Marketing Strategies for Sustainable Performance

This assignment discusses the key aspects of marketing strategies for sustainable performance, highlighting the role of managers, customer understanding, and marketing mix techniques. It emphasizes the need for a healthy working environment and effective management to achieve set goals.

MARKETING
ESSENTIALS

Table of Contents
INTRODUCTION ..........................................................................................................................1
TASK 1............................................................................................................................................1
P1. Roles and responsibilities of marketing manager............................................................1
P2. Explain how roles and responsibilities of marketing relate to the wider organizational
context....................................................................................................................................3
TASK 2............................................................................................................................................1
P3. Marketing Mix of McDonald's ........................................................................................1
TASK 3............................................................................................................................................4
P4. Marketing Plan.................................................................................................................4
CONCLUSION................................................................................................................................7
REFERENCES................................................................................................................................8

INTRODUCTION
Marketing is defined as a process through which an organization creates value for
consumers. It helps in maintaining a strong relationship between the clients and the company.
Activities like producing, delivering and offering goods to customers to satisfy their needs and
desire constitutes the main aspect of marketing. Market growth of business organizations highly
depends upon marketing. Without marketing even if a company is offering best services to its
potential clients, none of them will get to know about it (Ahrens, 2011). This report is carried out
in the context of McDonald's which is an American based fast food organization. It was founded
in 1940 by Richard and Maurice. Its headquarter is situated in California. This research includes
concept of marketing and different marketing process. Along with it, roles of manager within
firm is discussed. At last, value of marketing in context of organisation is mentioned.
TASK 1
P1. Roles and responsibilities of marketing manager
Concept of marketing
It is a strategy that a company must analyse to satisfy the requirements and needs of their
potential clients (Bellenger, Bernhardt and Goldstucker, 2011). This will results in increased
profit margins along with high market growth. There are five marketing concepts:
 Production concept: It is an old approach which emphasize on the fact that customers will
buy only those goods which are affordable and easily available. In case of McDonald's,
product improvement and efficiency in distribution should be focused.
 Selling concept: This concept is based on the fact that clients are reluctant to buy those
goods which are not well promoted. In reference to McDonald's, their main aim is to sell
the products they are producing rather than creating what market wants.
 Marketing concept: According to this approach, needs of targeted market is the foremost
priority along with their satisfaction. It is based on “customer First” approach. In case of
McDonald's, finding right product for customer is essential. This will help in competing
the rivals.
 Product concept: This concept holds that clients will favor those items that is modern and
quality approved. For this McDonald's should focus on making improved products which
are easily affordable and available for customers.
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 Social marketing: It overlooks possible issues between clients short-term needs and long-
term wants. The main aim of McDonald's in this regard is to create a sustainable market
that take care of present needs of customer along with improvement for future needs
The current and future trends of marketing is based on the requirements of business
world. Factors like globalisation, technology and integration influences areas of marketing
management to a great extent. Effect of these forces is not independent, they are related with
marketing approach. McDonald's can focus on meeting the present necessities of its potential
customers along with taking care of their future needs.
Overview of different marketing process:
This includes situational analysis, control, implementation and formulation of strategies.
McDonald must identify their capabilities first, along with identifying the opportunities to meet
the demands of customers (Cooper and et. al., 2014). A Strategic plan is needed to carry forward
the marketing process. Market, Demographic and geographical Segmentation are basic aspects in
it. As Targeted market has more rivals paying attention towards smaller segments is more
profitable for an organization.
Marketing mix is a tool that includes the information about the brand name, quality, style
along with its price (Bird, 2012). Distribution channel and promotion strategies also influences
the marketing process. If carried out in a systematic way these process will help the McDonald's
in increasing their brand image.
Roles and responsibility of a marketing manager:
It is the duty of market manager to manage the market resources in an efficient way. The
task of the manager is to supervise various products and goods that a company is producing.
Manager of McDonald's needs to be friendly, spontaneous & socially active. This will helps the
employees to have a friendly and open communication regarding different issues.
Roles:
 Identification of potential market: To increase the need of products in marketplace,
manager is required to identify new targeted market. In case of McDonald's, manager has
to maintain a good relationship between the clients and the organisation while
considering their modern needs.
 To create market plan: It is under the work of manager to create an effective action plan
which impacts the market in a positive way. Manager of McDonald's needs to concentrate
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on aspects like advertising, distribution and sales promotion. This will prove effective in
achieving expected targets.
Responsibilities:
 Responsibility towards firm and employees: Marketing manager holds vital responsibility
towards employees and enterprise. Proper training of working staff and earning of firm
are under the supervision of manager. McDonald's manager has to maintain a co-
ordination between the needs of firm and the desires of the employees.
 Responsibilities towards customers: Fulfilling the wants of clients is the basic aim of a
firm. It is the responsibility of manager to supervise the supply of products. McDonald's
manager should take care of the grievances of the clients. This will helps in increment of
the brand loyalty.
Different role of marketing within both a B2C and B2B:
Marketing play as an important role in exchanging as well as sharing positive relation
with large number of customers. It helps business organization to improve their profitability level
and at the same time also capture larger market share from rivals. In this context, there are some
role of marketing in B2B and B2C:
 Relationship Vs transactions: B2B is all about business business relationship which may
lead in managing as well as development healthy relation with various business with the
aim of making their brand image positive and competitive as well. On the other side, B2C
is focus in transactions in which the marketing strategy is related with the selling
products and services for enhancing brand image and profitability. In context of this,
company needs to develop long term relation with their customers by analyzing their
needs and wants.
 Need Vs want: B2B market is deal with potential customers. Along with this, it also play
important role in understanding customers needs and wants by analyzing market trends.
Apart from this, B2C market are focus on creating as well as developing needs. This will
helps in making customers base strong and effective through which company can easily
attain success at market place.
P2. Explain how roles and responsibilities of marketing relate to the wider organizational context
Marketing of a company never exits in isolation. It is very essential to analyze how
marketing relates with other departments of an organization (Brooks and Simkin, 2012). In
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context to McDonald's, marketing department functions symmetrically with other departments
like human resource, finance and production. Relation of marketing team with other departments
is outlined below:
 Marketing and Human resource: The role of a HR department is to recruit talented and
hard working staff . Marketing manager of McDonald's can seeks help from the HR team
to advertise the job and to find a suitable candidate as required. HR department will helps
to create a workplace with culture and values which will enhance the overall work
atmosphere positively.
 Marketing and Finance: In an organisation, department of Finance supervise the most
strategic level. They take care of which decisions will improve the financial sense of
company. Marketing team of McDonald's is highly dependent on finance department for
their efficient working. Finance department funds the marketing sector to carry out
several activities. Along with it, they manages the budget of whole company. They helps
the marketing department in designing and executing effective campaigns by providing
sufficient funds.
 Marketing and production: Department of production take cares of the needs of
consumers. They produce commodities in accordance with clients needs. But now
customers are more informed and peculiar regarding their changing needs. It is not
possible for production department to manage things solely. Marketing team of
McDonald's helps them in analyzing the current market trends. The changing needs of
consumers is acknowledged through advertising and market campaigns which helps
production team in carrying out their work.
 Marketing and sales: Relation between these two departments varies in recent years,
marketing eases the work of sales team by connecting with the customers. The task of
sales team of McDonald's is to generate revenue and profit margins. This is not possible
without the help of marketing team. Team of marketing promotes the brand in an
approachable way that makes buyer eager to buy more products. This increases the sales
of the products and helps the sale department in increasing their revenues.
The value and importance of marketing roles:
Marketing helps in directing goods and services at the designated place. Along with it,
marketing helps in exchanging and movement of goods from one place to another. Marketing
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creates an environment which helps the customers in maintaining and raising their standard of
living (Cabrera and Williams, 2014). Along with it, around 40% of population is indirectly
linked with marketing for their employment scenario because it provides a wide range of jobs.
Innovation and creativity regarding products is the core basis of marketing. In the development
of a healthy economy, marketing plays influential role as economy became strong and stable if
marketing is well organized.
Conclusion regarding interrelationship between different departments:
There are several benefits of interrelation between different departments. Accurate
communication among different teams generates trust within the company (Daniel, 2011). If trust
issues are resolved effectively it will helps McDonald's staff to eliminate fact-checking step that
slow downs the production. If the relation between different teams is poor , customer service will
effects a lot due to which brand image of McDonald's will affects badly . A good communication
between different teams will increase the efficiency of working staff as completing tasks will be
easy. Less number of conflicts among employees of McDonald's will leads to high work
performance, which in return will results in the high profit margins.
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TASK 2
P3. Marketing Mix of McDonald's
It is a foundation model in marketing which is controlled by the company to attract its
consumers towards purchase of its products. This tool is used by firm to increase awareness in
costumers mind towards company. In this context, McDonald's use this technique of marketing
mix in order to promote its product in market. Along with this, it helps company to know the
needs, tastes and preferences of consumers towards its product (Friis, R., 2012). It also assists
them to ensure about the right type of product at right place in market. For determining their
level of performance in market, McDonald's compared marketing mix with Burger king which is
stated below:
Basis McDonald's Burger King
Product McDonald's is a worlds leading fast
food brand. It mainly sells ,burgers,
fries, chicken and sandwiches, snacks
and sides and many more. To attract its
consumers towards its products it also
offers happy meal with so many
exciting gifts inside the pack. Along
with this, they also provide beverages
such as, soft drinks, McFloat, shakes
and many more to its customers.
Burger King is a famous brand which
operates in about approx 71 countries. It
offers different variety of menu to its
consumers from snacks to meal for
different age groups. It serves burgers in
both veg and non-veg categories and
also provide deserts food items such as
Oreo shakes, cookies and ice-creams.
Price Company uses many techniques of
pricing to sell its product in the market
such as, value pricing, going rate, cost
plus pricing, etc. The prices of
McDonald's products are affordable that
every consumer can buy easily. Their
main aim is to provide food to its
consumers at reasonable price.
Burger king follows pricing techniques
such as Market-oriented pricing
strategies and bundles pricing strategy.
The main aim of this company is to
focus on better quality and taste of
products with affordable prices.

Place It refers to the distribution of its product
in right area. Mc uses different
distribution strategies in different
countries to deliver its product to its
consumers. In some countries, company
offers home delivery or also opens its
restaurant 24 hours in a day. Their main
motto is to deliver its product through
all possible channels of distribution.
The head quarter of Burger King is
situated in US and has a strong supply
chain network. It has opened its stores in
different places where its consumers are
easily approachable. They have also
developed physical stores and mobile
applications in order to increase
consumers reach for getting orders.
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Promotion McDonald's uses many techniques to
promote its product in the market
through various channels such as,
televisions, newspapers, pamphlets,
magazines, etc. The company also
provide discount coupons and freebies
on various products which is also an
attractive techniques of promotion.
Burger King has used many marketing
strategies to promote its product in the
market. It has organises and sponsors
many different events to reach to its
costumers. Not only this, they have also
promoted their product by giving
advertisements in newspapers, on social
networking sites and many more.
People In UK, approximately 97000 people are
working in McDonald's and approx
70% of its restaurants are operated by
local businessmen and women.
Basically, company depends upon
employees and consumers so it is
important for them to look after the
needs and wants of employees and
consumers and also to resolve their
issues.
Burger has focused mainly on its
consumer and employees. The ratio of
costumer satisfaction is comparatively
higher then other fast food restaurants. It
has become more consumer centric due
to its quality food and unique dinning
experience. Along with this, it also give
rewards such as, performer of the week
and appraisal to its employees according
to their performance.
Process It refers to the activities which are
performed by the company in order to
achieve its goal. To deliver products to
its consumers, McDonald's undertakes
number of processes. The method of
food preparation is completely
transparent and visible to every
individual which gives them more
satisfaction while purchasing any
product.
The process of the company is designed
by the professionals and it is operated
internationally by Burger King. It has
successfully maintained its process flow
which help them in keeping their
product taste, satisfaction of their
costumers and work culture. With the
assistance of these, Burger King easily
improved their performance.
Physical
evidence
It refers to that place where the
company is selling their product. The
The physical evidence or location of
Burger King is maintained in such a way
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outlet of McDonald's should be eye
catching and creative. The company
should also looks after the hygiene and
cleanliness of its restaurant. It is also
important for company to have
attractive interior to attract its
consumers more towards its products.
that it attracts its consumers more. In
order to grab more customers, company
has opened many of its outlets in some
shopping malls, company canteens and
business centres. This will help them to
increase their revenues and costumer
base as well.
TASK 3
P4. Marketing Plan
It refers to the document or blue print which illustrates the overall plan or efforts of an
organisation. In context of McDonald's, the company also uses this plan to launch new products
in the market (Hsu, 2011). It provides guidance to the marketing manager to improve their
overall performance. Through this system, they can easily capture their future opportunities in
market.
Overview of the company
McDonald's is a US based American fast food company operated by Richard and
Maurice McDonald . The company is best known for its different types of food items such as
chicken McNuggets, double cheese burger, Egg McMuffin, etc. It also provides beverages to its
consumers such as, soft drinks, McFloats and offers happy meals for kids. It has so many outlets
in different section of countries and provides various services to its consumers. In some sections
of country the company provides home delivery and in other parts it offers products for 24 hours
in a day. The company also apply many different strategies to promote its product in the market
such as, by giving advertisements in newspapers, and posting adds on social networking sites. It
is beneficial for the company to increase their revenues and sales.
Vision: The vision of McDonald's is to sustain their position in market.
Mission: The mission of McDonald's is to make more healthier and quality products for its
consumers.
Marketing objective
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 To produce healthy products for health conscious people to enhance their sales by 15%
within upcoming five months.
 To enhance market share by 25% in upcoming year.
STP: It refers to three steps of marketing plan and they are, Segmentation, Targeting,
Positioning. It assists the company to understand about its costumers and also in improving
marketing effectiveness and efficiency (Jones, 2011). This process guide the organisation in
developing and segmenting appropriate marketing mix. McDonald's also uses this process of
STP in order to analyse marketing strategies and plans. It is important for the company to know
about its targeted consumers. The company has segmented is products according to the base
which are as follows:
 Segmentation: This process refers to diving a single market into smaller segments. In
context of McDonald's, the company has segmented its products into smaller segments in
order to know the needs of smaller groups of consumers and family (Kennedy and
Parsons 2014). This would help company in manufacturing products according to the
taste of its consumers. This process is done on the basis of age, gender, religion, lifestyle,
etc.
Geographic: It refers to the geographical areas such as, urban and rural areas (Langer and 2015).
The main objective of this group is to understand the needs and demands of consumers which are
resides in geographical regions.
Psycho-graphic: This includes the division of people on the basis of their lifestyle and social
class such as, working class, middle class and upper class.
Behavioural: This includes the individuals on the basis of their personality and status such as
ambitious and regular users.
Demographic: It includes the segmentation of people according to the income, occupation and
degree of loyalty. Incomes includes average, above or high earners and occupation consists of
students, employees and professionals.
 Targeting: It is the process in which company target its consumers to sell its product. In
this regard, McDonald's target nations and expand its outlets according to the demand of
its consumers. The main aim is to providing its consumers best quality products accodung
to their tastes and preferences.
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 Positioning: It is important for the company to proper positioning of its brand. It is about
creating an image of product in the minds of its consumers. McDonald's uses this process
in order to identify the position of its product and brand and services at market place.
SWOT analysis of McDonald's
Hsu, 2011Ionitã., 2012Jones, 2011Kennedy
and Parsons 2014Langer and 2015Strengths
Weakness
 The company launched new items like
coffees, smoothies and burgers.
 It is also expanding its stores
throughout the whole economy.
It is difficult for the company to find prime
locations for set-up new outlets.
The competitors are the main weakness for the
company such as Burger King.
Opportunities
The company can use advanced technology to
better serve its products to its consumers.
Threats
There are so many health conscious consumers
in the economy which is a major threat for the
company.
Marketing budgets
Marketing budget
Particulars 1st year 2nd year 3rd year 4th year 5th year
Initial money 5000 6000 7000 12000 8000
Investment 10000 4000 5000 8000 6000
Total 15000 10000 12000 20000 14000
Marketing outlay
Promotion 7000 4000 8000 6000 4000
Sales publicity 8000 4000 10000 10000 5000
Direct selling 10000 8000 15000 12000 5000
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Total 24000 16000 33000 28000 14000
Monitoring and control:
This feature is used by the manager of the company to identify results and improve the
effectiveness of marketing strategy (Ionitã., 2012). With help of this company can easily attain
its set goals and can perform well.
CONCLUSION
From the above mentioned facts, it has been concluded that to Manage a firm efficiently,
healthy marketing strategies are required. For a sustainable performance both roles and
responsibility of manager plays a crucial role. To create a healthy working environment, it is
important to carry out a good relation between different departments . The prime task of
marketing professionals is to understand the needs and requirements of the customers. For
smooth working, techniques like marketing mix plays a vital role. The merits of a marketing plan
are, it helps in generation of more revenue sales and high profit margin with strategic evidences
which helps in improving the overall performance of the organization.
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REFERENCES
Books and journals
Ahrens, C. D., 2011. Essentials of meteorology: an invitation to the atmosphere. Cengage
Learning.
Bellenger, D. N., Bernhardt, K. L. and Goldstucker, J. L., 2011. Qualitative research in
marketing. Marketing Classics Press.
Bird, A., 2012. The LinkedIn Essentials: Leveraging LinkedIn to Grow Your Business. Fair
Trade Digital Exchange, Incorporated.
Brooks, N. and Simkin, L., 2012. Judging marketing mix effectiveness. Marketing Intelligence
& Planning. 30(5). pp.494-514.
Cabrera, S. A. and Williams, C. L., 2014. Consuming for the social good: marketing, consumer
citizenship, and the possibilities of ethical consumption. Critical Sociology. 40(3).
pp.349-367.
Coombs, D., 2012. Strategic Uses of Alternative Media: Just the Essentials. Journal of
Advertising Education. 16(2). p.60.
Cooper, A., and et. al., 2014. About face: the essentials of interaction design. John Wiley &
Sons.
Daniel, J., 2011. Sampling essentials: Practical guidelines for making sampling choices. Sage.
Friis, R., 2012. Essentials of environmental health. Jones & Bartlett Publishers.
Hsu, 2011. Design innovation and marketing strategy in successful product competition. Journal
of Business & Industrial Marketing. 26(4). pp.223-236.
Ionitã., 2012. Entrepreneurial marketing: a new approach for challenging times. Management &
Marketing. 7(1). p.131.
Jones, 2011. Pioneers in marketing: A collection of biographical essays. Routledge.
Kennedy and Parsons 2014. Social engineering and social marketing: why is one “good” and the
other “bad”?. Journal of Social Marketing. 4(3). pp.198-209.
Langer and 2015. Luxury Essentials: Essential Insights and Strategies to Manage Luxury
Products. Center for Research on Luxury, University of Mainz.
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