Marketing Essentials Report of McDonald

Marketing essentials

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1 Roles and responsibilities of different marketing functions..................................................1
P2 How roles and responsibilities are interrelated with wider organisational context...............4
TASK 2............................................................................................................................................5
P3 Marketing mix of two different business organisations.........................................................5
TASK 3..........................................................................................................................................10
P4 Develop a basic marketing plan...........................................................................................10
CONCLUSION..............................................................................................................................13
REFERENCES .............................................................................................................................14

INTRODUCTION
Marketing is process of planning as well as implementing the concept of advertising,
promotion and distribution of ideas, products and services which are able to satisfy individual
and organisational needs. The management is responsible for determining, satisfying and
anticipating customers' requirements. In merchandising, firms try to offer a wide range of
products to which stimulates buyers' demands in the best possible manner. Marketing supports to
managing a balance between demand and supply and liable for economic development and
stability. If a business entity is able to promote itself at large level then it can easily attain its
goals and objectives adequately (Askeland and Wright, 2013). The current scenario is based
upon McDonald's; its an international fast food company which was founded in 1970. it has
become leading restaurant chain in terms of revenue across the world, McDonald's serves almost
70 million customers on daily basis. The overall sales revenue of the company is US$24.622
billion. Apart from this, the report will describe key roles and responsibilities of different
marketing functions and how they are interrelated with wider organisational context.
Furthermore, there is a discussion upon marketing mix of two different business units. A basic
marketing plan is formulated so as to formulate effective marketing strategies.
TASK 1
P1 Roles and responsibilities of different marketing functions
The term marketing plays a crucial role in growth and success of every business
organisation; it assists in delivering products to their end users. “Marketing states performance
level of business activities which supports to direct the flow of goods from manufacturer to
consumer”. The prime objective of every business unit is to earn profitability, thus marketing
aids to enhance the sales of firm by advertising and other promotional activities. Furthermore,
marketing generates and increases demand of new products and services; it results improves the
living standards of society as well. In this relation, a proper management captures the distribution
of all marketing activities.
Purpose of marketing: -
 The prime motive of marketing is to retain a business pace with changing preferences and
taste of buyers. It works out primarily because identifying customers desirers and wants
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is a continuous activity and improvements in existing products as wells launching a new
one always taking place (Clow and James, 2013).
 In context of McDonald's, Marketing supports to make products available at all place,
throughout the year. Thus, the fast food industry serves Hamburger and French Fires
cause of proper warehousing and packaging. Marketing creates place and time utility.
 Another role of marketing is expansion of an economy; it involves several functions, like-
advertisings, personal selling, planning etc. which generate job opportunities for people
and accelerate advancement of an organisation.
 Marketing also contributes McDonald's to meet market competition more adequately by
raising sales volume; it results ensure corporate success for long run.
Roles and responsibilities of marketing function: -
Product planning and development – Marketing starts with production of new products
and services so as to attain and retain high market share. It is essential for McDonald's to collect
information regrading needs and wants of customers and after decide what to produce. Thereby,
marketing task also states to improving or modifying the existing products of the company in
order to accomplish high cutting edge. In this dynamic environment, the firm which provides
better products will remain survive in market successfully for long run (Desai, 2013). In
addition, it is not enough to build a design in respect of product but also significant to develop its
regularly to retain high market growth.
Standardising and grading – This function of marketing are standardising and grading in
which standardisation consists to implement certain principles or standards for a specific product
which are based upon physical qualities and improvements. It involves quantity, (size and
weight) quality (shape, appearance, taste, material, colour etc.). Furthermore, UK government
has also set certain standards so as customers can get qualitative products and services. A
standard coveys an uniformity of goods which are offered by a firm. On the hand, Grading
means classification standardized products on the basis of different groups. In grading products
are categorised into several aspects like – similar size, quantity and features.
Packaging and labelling – The term packaging comprises with group of activities which
are getting included in designing and producing of container of a product (Dibb and Simkin,
2013). On the other hand, labelling a small slip which is mentioned on a product that provides
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