. They are SWOT analysis, PESTLE analysis, STP approach, business
objective, marketing mix and marketing research.
 STP approach- this marketing approach include doing the segmentation of the
customer base, targeting the market and customer and positioning of the brand
in market (Colby and Byrd-Bredbenner, 2017). As McDonald's is set to launch
new chicken burger which will be included in the menu very soon.
Segmentation- McDonald's will divide the market and customer into various parts
according to the age, size, demographic, etc., This division is necessary as to set the
target of chicken burger as some parts where chicken is not eaten then that part will
not be selling chicken burger.
Target- after the segmentation is over McDonald's will be setting the target as to how
much to sell in that part and how to do that (Wellington, 2017). It will decide the
marketing strategy and can target them for chicken burger.
Positioning- in this part of approach McDonald's will be positioning its product in the
market as to what level it can give the profit to McDonald's. This will be done so that
they can make profits out of the positioning which they are doing of the firm.
SWOT analysis- this stands for the strength, weakness, opportunity and threats and
will identify these factors which are significant for achieving the objective.
Strength- the characteristic of the business and chicken burger which is giving the
advantages over the other rivals in the industry selling the same product which can be
its taste and price.
Weakness- they are the external factors of McDonald's chicken burger which are
effecting its sales and profits. Can be the rivals selling the same kind of product.
Opportunity- the external chance of industry to make greater sale and profits in the
environment by chicken burger.
Threats- all the elements which can create loss or trouble for the company and chicken
burger are the threats.
7

2.3 Designing a strategic marketing plan that applies the use of 7P's to achieve overall
marketing objective for McDonald's. (D2)
The strategic marketing plan in McDonald's is using the 7P's to achieve the
overall objective of the firm in the market (Hult and Ketchen, 2017). The 7P's include
product, price, promotion, place, physical evidence, people and process. Strategic
marketing plan include the planning and controlling of marketing department which
will be helping them to fulfil their need of increased demand and profits.
Marketing mix (7P's) McDonald's
Product mix (service) Chicken burger will be the product of McDonald's and the aim
will be increasing the sale of it.
Price mix The price would be set by the company and management of
McDonald's. Like $1.2 in whole world
Place mix It will be available to all the outlets of McDonald's like in kiosks,
retail outlets, whole sale one, breakfast outlets and 24*7 outlets.
Promotion mix It will be doing the online i.e. on mobile app, online websites,
social media etc. as well as offline i.e. print media.
Physical evidence The quality of service and the taste of the product will be very
good and according to the McDonald's standard.
Process mix The process followed by McDonald's will be very good and fast.
People mix The people involved in the making of chicken burger, promotional
activities and the selling will all be very good.
CONCLUSION
From the above report on principles of marketing of both the market leader in
fast food chain industry i.e. Burger King and McDonald's it is clear that without
marketing the company can not perform. In the report it was concluded that the use of
7P's in both company in some aspect differ and in some aspect are the same.
McDonald's to launch the new chicken burger should first do the market planning and
research before selling or making the product. Both the companies should be engaged
in more and more use of marketing mix elements so that they can identify their target
8

market and achieve the goal of company. Marketing department will be working with
all the other departments so that financial goal of company is attained and they are
growing in market as well.
9

REFERENCES
Books and journals:
Atwal, G. and Williams, A., 2017. Luxury brand marketing–the experience is
everything!. In Advances in Luxury Brand Management (pp. 43-57).
Palgrave Macmillan, Cham.
Barce, R and Bauer, J., 2017. Ring Video Doorbell Marketing Plan.
Colby, S., . and Byrd-Bredbenner, C., 2017. A Social Marketing and
Environmental Change Intervention: Get Fruved Years 01-03. Journal of
Nutrition Education and Behavior. 49(7). pp.S112-S113.
Handrian, K., 2017. The impact of marketing mix on repurchase intention
through brand loyalty in McDonald's Surabaya (Doctoral dissertation,
Widya Mandala Catholic University Surabaya).
Hult, G. T. M. and Ketchen, D. J., 2017 Disruptive marketing strategy. AMS
Review, pp.1-6.
Kraak, V., and etnl., 2017. Progress Evaluation for the Restaurant Industry
Assessed by a Voluntary Marketing-Mix and Choice-Architecture
Framework That Offers Strategies to Nudge American Customers toward
Healthy Food Environments, 2006–2017. International Journal of
Environmental Research and Public Health. 14(7). p.760.
Liu, Y., and etnl 2017. The Effects of Products’ Aesthetic Design on Demand
and Marketing-Mix Effectiveness: The Role of Segment Prototypicality
and Brand Consistency. Journal of Marketing. 81(1). pp.83-102.
Nishikawa, H., and Ogawa, S., 2017. The value of marketing crowdsourced new
products as such: Evidence from two randomized field experiments.
Journal of Marketing Research.
10

Patil, D. D. and Bach, C., 2017. Marketing-Mix For Strategy Building.
Marketing. 4(4).
Singh, S., and etnl., 2017. Role of Social Media Marketing In Brand Building:
The New Age Marketing Strategy. International Journal of Scientific
Research. 5 (9).
Wellington, 2017. Measuring the Impact of a Marketing Simulation Game:
Experience on Perceived Indecisiveness. Simulation & Gaming. 48(1).
pp.56-80.
11

12

13

14

15

16