Entrepreneurial Marketing Mix Strategies

The assignment delves into the concept of an 'Entrepreneurial Marketing Mix,' examining how businesses leverage the traditional 4Ps (Product, Price, Place, Promotion) to achieve success. It analyzes relevant research papers discussing various aspects of marketing strategy for entrepreneurs, including customer loyalty, breast cancer screening preferences, CSR challenges, digital marketing evolution, and international marketing decisions. The assignment highlights the importance of segmentation in social marketing and emphasizes global brand strategies within a dynamic marketplace.

MARKETING ESSENTIALS

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P 1 Key roles and responsibilities of the marketing function.................................................1
P 2 Comparison of roles and responsibilities of marketing relating to Organisational Context.3
TASK 2............................................................................................................................................4
P 3 Elements of marketing mix and their role in marketing planning process.......................4
TASK 3............................................................................................................................................8
P 4 Basic marketing plan and its evaluation in context of organisation.................................8
CONCLUSION..............................................................................................................................12
REFERENCES..............................................................................................................................13

INTRODUCTION
Industry having billions of customers requires capturing more market to increase its
turnover. Consumers are the ones who influences on growth of businesses, and their needs and
demands are required to be fulfilled by sellers (Datta and et.al., 2017.). In order to understand
marketplace and customers, marketing is significant for organisations. This report would provide
deeper insight on marketing essentials and their roles in growth of any organisation. McDonald's
is burger chain in United-Kingdom, headquartered in United-States serving worldwide with
Hamburgers, french-fries, chicken, soft drinks, salads and desserts.
TASK 1
P 1 Key roles and responsibilities of the marketing function.
Marketing department has always been an important part of all organisations, it is
responsible for promoting business and its products and services. It helps in increasing revenue,
market share and contributes towards growth of a company and its profitability. Most commonly
misunderstood concept is that marketing is advertising and selling. However, such activities are
part of marketing, and it makes lot of efforts for company like understanding an environment. It
includes audit and analysis, planning of product, marketing, developing, packaging, pricing,
customer service or distribution.
Marketing is very much important in development or expansion of business. Its main
purpose is to attract the customer towards the products manufactured by the company
(Steenkamp, 2017). Marketing plays a significant role in the promotion of business and building
of brand image of the organisation. In this regard, McDonald's is taken in to account which is the
best known brand worldwide. McDonald's focuses on building its brand by listening to
customers. McDonald's is a well known brand in food chain which provide excellent services to
its customers. Following are significant roles and responsibilities of marketing function in
McDonald's are:
1. Strategy formulation: Aligning with organisational objectives and strategies managers
formulate marketing schemes. These plan of actions may be targeted at increasing market
share or expansion, or to add a new channel of distribution or reach a nee market. It is a
role and responsibility of marketing department of McDonald's to develop various
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strategies for the purpose of branding. Selection and application of the best strategy from
the alternative strategies.
2. Market research: It is another major responsibility of this department, which helps
McDonald's to identify opportunities and threats in marketplace to better understand
needs of customers. Moreover, research in marketplace helps to evaluate strengths and
weaknesses of its competitors. Such that company can take appropriate action to win
from weaker rivals and maintain existing customers (Marketing Research. 2017).
Essential role of product promotions or marketing is to develop a target market for the
product which is manufactured by the organisation. In the context, McDonald's has to
targeted the market of different countries in which he expands its business.
3. Product Development: This function helps the organisation to develop new products
and improvising the existing ones. Department evaluates gaps between product range and
present merchandise it is offering to customers where can be any opportunity for
McDonald's. There are marketing employees who identify needs and preferences of
customers to determine improvements required in products.
4. Defining and managing the brand: As for the establishment of business in worldwide
segment McDonald's puts a great role in describing the customers that what the brand
stands for, what are services provided by the company.
5. Role of product marketing and promotions: The marketing department of McDonald's
should create the materials that describes and promotes the core products and services.
This is a significant role which help in increasing the brand image of the McDonald's.
6. Providing direct access for the customers: As a well known food chain, McDonald's
has a responsibility of providing direct access for the customers so that they can order the
products online.
7. Conducting a market research: Research helps the company to define the target
markets and opportunities accordingly and helps to understand how the product and
services are perceived.
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8. Analysis of taste And preference of the customers: It is key role/ responsibility of the
McDonald's managers to perform the analysis of taste and preference of the customer.
Take appropriate measures to meet those preferences.
9. Providing quality product at reasonable price: To capture the market in the different
countries and for the promotion of brand, it is a responsibility of McDonald's to provide
quality product at reasonable price.
P 2 Comparison of roles and responsibilities of marketing relating to Organisational Context.
In present era, it is very important for marketing manager to implement the strategies to
overcome the problems which were discovered in market research (Patil and Bach, 2017).
McDonald's being a family restaurant need to cover all the demands of every generation.
Implementing changes in the company is the foremost priority of the marketing manager which
includes role and responsibilities which are as follows:
 Listening to buyer’s needs: Marketing head after discovering the needs and wants of
customers, need to establish them within the organisation in order to serve them
satisfaction. For example, McDonald's manager recognized the need of low fat vegetable
wraps in market and decided to introduce wrap keeping in mind its health-conscious
consumers.
 Monitor competition and track trends: Marketing manager need to estimate its market
competition and updating trends on regular basis in order to avoid the risk of losing
market. McDonald's investigate the problems inside and outside the company and try to
overcome issue which lower the future risk. For example, with the decreasing sale of
restaurant, manager discovered the need of low fat wrap and planned to launch it as soon
as possible.
 Work and transmit brand values: Basically, marketing head of the company is
responsible for the building and degrading the image of the business. Manager of
McDonald's perform market research to stay in touch with its consumers which help the
company in introducing new commodities according to consumers’ needs and wants.
 Coordinating efforts with the marketing partners of the company: The major
responsibility of marketing manager is to coordinate its efforts with the contributors like,
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media, journalist, social media etc. Manager focuses on relationship with contributors of
McDonald's because it necessary for them to be aligned with the objectives.
 Innovating: Market demand keeps on fluctuating, that is why it is the responsibility of
manager to stay in touch with the consumers with the help of promotional techniques
like, offering them discounts, happy hours schemes which excite buyers to visit the place
again and again. It is the general human tendency which should be understood by
marketing head, that if the customers are offered products at low prices it will directly
increase the demand of that specific product (Hisrich and Ramadani, 2017. E).
 Help in improving sales and consumers: Marketing manager of the restaurant is
responsible for improving its sales and buyers. For example, when the company decide to
launch low fat wrap according to its customers’ demands, it created drastic change in the
attitude of customers towards the company. Further, for improving sales, the manager
also promotes its internal functioning like the kitchen of the MCDONALD'S is open to
every consumer which ensure them the healthy preparing condition of the food.
 Manage marketing budgets: Like every other department marketing department of the
Mc d also focuses on making strategies which do not exceed the planned budget and in
contrary increase the net profitability of the company.
Marketing process
Marketing process of McDonald's implements the use of PR Smith’s SOSTAC
framework which is described under:
Situation Analysis: In this the firm focuses on analysing its internal skills and
capabilities with the help of Swot analysis. Analysing situation assist the firm in attaining growth
and development.
Objectives: In this the firm focuses on setting targets and goals which the hep of 5 S that
is Sell, serve, sizzle, speak and save. This assist McDonald's in deriving products and sale of
food items.
Strategy: The organisation aims at selecting effective strategies which can assist the firm
in targeting potential buyers for its products. Generally McDonald's make use of Segmenting,
targeting and positioning.
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Tactics: In this the organisation aims at analysing the tactics to attract more and more
buyers like for instance McDonald's offers schemes and discounts on specifc food item for
limited period.
Actions: In this step of marketing process the restaurant aims at analysing consumers
reaction to the food products of company. It is the best way to determining buyers changing
requirement and serving satisfaction.
Control: In this McDonald's aims ta establishing control over its products, budget and
plans in order to mange and monitor business performance.
Role of marketing in context to Business to Business services: In this the restaurant
offers food indirectly to buyers. IN this there is no interaction between company ad its customer.
This strategy and tool is not used by Mc Donald's
Role of marketing in context to Business to customer services: In this the restaurant is
directly connected to its consumers and offers food services directly without the interruption of
third party. This mode of selling products is used by McDonald's
Marketing department and its functions are interrelated to all the other organisational
department like,
Finance department: In this the marketing team analyses the change required in food
services and further conveys it to finance team. The team evaluates the funds requirement for
changes and ensure smooth flow of funds in all other departments of McDonald's.
HR department: Marketing department analyses the innovation and changes required in
its food services and further conveys it of HR, The manager make sure that there is adequate
manpower available for further changes and innovation. The department also conducts
recruitment and selection process if required as per the scenario.
Production department: Marketing department conveys all the changes and innovation
required in food products and further production team indulge in making changes as per the
needs and wants of customers.
Sales Department: This department is focused on analysing the sales and profits from the
food products and the need to make further changes therefore it has been analysed that both
department in McDonald's are closely connected to each other.
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TASK 2
P 3 Elements of marketing mix and their role in marketing planning process.
McDonald's started in 1937 as a Barbeque and in 1958 sold its 100 millionth burger, and
now serving restaurants worldwide. Distribution channel for the company is inbound, and by
approved third party. It is operating in conventional franchising, ensuring a fixed process of
production for food. Outbound logistics are its restaurants in sit-down styles or counter services.
McDonald's is using print media advertising and providing high speed services to consumers.
Marketing mix of McDonald's includes Product, Place, Price, Promotion and extended to
Process, People and Physical evidence.
1. Product: Product offered by company should fit needs and preferences of consumers i.e.
what they are expecting to get. Ways in which products or services can be developed are
considered here. Extensive market research can be conducted to evaluate customer
requirements and ensuring that right products are offered to customers (Wahab and et.al.,
2016.). Every product has life cycle including growth phase, maturity phase and decline
phase. Thus, it is important to consistently review and improve/reinvent product.
Marketers requires creating appropriate product mix, by diversifying current product and
increasing product line depth McDonald's has been selling wide range of products in fast
food like hamburgers, cheeseburgers, chicken sandwiches, McNuggets, French Fries etc.
Organisation additionally offers salads, oatmeal, shakes, McFlurry desserts, soft serve
cones, pies, soft drinks, McCafe Beverages, sundaes and other beverages. However,
company announced to introduce nutritional value meals in its product range, but its food
are perceived to be unhealthy. Though after having range of products, the product
strategy of Burger King is way more better as compared to McDonald's.
2. Place: It is another important part of product mix definition, company is required to
make their product accessible to its consumers at convenient place. To make it possible
there should be deeper understanding of target market. When an organisation understand
the market inside out they would be able to make most efficient distribution channels and
positioning of products (Pourfarzi and et.al., 2016). For market distribution few strategies
can be followed like Intensive or Extensive distribution, Selective dispersion, Franchising
etc. To develop the best distribution strategy and channels few points must be considered
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like which consumers segment is targeted; how company's own strategy for distribution
is different from competitors; what is required to increase turnover etc. McDonald's is
more than 36258 restaurants in approximately 119 countries. Company has been
following expansion business strategy, aiming to establish its market in rural and urban
areas. Company gave a statement saying 'McDonald's is looking for best places for
providing convenience to its consumers'. They are having restaurants in neighbourhood
and including malls, airports, colleges to provide customers with value. Most of the fast
food chain cluster to the company in most of the locations. For instance: Where there is a
store of a company located burger king is present on same street. Thus, from the above
analysis, it can be understand that the place strategy of McDonald is way better then
Burger King.
3. Price: It is the amount that consumers are willing to pay in exchange of goods or
services. Product must be designed in such a way that it reflect good value for its price.
This definitely doesn't mean that product is available for the cheapest price. It has been
proven that consumers are satisfied a little high price for a good quality product that
works well for them. The more company charges from its customers the more they expect
for their monies. Price is important to organisation as it determines the profit margin and
survival of company. Sometimes a slight change in price impacts the overall marketing
strategy and affect demand for product and its sales. At present McDonald's is following
cost leadership strategy, accordingly offering its product at competitive prices. Company
is offering quite affordable prices to its customers. It has a menu which is heavily
marketed by “Happy Price Menu”, along with food franchise at low cost and many
combos. This implies that the price strategy of McDonald is better than its competitior
Burger King.
4. Promotion: In marketing mix promotion is crucial as it boosts brand image and turnover.
Containing various elements like sales organisation, promotion, public relations or
advertising. Advertisement typically covers communication of products to potential
buyers and are paid. Radio, print media, internet or commercial adverts are most refereed
mediums for advertisements. Public relation is created and organised by company they
are not paid, exhibition, press releases, seminars, conferences or events are helpful in
developing them. In recent times social media is a key element form communication with
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customers (Du and Sen, 2016.). Most of the people are using these sites and they are
attracted to advertisements present online. McDonald's is focusing primarily on Children
by using its scheme of 'Happy meal', where it has been offering toys to children along
with it. Company also uses lucky draws or scratch cards to attract its customers.
Moreover, it uses other promotional strategies like display of big hoardings at major
public places. Additionally, McDonald's has been offering economy and value meals to
signal buyers for buying separate item for greater value. The symbol of 'M' that signifies
I'm loving it, it is more attracting to buyers recognition of the brand separately form
others. The never changing taste of burgers offered by company is the factor that make it
separate from other fast food chains. The promotional strategy implemented by the
marketing management of McDonald is efficient enough as compared to Burger King.
5. People: Organisations are depended on people for the functioning of the company,
basically every firm have workers fore every particular work from sales staff to managing
director. Hiring the right staff is the key function of the business because employees have
tight control over companies net turnover and profitability (Jackson and Ahuja, 2016).
Further, talking about McDonald's, the company have some rules and regulations for its
employees which are mandatory to follow like the workers have standard uniforms.
Employees are practised to behave friendly with the consumers. Besides, the firm gives
employees chance to get involve in decision making process and give them rewards and
stars as per their performance. Hence, Consumers are the priority of the firm and to
maintain healthy relationship with them, it offers the best and healthy environment of
restaurant to its customers. People involved in McDonald's are given in figure below
1. Every outlet of McDonald's is headed by one restaurant manager who is responsible for
customer interaction and regular operation within the restaurant.
2. Basic crew who are responsible for serving consumer according to their demand. Further, to
motivate them the firm has appointed employee who will measure their performance and reward
them accordingly. Apparently the people of Burger kind are limited but are well trained and this
denoted in their behaviours towards their customers.
6. Process: It is the system in which the firm carry out its operations, also the method of
delivering services to buyers for the items are paying. System consists of pay system,
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distribution system, and other systematic procedures. Every other function of marketing
can be considered later by minimizing the cost and maximizing profits are the key
motives of every firm. Hence, talking about the McDonald's, the company gives
transparent system of food manufacturing to its buyers which creates the healthy standard
for consumers as whole process is visible to them (Toledo and et.al., 2016). In addition to
this McDonald uses the best and efficient equipments. The restaurant offers food items at
lowest prices possible and uses various distribution channel and packaging methods to
attract number of consumers. In contrary, the company follows all the updated traditions
in food and offer the item according to market demand. The company even provide take
away facility in which the buyer do not need to enter the restaurant, this is the system of
ordering and collecting from outside which helps consumers in saving their time if they
are in hurry. Henceforth, till now the company has spent Rs 50crores on its market
research and is the leading family restaurant globally. The process strategy of McDonald
is better than that of Burger King as the McDonald's offers transparent kitchen systems
which demonstrate the processing food which assist in serving satisfaction to customers
about the food they are consuming.
7. Physical Evidence: For companies that are involved in service providing activities, they
should have an evidence that services were delivered. However, it helps in identifying
how business is perceived at marketplace. For example when a customer thinks of fast
food they think of McDonald's or when they want a sports Nike or Adidas. This is the
immediate evidence of brands' presence in market. Organisations with these evidences
can manipulate consumers' perception towards them. Physical Evidence is the
environment in which seller and buyer interacts. They are tangible components that
facilitates communication performance of services offered (Hapsari, Stoffers and
Gunawan, 2017). Consumers tend to rely on material cues if no physical attributes
present. Examples of physical evidences are buildings, equipment, logo, symbols or
signs, annual accounts of McD, business reports, brochures, websites or business cards
etc. McDonald's have been focusing on hygienic and clean interiors for its outlets.
Attractive interiors and proper decorum are maintained at its fast food joints to draw
customers' attention. Quality of services provided by company acts as its major evidence
to customers and fast speed of delivering food to customers. Outside appearance is not
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only the impression that company maintains but the way it functions have impact on
people. It helps in gaining competitive advantage and helps the management of
McDonald to stay ahead of Burger King. Store of McDonald' are located at almost all
prime location of countries across the globe which demonstrate the advantage of firm
over its biggest rivalry.
TASK 3
P 4 Basic marketing plan and its evaluation in context of organisation.
Executive Summary:-
This report is about marketing plan of McDonald's in accordance to its offerings to
consumers. In this plan organisation's arrangements for different segments are showcased. As far
as marketing mix is concerned it is explained in detail in P 3 above. Company has high impact
on its target customers. For new offers company can develop new media plan to promote online
advertisement (Key and et.al., 2017.).
Objectives:-
1. Providing quality food to customers to develop trust in them towards McDonald's.
2. Support British agriculture, company has been supporting 17500 farms in Britain.
3. Offer clarity in career progression to people.
4. Providing support to local community by supporting them.
Vision and Mission:-
McDonald's vision is to be the fastest global service experience in restaurants. Best and
outstanding quality services, clean and valuable so that every buyer smiles at the joint. Mission
statement of McDonald's says that 'Our restaurant should be the most liked place of customers to
drink and eat'. Global strategy of company is to plan to win on an extraordinary customer
experience and continually improvising operations.
Situational Analysis:-
McDonald's is one of the recognized brand in Burger business, having a prominent picture in the
industry. To identify positioning of business and impact of environment on its operations
situational analysis of company is conducted.
SWOT analysis
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 Strengths: Largest restaurants network serving people in more than any other fast food
chain. It is one of the recognizable brand in food industry (SWOT Analysis. 2017).
Providing consistency in food items is its major strength. Overseas market and strong
financial position is another major strength of company. Weaknesses: Weak product developing, slower revenue its management of franchise are
the main weaknesses of company. Opportunities: Globalization and expansion and the growth in dinning out market are
opportunities that are available at marketplace for company. Threats: People are more health conscious and offered products by company are
perceived as unhealthy in eyes of customers. Threat from local rivals in different nations
and saturated industry are threats that are faced by company.
PESTLE analysis
This assessment examines external environment of business that are faced in six areas
mainly viz. Political, Economic, Social, Technology, Legal and Environment. However, a single
organisation cannot affect these factors and are not impacted alone (French, 2017). It is a group
of companies that may influence them. Understanding of such factors would help McDonald's to
develop business strengths and determine potential threats. Also, it enables to highlight available
opportunities and threats in environment.
 Political Factors: It is operations are worldwide, the political exposure of company is
broad. Every organisation is required to adhere to government regulations concerning to
hygiene and health of buyers. Thus, McDonald's similar to any other fast food chains has
to follow rules and regulations applicable to food sector. As people are increasingly
demanding junk food and it markets is increasing along with consciousness among
people towards health. Fast food leads to obesity, cardiovascular diseases and increased
cholesterol among individuals is a factor that may affect organisational performance.
 Economic Factors: Similarly wide exposure in various countries, company is impacted
by number of economic factors at global level. The most important decision that has to be
taken by company is from where to buy raw material (Steenkamp, 2017.). Tax rates,
import tariffs or foreign corporation taxes, employment rate or unemployment taxes in a
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given territory are the factor that have impact on organisation in both positive and
negative way.
 Social and cultural factors: Lifestyle evolution is major factor that affects turnover
performance of McDonald's. People are demanding more farer and sophisticated ways to
eat at restaurants. Hamburgers and potatoes fried are not much like by people as they
once were. Now they prefer buying hamburgers and french-fries or inn Asian countries
rice are liked more.
 Technological Factors: Technology has no major role in fast food industry, improved
techniques helps organisations in rising management and productivity. Wastes are
eliminated in terms of time and resources with the help of scheduling, forecasting,
rooting sales traffic, easy payment modes by customers for food. Thus, McDonald's
would be enable to positively impact its buyers.
 Legal Factors: Regulations applicable in any nations are point of concern for companies.
McDonald's must follow legal requirements like labour or employment laws,
corporate laws or taxation requirements.
 Environmental Factors: People nowadays are more caring towards environment, and
pollution occurring from industries that affects nature. Few years back a packaging
material used for sandwiches by McDonald's was harming environment to which it
responded critically. Now company is not using any material that is harming the
surroundings.
Target market of McDonald's:-
McDonald's offer a fun and friendly environment so that buyers can enjoy, people who
love 'Happy meal' should be served with fresh food. To evaluate target market of McDonald's
STP model is used. Segmentation, targeting and positioning are components of this model
 Segmentation: It is process of dividing population in accordance to certain
characteristics like demography, geographical region, consumer behaviour or psycho-
graphic factors. McDonald's is using demographic segmentation strategy with age being
used as criteria.
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 Targeting: It includes choosing of specific groups after segmentation. However,
McDonald's is not having any specific target population but it customizes products
according to each segment. Of course children are target but not completely, limited
meals are offered to existing customers.
 Positioning: It refers to selection process of marketing mix that is appropriate for every
segment. Manipulating of mix make certain combinations that are adaptable for
organisation (Abratt and Mingione, 2017). McDonald's is using adaptive product
positioning strategy, and involved in improvements continually.
Pricing Strategy:-
McDonald's is using Price differentiation strategy which most suitable for the company at
present. Price bundling strategy used by organisation is a concept in which as the customer
enters the store price of each product is visible with individual product. This helps customers to
order meal or food item of their choice as per their preference and they do not need to ask priced
of each unit. Company is of idea that it should be one price that fits all over its food franchising
chain. Thus, company is not required to make any adjustments in it pricing policy as it most
satisfying at present.
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Promotional Strategy:-
Primary focus of McDonald's is children, its happy meals are attracting for them with additional
toys given to them with meal. Promotional aspect includes all type of communications that
company is having with its consumers. Lucky draws and scratch cards are used for attracting
consumers for buying more food items.
Conclusion of Plan: After analysing present plan for marketing by company it is found that
there are few drawbacks with it present strategy. Company has successfully grabbed attention of
its consumers and is a leading marketer in food industry.
CONCLUSION
By summing up this report it has been concluded that role of marketing is vital for
organisation to develop brand image and position itself in marketplace. Marketing function is
very important to any organisation to develop its marketing strategies, including market research.
Each element of Marketing mix are having to plan objectives for achieving business objectives.
A marketing plan is prepared after conducting situational analysis for both macro and micro
environmental factors and their impact on organisation. Pricing and Promotional strategies
currently used by organisation are also explained in the marketing plan.
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Key, M., and et.al., 2017. Is the Marketing Function Influential or Not? We Should Really Be the
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