Marketing Essentials of McDonald - Report
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Added on 2020-06-04
Marketing Essentials of McDonald - Report
Added on 2020-06-04
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MARKETING ESSENTIALS
TABLE OF CONTENTSINTRODUCTION...........................................................................................................................1TASK 1............................................................................................................................................1P 1 Key roles and responsibilities of the marketing function.................................................1P 2 Comparison of roles and responsibilities of marketing relating to Organisational Context.3TASK 2............................................................................................................................................4P 3 Elements of marketing mix and their role in marketing planning process.......................4TASK 3............................................................................................................................................8P 4 Basic marketing plan and its evaluation in context of organisation.................................8CONCLUSION..............................................................................................................................12REFERENCES..............................................................................................................................13
INTRODUCTIONIndustry having billions of customers requires capturing more market to increase itsturnover. Consumers are the ones who influences on growth of businesses, and their needs anddemands are required to be fulfilled by sellers (Datta and et.al., 2017.). In order to understandmarketplace and customers, marketing is significant for organisations. This report would providedeeper insight on marketing essentials and their roles in growth of any organisation. McDonald'sis burger chain in United-Kingdom, headquartered in United-States serving worldwide withHamburgers, french-fries, chicken, soft drinks, salads and desserts.TASK 1P 1 Key roles and responsibilities of the marketing function.Marketing department has always been an important part of all organisations, it isresponsible 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 commonlymisunderstood concept is that marketing is advertising and selling. However, such activities arepart of marketing, and it makes lot of efforts for company like understanding an environment. Itincludes 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 mainpurpose 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 buildingof brand image of the organisation. In this regard, McDonald's is taken in to account which is thebest known brand worldwide. McDonald's focuses on building its brand by listening tocustomers. McDonald's is a well known brand in food chain which provide excellent services toits customers. Following are significant roles and responsibilities of marketing function inMcDonald's are:1.Strategy formulation: Aligning with organisational objectives and strategies managersformulate marketing schemes. These plan of actions may be targeted at increasing marketshare or expansion, or to add a new channel of distribution or reach a nee market. It is arole and responsibility of marketing department of McDonald's to develop various1
strategies for the purpose of branding. Selection and application of the best strategy fromthe alternative strategies.2.Market research: It is another major responsibility of this department, which helpsMcDonald's to identify opportunities and threats in marketplace to better understandneeds of customers. Moreover, research in marketplace helps to evaluate strengths andweaknesses of its competitors. Such that company can take appropriate action to winfrom weaker rivals and maintain existing customers (Marketing Research. 2017).Essential role of product promotions or marketing is to develop a target market for theproduct which is manufactured by the organisation. In the context, McDonald's has totargeted the market of different countries in which he expands its business.3.Product Development: This function helps the organisation to develop new productsand improvising the existing ones. Department evaluates gaps between product range andpresent merchandise it is offering to customers where can be any opportunity forMcDonald's. There are marketing employees who identify needs and preferences ofcustomers to determine improvements required in products.4.Defining and managing the brand: As for the establishment of business in worldwidesegment McDonald's puts a great role in describing the customers that what the brandstands for, what are services provided by the company.5.Role of product marketing and promotions: The marketing department of McDonald'sshould 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'shas a responsibility of providing direct access for the customers so that they can order theproducts online.7.Conducting a market research: Research helps the company to define the targetmarkets and opportunities accordingly and helps to understand how the product andservices are perceived.2
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