Marketing Essentials and Management Principles

The provided document is an assignment that covers essential concepts in marketing and management. It includes a list of references from published articles and books on the topic, providing a comprehensive overview of marketing principles, digital age marketing strategies, and essentials for success in various fields such as dentistry and human resources marketing. The document also includes a section on performance marketing with Google Analytics and environmental protection.

MARKETING ESSENTIALS

Table of Contents
INTRODUCTION ..........................................................................................................................1
TASK 1............................................................................................................................................1
P1 Key responsibilities and roles of the marketing function .....................................................1
P2 Responsibilities and roles of marketing relating on McDonald's in wider context ..............3
TASK 2............................................................................................................................................6
P3 Marketing mix to the planning process to achieve McDonald's objectives...........................6
TASK 3............................................................................................................................................9
P4 Basic marketing plan for an organisation..............................................................................9
CONCLUSION..............................................................................................................................11
REFERENCES..............................................................................................................................12
.......................................................................................................................................................13

INTRODUCTION
Marketing is a process by which business establishes strong customers relationship to
capture value from buyers in return. It is an activity in which need of consumer are identified and
then products are made according to their sapecifications.. This report is based on McDonald's
which operate fast foot restaurants . They are here across the universe and at almost 36900 areas.
They have very explicit mission as well as vision, which is to develop and design their creative
services and innovative products (Al-Ekam, and et.al., 2012). This report has key responsibilities
as well as roles of marketing activity such as function and their effect on the enterprise. with the
help of marketing the objectives that have been set will be achieved by McDonald's.
TASK 1
P1 Key responsibilities and roles of the marketing function
Marketing is an essential sector in every business become it play vital role in
improvement of company and reduce various kin of difficulties that an industry face at the time
of execution of policies. There are different functions of marketing which have been used by
McDonald's in order to achieve better results easily.
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Illustration 1: Marketing functions of McDonald
(Source Marketing functions of McDonald, 2019)
Promotion: It is one of the important and essential function of the marketing which is beneficial
for the company in order to attract large number of the customers. Company apply different
methods such as advertisement, promotion, public relation and another factors. For example:
McDonald’s offers discount coupons and freebies for different products and product bundles, as
a way of attracting large number of customers. As it will support an organisation by improving
its brand image and goodwill in customer's mind and in the marketplace.
Price: It is define as a monetary transaction which is important for the company. In this way they
set affordable price of product. Less price is attract the large number of the customers due to
particular product or services. For example, customers of McDonald's can buy a Happy Meal or
an Extra Value Meal in order to optimize cost and product value. As this functions highly
support an enterprise to gain competitive advantages easily.
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Communication: Communication is a best process to identify the effective and best plan that can
be support to achieve needed target for the cited company. Marketing function, it can assist to
promote their products that can support to improve the electronic marketing.
Strategy: Marketing function also support to set the best as well as effective strategy to achieve
long term objectives of the McDonald's. This will also help to determine target and goals of the
enterprise so that they can maximise the cited company sale.
Labelling and Packaging: It is another important function of marketing which is apply by each
and every organisation in their business operations and function. Main purpose of this is to
avoiding damage, destructions and breakage of the products during storage. For example:
MacDonald's apply this functions in order to attract large number of the buyers towards its
healthy and quality products.
Customer support service: It is identify as chief function which is very essential for the
business entity to offer possible support to the clients. For example: McDonald's is a
multinational company that provide after as well as before sale services, credit facilities,
handling all complaints of buyers and another services in an effective or efficient manner. As it
will support an organisation by increasing customer base and also assist them to gain better
outcomes easily.
Market research: In McDonald's restaurant industry, modify happens swiftly , so regulars focus
in required in order to study market and make to exchange consequently in business. Customer
performance and their taste changes on the regular basis so company need to analyse condition
of firm in regular time period. Marketing will assist them in understanding and finding recent
improvement as well as development that are occurrence in this department so they can do
adjustment in their strategy which will assist them in progressive on right track.
Products: Raw material that is used in making finished goods in McDonald's is exchanged from
firm to the restaurants. There are several locations where are reproduced enterprise do not own
the area, they provide material and permission to the licensee so they can produce food product
by using taste as well as name of this industry. It is an important role of marketing group to
reduce the difficulties that subsist between the activity of transferring various type of ketchup
and drinkable product etc. There are several communication issues which make barrier in the
smooth movement of products, they should be crooked at the way of their past and present
generation (Batt, 2013). Team of the marketing which are play important role and
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responsibilities in finding the high status of buyers and provide this basic information to the
manufacturing as well as production sector.
Marketing information management: Enterprise progress should be examine on the yearly and
quarterly basis (Hauer, 2011). Company's other department which do not focus on creating the
whole development and growth of an industry, but marketing wing of business is responsible to
create the growth as well as development which they are acquiring in the companies. It help in
creating effective policies for approaching time by evaluating the task that enterprise has
complete in future as well as past. This function may define marketing plan to attain the effective
objectives and goals of the enterprise. The main process of of marketing function to specified as
a key responsibilities and role of the market.
Distributing system: It is very important to define their crucial role and responsibilities in
improvement as well as development of good transportation system, above mention company has
too several buyers in various areas they need impactive system so decent attention can be
conferred to geographical division where McDonald's operates.
Therefore, sales manager have different role in order to manage marketing functions
systematically and accomplish competitive advantages easily.
Sales manager: This is the one of the most important and critical people and who is responsible
for sales planning, forecasting the sales and setting profit targets etc. They also design best
marketing strategies in order to achieve sales target.
 Sales support
 events
 services management
 Promotion
 Brand manager
Recognize competitiveness of firm: Plans and policies of a business should be made related to
present as well as recent trends that agrees in department, marketing oblige in evaluating the
temper of an industry so powerfulness in different kind of strategies can be preserved and
enterprise can move toward their objectives such as goals.
Find out what buyer want: It is very essential which can define customer needs and wants
related to their desired. It is also considered a vital role because McDonald's cannot Bering
different items which person do not like, it will maximize cost of the business operation and
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make an impact on benefit of business. Marketing assist in establishing performance and taste of
consumers so good can be improved according to their need and want (Desai, 2013). This help is
maintaining buyers satisfaction which is important in restaurant firm.
Aggressive environment: Every enterprise wants to extend at high spot in a department. Several
firms get their role and responsibility to the group of marketing because they have possible to
develop a company in a very short duration of time when their product sale will increase they
can lower their price. This will also assist them an inflating their market outreach.
Maintaining and developing product demand: When an enterprise improves as well as
develops innovative product and creativity service it has to be located suitably so buyers can get
whole essential information relating to the good. It will help sales department which will finally
make a large effect on benefit of the industry. Customer demand is very important to develop
company performance and productivity into the marketplace. It is another significant duty which
has to be support such as played by marketing group (Desselle, Zgarrick, and Alston, 2016).
They help in increasing promotion and awareness of different goods which in required to be
complete on regular basis.
Find target market: An enterprise cannot operate production of products without establishing
the potential buyers who may but their goods. They necessity to find out different division which
is based on culture, income and religion etc. Marketing play a vital roles and responsibilities in
finding the market that McDonald's is active to targets for an individual product. It is very
essential because it remove misunderstanding and confusion in form the enterprise and they also
make clear objectives which can be reached by impactive performance of various type of
strategies.
Synchronising the objectives: McDonald's is a fast food restaurant company that presence
across the world. It is very essential for top management to create an activity as well as action
plan which can be supported in a various locations and countries. Marketing is very important
element to assist in providing the different needs in various region by the strategies makers so
goods can be determined according to their performance and taste. They also task in creating the
benefits which firm can get from several areas.
Assistance to development and research department: It is very important to determine
company performance and their vision in market place. It helps to supporting their customers for
communicating demand and need. R&D group so they can have offered innovative product and
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creative services when they can be accepted by buyers in a easy way It is also maintained high
competence in the marketplace as well as all over industry which can move towards right and
perfect direction.
P2 Responsibilities and roles of marketing relating on McDonald's in wider context
There are various sector in the enterprise has different role which are essentials, they
do individual work related to the project allotted to them (Hsu, 2011). One of the important
elements as well as significant function that marketing achieve on McDonald’s has to do clear
distribution of products and services, which can be complete and maintain by the logistic
department. Role and responsibilities is very essential to create company because it is provide
success and development of whole industry.
A plan does not earn money of a business. They need to take customer product as well as
service in order to achieve benefits and maximize firms revenue. In a proper study distribution is
needed. An enterprise operates their business an across the world that they process of ordering
goods delivery become multiplex. It give better performance in maintaining customer love affair
in a proper demand and supply. Several industries that can believe in order to achieve success
for long time period, business provide their best efforts like make sound connection between
accounts and marketing department. Every organisation should create the best money and
finance sources which is needed, when productivity and performance of marketing group is
mention in above. It is a best kind of investor that play a vital role and responsibilities to
develop company vision and mission in large number of location. Different investor in the
various world without like to pull their finance resources in the enterprise (Kennedy, and
Parsons, 2014). Their price of stock and brand value will also maximize which will help as well
as support accounts group, they have better choice to borrow money for innovative product or
improvement. This can assist company in maintaining accounts as well as finance situation in
firm which will provide them several excesses bound over their challengers.
Marketing department with Finance department: Finance department plays essential role in
success and growth of an organisation. On the other hand, marketing department also plays an
essential role in success of McDonald's. For example: marketing department helps the finance
department by providing accurate information about sources of fund such as bank loan, peers to
peers funding etc. Thus, without the support of marketing department, finance department can
not work and not accomplish long term goals of McDonald's.
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Marketing department with R&D department: Main role of R&D department is to work for
identifying needs and wants of customers towards specific product, service and process. For this,
marketing department of McDonald's helps R&D department by providing help of different
marketing channels such as social media, Instagram, Twitter, Facebook etc. Therefore, without
help of marketing department, research and development department not work systematically. As
it will helps an organisation to achieve competitive advantages and gain long term goals within
given time period.
Marketing department with operation department: Operation department of McDonald's is
liable for profitable and smooth production. Main objective of these department is to revolve
high quality and effective operations in all over the world. On the other hand, marketing
department supports operational department by providing accurate information about the raw
material. For example: marketing department of McDonald's is liable for investigating and
creating of the marketing plan. The successful formulation and carrying via of the plan needs
actions by operations management function for the physical creation, manufacture and delivery
of business's products and services.
Marketing department with Human resources management: HRM is very important
department to recruit and select new candidates and applicants in an organisation. For this,
marketing department plays an essential role by providing accurate information about the
participant's. As it will support McDonald's to recruit and select knowledgeable workforce and
gain better outcomes within given time period.
Marketing department with Selling department: Sales department play effective role by selling
their goods and services to the customers. In this marketing department have different roles such
as to introduces business products and services to the customers and in marketplace. Therefore,
sales and marketing department work with each other and helps McDonald's to accomplish
better results easily.
Therefore, all these departments work with each other which will be more essential and
beneficial for success and growth of McDonald's. Marketing department is a main department
which helps many other department of company by providing accurate information about the
customer's needs and wants, sources of fund, data about raw material etc.
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TASK 2
P3 Marketing mix to the planning process to achieve McDonald's objectives
Marketing mix is a set of tactics or activities which an enterprise use in order to achieve
as well as promote their items in brand and marketplace. It is required of every business because
these mix help industry in moving towards their appropriate goals in perfect time. There are 7P's
of marketing mix which can be applied of McDonald's in different study like marketing planning
etc. these are as follows:
Marketing mix MacDonald's: Berger King:
Product: The company know about their
product quality, but with
performance, taste and time of
buyers will also change. So
Quote company required to
make innovative plan which
can help them in continuing
high spot in the firm. They
have several role and
responsibilities to make
various products related to the
taste that egress in particular
culture environment (Mihart,
2012). There are also several
places where most of person
are vegetarian so producing as
well as selling a non-veg
product like sandwich and
burger would not be a perfect
plan. Same objects pass at the
time of introduction of
innovative product and
Product sample can also be
feed in order to achieve public
response. Apart form this
industry also maintain the
goods quality is buyers do not
find the same product taste at a
equal time then they may
control to other eating house
such as restaurant. Product
packaging and design is a big
problems in present time
(Mittal, 2014). Their are many
enterprise who do not have
better quality in their product
but their goods packaging is so
an agreeable that buyers
purchase it. McDonald's
should be apply product
packaging which is very
attractive so existing and
innovative companies can be
easily to visit this company.
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creative service, before
offering a new product in
restaurant first it is necessary
to be classified by professional
as well as experts of this
industry.
People HR of an enterprise is one of
the important resources of
industry because they
implement the policies which
are built by high income level
people as well as management.
According to this company has
almost 365000 workers in
various areas (Purvis, 2016).
Their main focus is to enhance
the buyers experience so they
can become regular buyers of
markets.
Employees are face of this
enterprise because they take
serve and take order by giving
quality service. Time
management is very essential
because company should
recruit and select applicants
who can helping their task and
gather buyers with a smile.
Process It is very essential to identity
product manufacturing process
in the marketplace. It is largely
related to service sector in
most of the economy
McDonald's has a strategy of
own service and they are also
beginning self facility Kiosks
(Moini, 2012). They should
start their another restaurant in
prime and crowd locations
Their are different buyers who
whine about slow service in an
industry such as restaurant,
this issue should be interpret as
soon as possible because
current day person do not have
several time to wait in queue
for their turn. Company also
determine their duty to hire
more person to develop such
as improve different services
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where they can open delivery
on table and more amount of
the items.
and reduce buyers waiting
time.
Promotion It is a best elements of
marketing mix that define vital
role in this organisation and
also develop customer mind
set according to the company
products. It is a best way that
highly attract buyers.
McDonald's review
communication channel that
includes promotion and
advertisement of their product
brand as one of the most
essential task which can
accomplished in their
enterprise(guyen, and Simkin,
2012). They are investing large
amount in this location. This
policies as well as strategies
play a vital role in success of
an economy. They should
regularly this plan of action in
order to achieve several access
extremity on its challengers.
They can open much
innovative special offers which
can attract new clients and
help in keeping occurring
purchaser.
Advertising is another tool
which is very important where
they are investing their money.
Berger King achieve popular
when they offer free services
as well a gifts to the children
and their customers who visit
their restaurant, this plan
should introduced by business
in equal countries and there are
several areas where they this
elements was not specify.
Company can
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Price McDonald's is a fast food
restaurant and they have
different pricing strategies in
various location. They can also
use this strategies because it
was provide best attraction
related to price strategies
(Ogunmokun, and Tang,
2012). Their whole
manufacturing process is a lot
interrelate to other enterprise
so they cannot perform their
revenue by enhancing product
sale and decreasing prices of
items they all selling. In
several locations and countries
like restaurant of quote
business have high product
demand and supply.
This company have 36900
market across the world
(Papasolomou, and
Melanthiou, 2012). In present
trends of the market they can
offer home delivery by taking
best order on their internet
website.
Place location is very important
elements of marketing mix
because it decide the best
position related to the
company product. McDonald's
have a clear policy to launch
eating places in best location
so several person are visit their
restaurant and it can be traced
by target buyers.
Physical environment facilities and designing in a Physical Evidence: This
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fast food restaurant made a
large effect on its success,
there are several food places
who do not have any best
quality in this product but
designing, interior and
infrastructure of their food
location in so stunning that
person prefer them over much
better quality.
company also perform a
friendly environment and best
place in their market, they
consume large money on their
basic customers so it can
attract many person who
purchase their products.
According to this industry
believe in using innovative as
well as latest technology in
order to gain high class
customer services. Company
furniture is very conferable so
it is very essential to compare
its challengers which give an
access advantage to an
enterprise.
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TASK 3
P4 Basic marketing plan for an organisation
Marketing plan of an enterprise is very essential because it define the whole research in a
marketplace. This is related to company vision and their vision. McDonald's want their food
restaurant to become best place of their buyers, they have need and want smile faces of large
number of the people. According to this company believe on quick services and innovative
product. Their marketing plan determines the customer perception because they are responsible
for the company failure and success of an enterprise (Raj, Walters, and Rashid, 2012). Some of
the different location where marketing sector of quote company focus are as follows:
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 which internet website, newspapers people view and read, T.V. Channels.
 Which market has much essential
 Cost that a buyer can pay.
Marketing strategy of company: Marketing planning will support to take effective as well as best
decision about the goods which can be determined the enterprise target. It can also define the
several duties of the market to attain the goals and objectives of the cited company and they also
influence the product sales to determine the development as well as improvement of the business
process. Marketing planning is very essential process to enhance the effective performance of
cited industry to reduce the risk. In this task McDonald's apply the marketing strategies to
promote their innovative products and creative services.
SWOT analysis of McDonald's
STRENGTHS WEAKNESSES
 This company is a number one food
chain the world.
 McDonald's is a successful business
against its challengers like Burger king
because of its policy “just in time”
 McDonald's have £ 2.4 billion in
revenue in 2014 and burger King only
made £ 1.2 billion.
 In this business have highly motivated
employees.
 Iconic and popular goods.
 Agreeable ambience in their fast food
restaurant.
 Marginal concentration on giving
organic products. This company is a
very slow in the manufacturing process
of good innovation
 Dependent on goods which are
regulated with unhealthy eating goods.
OPPORTUNITIES THREATS
 McDonald's is the Drug administration  Fluctuation in international currency
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and prime food which approved quick
service restaurant.
 Opening more joint investors as well as
ventures with some various food
retailers.
 Newly improved as well as developed
best part of a world which have
acquired taste for company products.
 In this company have various retailer
but they might present company with
an best opportunities to develop another
restaurants in those best places.
rates also a large threat of McDonald's
restaurant.Business is open to the
modification in the worldwide.
 Recession or downturn in world also
impacting the company sales.
 Their competitor is Burger King
corporation Wendy’s international, Yun
brand, Jack in the box INC etc. they are
McDonald's challengers.
PESTEL analysis of McDonald's
Political factor: This factor determines the government rules
and regulation in the European Union.
Government introduced different product
within the better food firm in particular like
McDonald's. They reduced the whole staff
content of its United Kingdom by the around of
14 %
Economic factor: It is a global presence which are impacted by
the exchange and inflation rate.
Social factor: This factor determines the social needs and
wants related to the customer (Tonkin,
Whitmore, and Cutroni, 2011). It is very
essential factor which are provide customer
satisfaction.
Technological factor: This factor determines the innovative
techniques and methods which are used by
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McDonald's. This factor reduces the time and
develop best environment related to the
customer needs and wants.
Environment factor: This factor define the best place according to
customers’ needs and wants. It is very
important that create best environment accross
the world.
Legal factor: This factor provides rules and
regulation related to company operations and
create the legislation.
SMART objectives:
McDonald's is world's biggest chain of ground beef fast food industry, they saving across 68
million buyers regular in 110 areas. They operated by an affiliate, a franchisee, or the firm itself.
(Wu, Kirkole, and Huang, 2016). McDonald's mission is to be clear because it provides quick
services.
CONCLUSION
As per the above mention report, it will be concluded that marketing plays important role
in an organisation. It is very essential because it is interconnected with different sectors of a
business. It mainly focuses on company funding and customer need and society. They also
delivery innovative products and creative services. Marketing epitome on 7 main place and
location. It the last which define the marketing mix which is very important for the business
success. Plans relating to this task should be evaluate on regularly basis in order to achieve best
level of business operations.
REFERENCES
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Marketing Essentials. 2017. [Online]. Available through:
<https://www.entrepreneur.com/article/286545>. [Assessed on 14th July 2017].
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