Marketing Functions and E-Business Technologies

This assignment covers various aspects of marketing, including its functions, such as product management, pricing, promotion, and distribution. It also delves into entrepreneurial marketing, social engineering, and e-business technologies. Additionally, it discusses the role of marketing research, online education programs, and social marketing in promoting products or services.

MARKETING
ESSENTIALS

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1. Roles and responsibilities of marketing function for McDonald's........................................1
P2 Role and responsibility of marketing functions in relation to McDonald's...........................4
TASK 2............................................................................................................................................7
P3 Comparison among 7P's of marketing of McDonald's and Aldi...........................................7
P4 Basic marketing plans for McDonald's................................................................................11
CONCLUSION..............................................................................................................................13
REFERENCES..............................................................................................................................14

INTRODUCTION
Marketing is defined as place where all exchange activities takes place between buyers
and sellers at market. This is valuable activity individual are getting chance to have interaction
with one another so that they can buy products according to their choices. The tools which are
used for creating awareness about new products are personal selling, sales promotion,
advertisement on hoardings, internet websites etc. These activities are useful for analysing
differential needs of customers so that products can be manufactured according to recent trends
at market place (Asaduzzaman, Hossain, and Rahman, 2014). Competitive advantages can be
achieved by firms if they are focusing on differentiating products at market places by adding new
features. The marketing activities are designed to evaluate recent trends at market places in order
to satisfy their customers by offering them goods according to their choices. The selected
business is McDonald's which is at leading positions in fast food services at UK. This report
comprises of roles and responsibilities that are linked with functions of marketing, Target market
can be identifies with the help of marketing plans, Comparison of marketing mix among
McDonald's and Aldi.
TASK 1
P1. Roles and responsibilities of marketing function for McDonald's
Marketing theory: It is described as process which are used by management in order to
know about different needs and wants of clients, so that products can be manufactured according
to their choices. This is helpful in gaining competitive advantages by adding new features in
products and extending the product line.
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Illustration 1: Marketing Functions
(Marketing Functions, 2017)
Roles and responsibilities of marketing function:
The role and responsibilities which are linked with marketing functions are described as:
Distribution: This is vital marketing functions as it helps in analysing those places from
where goods can be distributed to their customers. This factor is valuable in establishing those
channels which are effective and customers can easily approach to these places. The store outlets
are located at different location in order to provide safety convenience for customers so that they
can easily purchase goods from their nearby locations thus avoiding inconvenience. Marketing
main responsibilities is to fill gaps which are arising while goods have been produced and the till
it takes to reach at market place (Clow and James, 2013). This gap should be minimised so that
customers can get the new products in desired time frames in order to satisfy their needs. This is
also beneficial in order to make goods reaches at right place and at desired time period which
were expected by their clients.
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Financing: It is the most vital functions of marketing. Firms should make plans and
strategies in order to generate sufficient of funds so that they can easily make advertisement of
new products. This helps in creating awareness and increasing sales ratios so that customers will
purchase them thus increasing their sales ratios. In each organisation mangers keep in account
the amount of money which is available with them so that they can can adopt best and effective
methods for advertisement of new goods. Higher authorities should decide amount on monthly
bases which can be used by them to make advertisement of new goods. The best source of
advertisement should be used so that cost will be lost and results will be effective. The methods
like sales promotion and personal which take more time and money should be adjusted in order
to maintains for other activities which are essential for business.
Market research: It is also a valuable function and their main aims are related with
collecting most important and useful informations (Silver and et. al., 2012). It helps in analysing
the target markets where products can be easily sold thus profitability factors of firms can be
easily enhanced. Research has various advantages as it helps in knowing about recent trends
which are evolving at market places so that basic needs of clients can be easily fulfilled. This
helps in achievement of success for firms in order to expand their product line by adding new
features in goods.
Pricing: It is also an essential function in order to determine pricers at which goods will
be sold to customers. The pricing policy which are adopted by firms should be economical so
that customers can easily purchase them as they will be according to their budgets. If firms adopt
economical price to sell their products then their profitability will be increased and higher cost
implies less profits as customers will think about their budgets before they plan to purchase
products. The most crucial factor for firms is to decide right cost at which goods have to be sold
in order to increase their potential clients who can buy their goods thus increasing their
profitability (Desai, 2013). Firms should keep in mind quality of products while they are
deciding price in order to sell goods. The prices should be economical because higher prices have
changes to decreasing total number of customers and lower prices implies decreasing growth
factors for firms. Thus it can be said that prices should be adopted which are valuable in
achieving economies of scale.
Products and Service Management: It features come after targets market have been
analysed where goods will be sold to their potential customers at prices which are most suitable
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to all customers. There should be effective coordination among all the departments of firms in
order to carry out their business operations in planned and effective ways. If customers are facing
any type of difficulty after purchasing the goods then these should be resolved in order to satisfy
them and achieve loyal customers. After sales services are offered by firms in order to analyse
that clients are not facing any problem and they are happy with products or not.
Promotion: It is related with advertising of new products and creating awareness so that
customers can purchase them and firms get a chance to attract new customers who will buy their
goods. Various methods are used by firms according to their budgets for promoting their goods.
The main focus of firms are linked with adopting those methods for advertisement which are
effective to attract clients thus raising their profitability ratios of business. The effective and best
tools are used for creating awareness according to money which is available with firms.
Selling: The idea of marketing and sales are interlined with one another as there working
are dependent on each other. This helps in determining if firms can achieve growth or decline in
their overall operations (Rudden, 2016). Firms design selling strategies after analysing recent
trends at market place so that goods will be sold effectively and this can be gained if planning are
done in order to execute effective marketing research plans. The target markets are beneficial in
order to achieve higher profitability. Effective selling strategies can be adopted formulating plans
and policies. Selling plans also helps in analysing sales ratios in future times as it will be
effective and increase profits for firms or not.
Marketing and Information Management: This role is very essential in order to make
effectual plans and policies so that good decisions can be taken which are useful for executing
business operations. The important informations are collected which are useful in conducting
different marketing activities so as to create awareness (Dibb and Simkin, 2013). Every business
firms are focusing on reaching towards their target markets so that sales can profit can be
enhanced. McDonald's are developing various scheme like combo packs, free gift toys for
children as they are sole body who are intimately responsible for increasing high profits.
P2 Role and responsibility of marketing functions in relation to McDonald's
If business like McDonald's wants to gain success and focuses on smooth functioning of
all business activities, then this can be achieved by manager assign roles to employees according
to skills and capabilities. This helps in achieving targets by business in specifies times as it was
decided by them. All persons at business should know the importance of roles which are assigned
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to them thus achievement of growth and success. Plans and policies are helpful in enhancing
profitability of firms so that all their activities are carried out without facing any difficulty.
If business wants to make its position different at market places then they can add new
features in products in order to gain competitive advantages. This also results in analysing needs
of customers and making them goods available according to their choices. Brand image of
McDonald's can be enhanced they adopt economical pricing strategy to sell their goods. Plans
and policies should be effective in order to increase foot falls of customers who will purchase
their goods (Ogunmokun and Tang, 2012). It helps in establishing large market areas where most
customers will buy products of firms thus enhancing their profitability ratios.
The different functional areas in business comprises of Information Technologies ,Human
resource areas, Marketing, Finances etc. The selected business should adopt business structures
which are very effective in order to execute their working in effective and planned ways. If all
departments at business are working in planned ways then it results in achieve goals and
objectives in planned ways. Various promotions are given by McDonald's in order to attract
customers and increasing profitability ratios. Effective tools should be adopted for creating
awareness according to budgets which are available with firms. The main department who have
responsibility of handling all budgets are with finance sections.
Marketing and HR department: In each business firms marketing functions are
connected with human resource department. If new and innovative products are developed then
awareness had to be created so that customers can easily buy goods and services. Skill and
talented people are needed for performing this business operation in planned ways so as to
achieve success for firms. Human resource sections are recruiting employees thus they have idea
about every workers who can work in better ways and achieve good results by creating
awareness among people (Fox and Wareham, 2012). As there are changes in economy and
people are busy in their working thus they are mostly satisfied in buying products from one
online website which result sin saving time of going at retail shops. Firms can use advanced
technologies in order to make their products innovative and expanding product lines.
Marketing and IT department: Improvements in technologies are useful in expanding
product line by manufacturing new products or making changes in existing one. Persons can
focus on their minds and develops innovative ideas so that products can be designed accordingly.
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Firms are running their operations in various field like administration, distribution,
customer service management etc. These sections are working together so as to achieve success
and growth. The major role of marketing department are related with creating awareness among
people so that they can buy products and increase their sales ratios. Cited business is using
effectual promotion strategies to enhance their sales in economy.
Roles and responsibilities related to McDonald are:
The roles and responsibilities of McDonald's are described as:
Marketing Research: It helps in knowing the trends at market places so that products
can be manufactured according to choice of customers. It monitors activities of every employee
so that wherever necessary modifications can be done (Nguyen and Simkin, 2012). Quality
aspects should be focused in order to serve customers in effective ways by offering them quality
goods. This results in generating evidences for business for future achievement and growth.
Product Development: This is vital functions of firms as it helps in making modifications
in products according to demand factors of clients. Competitive advantages can be gained if
firms focus on making difference in their products. The main aim of marketing activities are
related with achievement of higher growth and this in turn is valuable for firms to enlarge their
business activities. Each firms are developing plans to make modifications in products in fixed
time intervals. This result in enhancing customers who will buy their goods and services.
Market Segmentation: This policy is adopted by business so that larger markets can be
sub divided into smaller business units. This helps in knowing about different needs of customers
at market place who are adopting plans to buy their goods. Segmentation is done on the basis of
demographic, geographical and behavioural section. It helps in easily knowing demands of
clients and offering them products accordingly (Hsu, 2011). Firms are focusing on using this
strategy as they can easily serve all their customers according to their demands. Effective
communication channels can be adopted by business if they want to maintain effective and
healthy relations with their potential clients.
Sales: The main areas where business is focusing is related with enhancing their sales by
organising different types of marketing activities which are beneficial for them. Sales index can
be increased by developing innovative goods which results in exploring their product lines.
Selected firm should focus on development of strategies to reduce defects from products by
adopting tools to analyse, check and measure quality of goods.
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Communication: The most vital functions of business is linked with applying effective
tools for passing important information to their workers. This is vital factor in order to gain
message according to trends at market place. Communication is every essential to make
customers aware about new products which are available at market place (Mense and et. al.,
2011).
TASK 2
P3 Comparison among 7P's of marketing of McDonald's and Aldi
Marketing mix are described as plans and procedures which are used by business so as to
make promotion of their goods at market places. This feature is valuable in order to make
effective marketing plans for firms. Marketing mix are also called as interrelated approaches as
all functions are dependent on one other for achieving success.
McDonald's
These business started their operation from 1937 and they are dealing in fast food
products. There operations are running under franchise and they have established their outlets in
200 countries and above. They are focusing on giving quality food products to their clients in
order to create good brand images.
7 P'S of McDonald's are evaluated as:
Product: The business is running their operations in fast food industry thus satisfaction
of all age group by providing them quality goods. They are dealing in both non veg and veg
items like chicken Mc nuggets, Cheese burger, Hamburgers, French fries etc.
The firms had made good image at market places as they are dealing in quality goods thus
their sales and profit ratios are increased constantly (Jones and Rowley, 2011). This helps in
achieving loyal clients who will buy their goods and gaining new customers who will purchase
their products. Food items are offered keeping in mind cultural and religious prospect of people.
The coking areas are very hygienic and there are focusing on giving health products to their
potential customers.
Price: The most difficult task for firms to set prices which are effective so that customers
shows interest in purchasing them. This results in achievement of success and growth for firms as
there sales ratios are constantly increasing. McDonald's are using cost effectual strategy to sell
goods to their clients. Various offers are made by firms like combo pack to provide advantages to
clients.
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Place: It describes best location from where goods can be purchased by customers
according to their suitability. There retail outlets are available at various places all around world.
The best location are selected by analysing places which are near to landmarks which are heavily
crowded. They are making plans to expand their business in rural markets by following
aggressive growth strategy. The best outlets are located at those places which are convenient for
customers thus increasing their footfalls.
Promotion: There tools are adopted in order to create awareness about goods thus
development of good relations. The techniques adopted for promotions includes personal selling,
sales promotion, public relations, advertisement etc. This helps in making customers know about
new products or features which have been added in existing goods. This is beneficial in order to
gain and retain clients who can enhance profitability scales.
People: It comprises of all persons who are consuming their goods. If firms want to attain
success then they had to maintain positive relation with their workers. Effective plans should be
adopted to recruit employees who are having skills and capabilities to serve customers in
effective ways. Training should be provided to all workers by their mangers in order to make
them aware how working will be executed and their targets can be easily achieved. There is dress
code for all employees in order to maintain similarity at work place and promote company at
higher levels (Kennedy and Parsons, 2014).
Process: It is related with functional activities which helps in providing quality food to
customers. Time strategies should be framed in order to give services to customer as it was
expected by them. They are focusing on achieving competitive advantage as most of their recipes
are not disclosed. At all outlets the process of manufacturing foods are similar to each other.
They are using attractive design for packing food products thus attracting large group of clients.
Physical Evidence: The food products are called as physical evidence as person can
easily touch and see them, thus they are tangible by nature while services offered are intangible
in nature. McDonald's is offering quality products to their clients as proof of their existence at
market place. There outlets are having good environment like good interior lightning and
designing, attractive sounds and furnished furnitures. This is beneficial in increasing their
potential clients who will use their services.
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ALDI
These are large retail stores who are running their operations in grocery products from
1913. The products are designed by analysing needs and wants of their clients thus satisfying
them. These business are having their presence all around UK and they are selling good at low
prices so that customer's can easily consume them. There main objective is to provide Quality
food at economical prices and this is the main reason behind their success and growth.
7 P'S of ALDI are evaluated as:
Product: To increase their sales ratios firms are offering goods at very economical rates.
The products are designed according to needs and demands of clients (Malhotra, Birks, and
Wills, 2013). They are reducing the overall cost of products by purchasing them in bulk amount,
then they are putting their own branded labels and selling it to clients. They are delivering
products to right customers and at right time and changes can be made in goods according to
customer choice (How to Create a Marketing Plan, 2017).
Price: It describes demands of products by customers at market place. The prices of
goods should not be very high as it risky for firms they will loose their clients and low prices can
make firms face heavy losses. Thus prices should be economical so that customers can easily
purchase goods. Cost can be reduced by purchasing goods at bulk quantity.
Place: It states the outlets from where customers can easily purchase goods according to
their choices. There are different outlets which are offering products to their potential clients who
are in need. There store size are smaller while making comparison with other business but they
have the capacity to store all types of products that are mostly needed by customers.
Promotion: This tool is adopted to create awareness and maintain good relations with all
their potential customers. This helps in promoting goods by using various techniques which are
very effective in their operations (Lamb, Hair, and McDaniel, 2011). This includes sales
promotions, advertisement and branding. Thus people can easily get information about new
variety in products and their profit ratios can be enhanced.
People: These are the blood cells of every firms. There main aim is to sell goods in order
to achieve higher growth rates in economy. If employees are purchasing goods from this stores
then they can avail heavy discounts. This helps in satisfying their employees in order to enhance
productivity.
Process: It is the most important element as it results in achievement of valuable message
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which results in higher growth. The structures of their stores are very simple in order to make
convenience for customers so that they can easily choose those goods which are needed by them.
Thus time of customers can be saved as they can easily approach towards those goods which they
are ion need of.
Physical Evidence: It is described as goods which are given to customers as proof of
physical evidence. There business activities are carried around the globe thus creating good
brand images. Attractive designing and packaging schemes are helpful in gaining attention of
customers who can but their goods.
(Source: Growth of McDonald, 2017)
The above graph states that McDonald have higher growth rates while making
comparison with firms who are dealing in same business operations. They have adopted effective
plans and strategies so as to position their good images in the minds of clients. They have made
variation in products and are focusing on quality aspects, this helps business to gain competitive
gains while making comparison with other business like Burger King, KFC and Pizza Huts etc.
P4 Basic marketing plans for McDonald's
Introduction:
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The business of McDonald's are operated under chain retailers as there are various outlets
which are giving effective services to all their potential clients around the world. There are more
than 20,000 stores who are offering quality products to their clients who will increase their sales
ratios (Seven Functions of Marketing, 2017)
Vision and Mission Statements:
The mission statements implies that there outlets should implies favourable places for all
customers who can come eat and drink. The operations are carried out around world in effective
ways. The employees are working in positive working environment and efforts are made to make
changes in their business operations (Lipsman and et. al., 2012).
The vision statement implies that that want to see themselves as the company which is
achieving progress in delivering burgers to their potential clients.
SWOT Analysis are evaluated as:
Strength:
 They have achieved high positions from their competitors who are dealing in similar
business.
 Expansion of market operations at national and internationals areas and gaining good
brand image (Malhotra, Birks and Wills, 2013).
 They have kept economical prices of good thus achievement of economies of scales.
Weakness
 Innovative ideas are not achieved for business activities. Threats from high competition.
Opportunities
 By expanding their product line they have achieved higher profits. Various plans are developed which are useful in attracting large group of clients.
Threats:
 They are facing tuff competition from those business who are dealing in same business
operations.
Main Competitors of McDonald's
The major competitors of McDonald's are Wendy's International, Burger King, Pizza Hut
and KFC and they are influencing their profitability ratios as they are offering similar food to
customers.
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Marketing Budget:
The business is mainly focusing on monitoring strategies then they are evaluating the
total budgets which can be used in various types of promotional activities. The finance
department has the total responsibilities to mange cost according to their budgets for advertising
of new products. If there are modifications in technologies then budgets can be shifted there can
be increase or fall in monetary values.
Marketing budget
Particulars 1st year 2nd year 3rd year 4th year 5th year
Initial money 60000 16600 16300 16500 14200
Investment 15500 15600 14200 15800
Total 60000 32100 31900 30700 30000
Marketing
expenditures
Advertisement 8000 5000 8000 5000 5000
sales promotion 3000 2000 5000 6000 6000
Direct marketing 5000 8000 3000 6000 8000
Total 16000 15000 16000 17000 19000
Available balance 44000 171000 15900 13700 11000
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Monitoring and Control
The main focus of each firms are linked with adopting same price strategy for their
overall business operations. There main functions are linked with market prospects. If business is
facing any problem then this can be resolved with the help of using supply management plans
and policies. This is also valuable for finance department as they can mange their funds which
they need to advertise any new products which are produced by firms in order to achieve growth.
CONCLUSION
From the above report it can be concluded that marketing activities are very useful in
order to analyse differential needs of customers at market places so that products can be
developed according to their needs. Plans which are related with marketing activities are helpful
in establishing strong relations between activities which are performed by various departments.
This helps in achieving targets of business in effective ways. Marketing mix are useful tools in
order to make promotion of goods at market areas.
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Online
How to Create a Marketing Plan. 2017. Available through:
<https://www.entrepreneur.com/article/43018>. [Accessed on 20th September 2017].
Seven Functions of Marketing. 2017. Available through: <http://smallbusiness.chron.com/seven-
functions-marketing-56980.html>. [Accessed on 20th September 2017]
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