Marketing Planning and the FREE Framework

This assignment examines marketing planning, specifically focusing on the utilization of the FREE (Firm Resources and External Environment) Framework as a substitute for traditional SWOT analysis. It delves into various aspects of marketing planning, analyzing its components and application through real-world examples and case studies. The FREE framework is discussed in detail, highlighting its advantages and potential applications in different business contexts. The assignment also considers the role of chief marketing officers (CMOs) and their influence on venture capital funding.

MARKETING
ESSENTIALS

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1 ...........................................................................................................................................1
P1 Description on roles and responsibilities of marketing. ........................................................1
P2 Description on how roles of marketing are relates to wider organisational growth. ............3
P3 Description on ways in which firm use elements of marketing mix to achieve overall
bsuiness objectives. ....................................................................................................................4
P4 Description on development and evaluation of basic marketing plan. .................................7
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................12

INTRODUCTION
The term marketing is a process which is helpful in managing all activities which will
help to promote growth. It is the kind of action which works as conducting effective research so
that products and services can delivered to the market. In this the needs of customer is to be
identified. With the help of better and effective promotional strategy the commodities of market
can be developed. The selling and marketing both are two differed terms but this are interrelated
to each other. This is the process of finding best and potential customers. With the help of better
communication the things can be done effectively.
This works as backbone to the organisation. The present report will focus on the activities
like McDonald's, it is the global leading brand. This is earning large amount of revenue with the
help f identification, selection and development of commodities the entity is able to earning large
amount of revenue in market (Deshpande and et.al., 2017). In addition to this report will focus on
the activities like roles and responsibilities of marketing, plan and all other which will help to
conduct successful marketing activities. With the help of marketing tool the firm is able to create
the customer and entity is able to derive larger amount of future growth.
TASK 1
P1 Description on roles and responsibilities of marketing.
The marketing is very important component in relation to be responsible for organizing
events which will be helpful in order to have ultimate growth in market. This is one of the core
activities which will useful in order to satisfy customer in the market. The marketing activities is
consists of various kind of roles and responsibilities in market. The organisation will work as to
enhance the brand image if they do all the things in the well and effective manner. They also
play important role in make better interaction with the customers (Ryan, 2016). They play the
vital role in order to promote business. The McDonald's is taking effective steps in order to have
enlargement in growth of market. The primary purpose of marketing activities is to attract the
large number of customer in the market. The main aim of the marketing function is to understand
the customers as well as product and services in market. The market work as to life blood for the
working enterprise because it is the major source which helps to having large amount of
profitability and productivity in market. There are the various key roles and responsibilities
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which will help to promote growth of business enterprise. These are defined in the following
manner are as-
Market research- This is one of the effective responsibility of marketing department.
With the help of better research the firm is able to frame better planning which will be helpful in
order to coordinate all kind of business functions effectively. With the help of this there can be
better understanding of the need of the customer and firm is able to reach the potential customer
in market (Mišič and Podnar 2017). The department can carry out all the process by focusing
over the reports of industry and market data and various other kind of things. With the help of
effective research on marketing activities the firm is able to carry out the process which will help
to enrich the brand position of the entity in market.
Market plan- The better ran effective marketing plan is based on research. For running
all activities in expertise manner it is very important to frame the effective strategy, It is helpful
in relation to frame plan of action in systematic manner in order to run the activities of marketing
in smooth way. With the help of the better planning they are able to set the good price of the
commodities in market. In order to frame marketing plan it is essential to cover the differed
segments so that each function can run into market in systematic manner.
Product development- By analysing the need of the customers in the market, they are
able to take the effective step in order to promote better services the customers. As per the
demand of customer in market they need to give their major focus over modifications of
commodities in the market (Bohari, Hin and Fuad, 2017). With the help of better development
the McDonald's can also able to introduce new variety of products for those customers who are
very diet conscious. So, it can be true to said that the manager of marketing departments need to
set the price and launch commodities in market effectively.
Communication- In this it can be true to said that the communication is the essence of
management. In order to framing better coordination between the various departments they are
able to perform better roles and responsibilities which will helpful in gaining better advantage in
market (Ismail, Mubarack and Thulkifly, 2015). The McDonald's is taking various effective
things in order to promote their product in the market with the use of Campaigns so that product
and services can be well promoted ion the market. The communication is the factor on which
behalf people to the organisation can make better coordination.
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Sales support- sales performance of firm need to be improved in relation to have
expansion in sales and marketing department for having better growth in the market. With the
help of better promotional activities the profitability of the firm can be enhanced in the large
manner. The McDonald provides attractive features like discount and other will be helpful in
order to have expansion of firm activities in market. These are the feature which will be helpful
in order to attract the customer in large manner.
Market information system- With the help of marketing information system the various
kind of the factors can be considered such are as products, planning and implementation
(Homburg and et.al., 2014). With the help of proper adoption of strategies the things can be
done effectively and efficiently.
Market segmentation- According to the present scenario the departmental activities is
need to segmented ion the proper manner. The marketing manager work as to identify the
customer effectively so that they are able to provide good product and services.
Product and service management- The firm need to maintain product and service
activities effectively. It is term which deal in model, design and packaging or product. In
addition to it, the well looking product helps to attract the customers. In order to make it
effective McDonald's is taking initiatives to find out attractive points so that market can be
maximised.
P2 Description on how roles of marketing are relates to wider organisational growth.
The marketing function are need to be taken effectively in order to have increment in the
sales of the firm. This firm is having various kind of roles and responsibilities which is required
top play effectively. In order to keep McDonald's sustainable in the market they need to promote
activities in the manner which will be helpful in relation to grow the size of the market. The
brand image of the firm can be sustained if the firm is playing all the activities in order to sustain
brand image in market (Engelen, Lackhoff and Schmidt, 2013,). With the help of proper listening
of customer they are able to focus effectively. By fulfilling the needs of the customer they are
able to contribute maximum to the organization. There are various other kinds of roles and
responsibilities in relation to understand the concept of market such are as-
Operational management and marketing function- with the help of operational
activities the firm is able to contribute maximum growth in market. Without playing effective
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operation the organization is not able to perform in the better and effective manner. The
McDonald is taking initiative in relation to derive larger profitability in market with the help of
good research so that revenue can be maximized. This kind of activities can be done with the
help of effective research on marketing activities.
Financial management- These departments plays the wider role in order to manager the
money and its business function is inclusive of things like planning, auditing, organising and
accounting of business enterprise (Deshpande and et.al., 2017). With the help of this there can be
effective control over this kind of things such are as firm environment, business can perform its
activities effectively and good control over the working of firm. The McDonald is taking
initiative in relation to manage some function of the firm so that they can use this at the time of
making alteration in the firm activities (Vargas-Hernández and Jimenez, 2016.). The term
financial management work as to analyst and interpret working of the financial elements in the
effective manner. With the help of proper managing of financial funds, the firm is able deal with
activities of firm and they are ready to make investment so that firm is able to earn huge profit.
Marketing management- These activities depends on the size of the business in relation
to earn the large amount of profitability in market. With the help of effective marketing
management there is need to have the use of good resources so that there can be improvement in
the customers' opinion which will be helpful in relation to have the good relation with customers.
Human resource department- This kind of the function is need to be performed in the
smooth manner. The human resource manager are the person who are taking effective step in
relation to provide good training to the customers so that they are able to perform their activities
in the effective manner (Ryan, 2016). This department is responsible for running effective
operation in the market so that brand image of the firm can be sustained. Without their effective
steps the firm is not able to do their role in the effective manner. The human resource manager is
the responsible in relation to cope up with the all activities of the firm in the effective manner.
The human resource manager of the McDonald's is taking various initiative in relation to bring
modification in the products so that customer can get attracted.
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P3 Description on ways in which firm use elements of marketing mix to achieve overall business
objectives.
Marketing- The term marketing is operational function which deal with various kind of
the activities with the help of which individual in the market can get aware about the product and
services in the market. This is the place which provide customer the base to sell their unique
products to the customers. With the help of proper and effective strategies and advertisement the
commodities can get popular in the market so that brand image of firm can be sustained in highly
manner.
Marketing Mix- the term marketing mix is the process which is need OT be done in the
effective manner in relation to perform each activities effectively. This is the process which
contains the various kind of the elements such are as place, price, product and promotion. This
all play effective role in order to promote large growth in Enterprise. With the help of this the
Marketing plan can be formulated in the better mode. The McDonald's need understand this
element and work in relation run the activities of market in smooth manner. With the help of
7P's the activities can run in smooth manner. These are defined in the following manner are as-
Product- with the help of this kind of the feature the firm is able to capture the maximum
share in the market. This process can be effective if firm will able to bring the modification in
commodities in market (Mišič and Podnar 2017). The McDonald's is taking effective steps in
relation to bring changes in the product so that large number of the customer can get easily
attracted. The KFC is also taking step in order to bring alternation in the quality oft their
products so that customer can also get attracted towards the working of firm. The taste is the
things which enrich the growth and brand image of the firm in market. They both are making
modification in the product for the diet conscious customer so that they also can have utilization
of the commodities they are serving in the market. This kind of eh strategy will be helpful in
order to generate high amount of revenue in market.
Price- The main important function of the marketing activities is to give good value to
the products in market. The every customer wants to spend on the product which will also able to
maximizes the need of quality as well affordable price. With the help do formulation of this kind
of the strategy the firm is able to gain the high level of advancement. The KFC is using the
market skimming strategy in relation to attract the wide number of customer in the market. They
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usually focus on the middle to lower level of customer. They work as to high or slow pricing the
product value so that customer can get attracted towards it. This firm is serving customer with
the help of variety of products (Menz and Scheef, 2014). The high quality product will be helpful
in relation to render the best services. In the recent time the McDonald's is using the penetration
pricing strategy in order OT attract the large number of customer in the market. With the help of
using of this kind of the strategy the firm van able to gain profits at the maximized level.
Promotion- This is the promotional activities which will be helpful in order to introduce
firm products in the market. With the help this the customer are able to aware about the product
and services in the market. The McDonald using the advertisement activity which is base don
traditional methods. This kind of the tool will be helpful in relation to earn large amount of
profitability. In order to promote the thing in they market they need to use these strategies such
are as advertising, sales promotion, personal selling and public relation with the help of which
firm can able to maximize the large amount of profitability (Ismail, Mubarack and Thulkifly,
2015). The KFC is using social media activity in order to attracts the large number of customer
in the market. The better strategy is the key sources in order to generate large amount of revenue.
In order to aware customer about their services they can also take use of direct marketing in
relation to sell product direct to the customers.
People- The people perform the major role in order to run the activities of the business in
effective manner. These are inclusive of the person like manager, employees and other person
who perform key role in order to manage the functioning of the enterprise effectively. They are
the person who are responsible for bringing innovation in the product and services. The manager
of McDonald are also taking effective step in order to promote selling activity in market by
bringing good level of modification in the products and services offered by them.
Process- The McDonald's is known for its quality of the product they are serving in the
market in order to gain the satisfaction of the customer in the large manner. This kind of the
company perform effectuate role in order to satisfies the large number of individual in the market
so that growth of the firm can be maximised (Homburg and et.al., 2014). This kind of the
process is very helpful in relation to fascinates the customer with the help of effective process in
the market. With the help of systematic approach the firm is able to satisfy the maximum number
of the customer with the unique products.
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Physical evidence- This is the crucial process in order to think about the specific place of
the firm in the market. This is very helpful in relation to give good experience to the customer is
that profitability of the firm can be enhance and brand image can be sustained in market
(Homburg and et.al., 2014). The firm need to choose attractive logo so that they are able to
gather the attraction of large number of customer in market. IN this manner it is very essential to
maintain the brand image of the firm in market by selecting the better place where they are able
to operate their business activities and can maximise entity profitability.
Overview of marketing planning process- the every plan in the market need to be run under
the systematic approach. This is very critical aspect in relation to derive large amount of
profitability in market. With the help of effective marketing plan they able to do the business
activities effectively and this way the firm can capturer the maximum amount of share in market.
This is the effective process sin order to generate high level of revenue In the market.
Analysis- The things is need to be analysed proper in order to attend the large amount of
profitability in market.
Planning- This is one of the effective process in which the plan is need to be framed accordingly
in order to run each activity in smooth manner (Bohari, Hin and Fuad, 2017). The term planning
involves drafting of the business activities effectively and this is inclusive of the tools like
pricing strategy, marketing, methods and budget etc.
Implementation- This is the step in which planning Si need to be bring into the action. With the
help of proper execution they are able to achieve the good result. This kind of the process is
helpful in order to earn the desire result.
Control- In this there is need to be effective measurement among the what has planned and what
has actually received. If there is any kind of the deviation between them than corrective action
can be taken. With the help of effective strategy this can be done. And this will be helpful in
order to derive the lager amount of profitability in market (Madhavaram, Hunt and Bicen, 2017).
Marketings strategies- This is very helpful in order to determine the specific palm of action.
Ther are the various kind of the strategies such are as pricing, promotion and other kind of the
activities which will be helpful in order to earn large amount of revenue in market. This is need
to be choose wisely in relation to generate higher amount of revenue in the firm.
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P4 Description on development and evaluation of basic marketing plan.
This is the function which is also helpful in relation to maximize the large amount if
profitability in the market (Eletxigerra, Barrutia and Echebarria, 2017). In this manner they need
to undertake the activities on the basis of external as well internal analysis so that this kind of the
function will be helpful in order OT generate high volume to the firm.
Internal analysis- The firm is able to run the internal activities sin the effective manner. If they
are having idea about the strength and weakness of firm. This kind of function will be helpful in
order attract the large number of customer in market (Ward, 2017). This can be done with the
help of SWOT analysis in the following manner are as-
Strength-
 This firm is having good level of reputation in the market.
 They have capture the larger amount of market share in this way they are able to attract
the large number of customer in the market.
 They are having good relation with the customers.
 They take various steps in order to bring modification in the commodities in market so
that customer can get attracted towards it.
 This firm gas successfully rolled out the new products like coffee, smoothies and wide
variety of the burgers.
Weakness-
 The one of the basic menace is that there is the fierce amount of competition in the
market due to this the customer get attracted with the other firm also and this kind of
process affect the growth of business enterprise in large manner
 The product of this firm contain lot of fat which are affecting the major issue on the
health of the people (Akbar and et.al., 2017). This kind of the factor work as to have
decremented in the profitability of enterprise.
Opportunities
 Growth of firm- The fast food firm are rapidly growing in market. The variation in the
life leads to change in the eating habits of the customer (Akbar, Omar and Wadood,
2017). With the help of providing more qualified product the enterprise is able to
generate high volume.
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 Conservation- with the help of effective changes of green energies and green packaging
solution the firm can able to work with the better strategies so that customer can get
better towards the working of the enterprise.
 Discount- by giving weekly discount on the product they are able to attract the large
number of customer in the market and in this way the firm is also able to generate high
volume growth.
Threats-
In market this firm is having the large number of the rivalries in this way it is very
difficult to cope up with them. The firm need to manage itself at the time of recession so that the
growth of firm can affected in the light manner.
The PESTLE analysis-
This is very helpful in relation to know about the various kind of the factor which will be helpful
in order to understand the activities of the market.
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Illustration 1: PESTLE analysis
(Source: A PESTEL Analysis of the Fast Food Brand McDonald, 2016)
Political factor- This factor largely influence the working of any brand in market. There are
various kinds of the government policies which are affecting the performance of the entity. The
high tax rate and law and regulation affect the working structure this also affect the growth of
firm in large manner (Pappas, 2017).
Economic factor- This is also having the large impact which can affect the brand performance
in market. With the help of the improved economic condition the firm is able to maximise it
profits in the manner. The changes in the economy can direct affect the performance of business
enterprise. It is essential to bring the improvement in the performance of entity.
Social factor- It is essential to understand the changes in the taste, preferences and choice of the
customer. There are various number of brand sin the market. In order to have large amount of
sales and profitability they need to perform their business activities in most effective and
efficient manner.
Technology factor- It is important to understand the need of technology so that firm can able to
modify their product and this kid of the function can gather the attraction of various individuals
in market (Sawant, 2017).
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Legal factor- The law is having the large imp cat on the growth of the firm. In this it becomes
very difficult for brand to cope up with the function of market in order to sustain the large
amount of profitably in market.
Environmental factor- The McDonald need to give their major consideration on framing of the
policies which are environment friendly. With the help of having sustainability in the market
they are able to generate high level of revenue ion the market. With the help of environment
friendly they are able to have good customer base relation in market.
Marketing budget- The budget is one of crucial plan in terms of marketing. It helps to provide
clear overview of cost with carrying out marketing activities inclusive of advertising, online
content, branding, public relations and staffing cost. In order to make it effective marketing
budget is need to be prepare in below context as are-
Estimate expenses Amount
Product marketing $70
Print advertising $55
Branding $110
Packaging $80
Public relations $75
Events $80
Total Estimated budget $470
In this, the total estimated budget for marketing of good and services is $470.
CONCLUSION
Based on the above report, it has been concluded that marketing is a process which is
helpful in managing all activities which will help to promote growth. It is the kind of action
which works as conducting effective research so that products and services can delivered to the
market. The present assignment has covered the various kind of activities such are as internal and
external analysis with the help of SWOT and PESTLE, marketing plan, function and role and
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responsibilities in order to have smooth function of the firm in market. With the help of
marketing tool the firm is able to create the customer and entity is able to derive larger amount of
future growth. The main aim of the marketing function is to understand the customers as well as
product and services in market. The market work as to life blood for the working enterprise
because it is the major source which helps to having large amount of profitability and
productivity in market.
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Online
A PESTEL Analysis of the Fast Food Brand McDonald, 2016. [online]. Available
through:<https://www.cheshnotes.com/2016/12/mcdonalds-pestel-analysis/>.
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