Marketing Essentials and Strategies

The given assignment is about marketing essentials and strategies. It highlights the importance of market research in understanding customer needs and preferences. The marketing mix approach helps businesses to gain an edge over competitors by using various elements such as product, price, promotion, and place effectively. A well-planned budget is also essential for a business to reduce costs and achieve targets within a specified time frame.

Marketing Essentials

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1 Key roles and responsibilities of marketing function............................................................1
P2 Roles and responsibilities of marketing relate to wider organisational context...................3
TASK 2............................................................................................................................................5
P3 7 P's of marketing mix...........................................................................................................5
TASK 3............................................................................................................................................8
P4 Produce and evaluate basic marketing plan...........................................................................8
CONCLUSION..............................................................................................................................11
REFERENCES .............................................................................................................................12

INTRODUCTION
Marketing is the department which works to achieve targets in effective and efficient
way. Marketing department tells about use of various approaches through which targets can be
achieved and this helps to make changes in roles and responsibilities. There is use of techniques
through which marketing of product, this is effective for making good profits. There is
requirement of policies through which more and more customer can be targeted and it helps to
satisfy customer (Bastable, 2016). There is use of factors through association can compete with
external factors of business.
This report is based on Mc Donald's which is one of the best brand in fast food sector.
This enterprise was founded in 1940 which was launched by Richard and Maurice Mc Donald. In
this report there is discussion about key roles and responsibilities of marketing function,
interrelation of various departments of company, marketing mix of Mc Donald's and marketing
plan.
TASK 1
P1 Key roles and responsibilities of marketing function
Marketing department is one of the important sector which works to increase sales and it
helps to make policies with which changes are possible and this affects business goals and
objectives. Thee are possibilities that due to use of marketing techniques there will positive
impact on profits and sales of company (Functions of Marketing, 2017). These days changes are
frequent and it helps to get positive results out of it. There are policies which are beneficial for
adopting changes in roles and responsibilities of various employees. In Mc Donald's there is use
of techniques which are competent to market and they use various approaches through which
changes in product can be acknowledged to customers.
Marketing plan is effective as it helps to know about techniques which are frequent and
significant for making marketing activities systematically. In marketing plan activities are
performed in significant way through which alterations are possible and this helps to make
business operations in significant way. Marketing process is discussed as under-
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Illustration 1: Marketing planning process
(Source:- Marketing planning process, 2017)
 First step in marketing process plan is to analyse market and its related factors. This helps
to know about market.
 After analysing market, marketing targets must be fixed through which changes are
effective for approaching customers.
 After analysis targeting customer marketing manager has to set policies which are
effective for attracting customers. In this set there is proper planning related to funds,
resources, etc.
 Next step is to provide marketing mix knowledge which is significant to altering policies.
This helps to make changes in product and services.
 In last there is need of controlling. When above mentioned points are done then there will
two possibilities, either positive or negative so it is essential to alter factors and then
emphasise on getting positive results (Batt, 2013).
Key responsibilities which has to be performed by marketing department are as under-
Selling- Selling means to convert prospective buyer into buyer. When marketing
personnel of Mc Donald's come with contact with customers, so there are possibilities that client
is ready to buy product, so in this case marketing personnel has to sell product.
Better communication- Communication is one of the effective techniques which is used
to make employees aware of activities which are required to be performed. Marketing manager
has to create link with various department to collect and deliver ideas and information, so in this
case marketing personnel keeps in mind about use creating better communication.
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Promotion- In Mc Donald's there is use of techniques which are frequent and significant
for delivering information about new product or changes in product. This is responsibility of
marketing department to know what can be done through which promotion of product is
effective for increasing sales (Berkowitz, 2016). There is involvement of cost and time in
promotion so it is essential to considered such factors too.
Financial assistance- To perform business activities smoothly, there is need of finance.
So, it is essential to work in proper way. Marketing manager has to select approach through
which thy can contact various people and cost must be low.
Distribution- Mc Donald's deals in food segment, so it is important to deliver product on
time. Hence marketing manager select various sources through which product will remain fresh.
Mc Donald's has outlets in all over the country, so it is responsibility of marketing manager to
select different sources through which transportation time and cost are low.
Research and development- These days taste of society is changing frequently. There is
use of approaches through which marketing personnel can about change in taste. This means
they have to alter product and services. Research is performed by marketing department and then
they deliver to production department.
Planning- This is one of the important feature to run business effectively. There are
varieties of activities which help association to achieve main goals and targets. Through panning
activities are clear to employees ad they are aware about their roles and responsibilities (Chen,
2013). There is planning about use of factors which help to raise funds and optimal use of
resources is possible.
P2 Roles and responsibilities of marketing relate to wider organisational context
Marketing department has many roles and responsibilities through which business
operations can be performed in significant manner. There s us of techniques which help company
to make changes in activities and this helps to judge activities of company. While making use of
marketing techniques, some information will be gathered, so it is important to work according to
it. This information must be delivered to various other sectors, so this helps to make changes in
working styles as well as operations. Mc Donald's has good image in market, this is possible
because there is synchronization in activities and modifications are done to satisfy demand of
customer.
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Mc Donald's has varieties of product which is significant to running business and create
good image in market, so there is use of techniques which are effective and appropriate for
growth of company. There are possibilities that due to lack of information there will not best
output. As in Mc Donald's there are various departments so there must be god and effective
communication (Ellguth, Kohaut and Möller, 2014). This helps to perform business operations as
per need and positive results can be get. Marketing department ha relations with various other
departments, which helps to perform business operations properly.
Human-resource-management and Marketing- In Mc Donald's there are numerous
workers which work at various levels. There is difference in their culture, education, etc. so
marketing manager has to communicate with them as per their level . While there is need of
workers, so marketing personnel select candidate as per requirement.
Finance and Marketing- As there are many attractive promotional events of Mc
Donald's so there is use of such approaches through which association can change business goals
and objectives. Source of Finance must be selected from the source which is cheap and easily
available. Marketing manager perform research associated with sources of finance and hence
best alternative must be selected.
Research & development and Marketing- Research work is closely related to
marketing. This is effective for approaching company and do not use polices which are frequent
and significant for developing business. While research work, options which are significant for
growth of business will be selected (Hockenberry, Wilson and Rodgers, 2016).
Customer service & Marketing- Marketing personnel remains in contact of customer to
communicate about new product or offer offered by Mc Donald's. Sometimes there is need of
feedback through which changes can be made. So it is performed by marketing manager of Mc
Donald's and then this information is used by customer care department to solve issues faced by
company. In case the is problem in delivery service of Mc Donald's then this is effective for
making changes in working style and positive results will get.
Production and Marketing– Mc Donald's has good quality product which satisfy
demand of customer. They must have to keep in mind about taste and culture of customer where
outlet is serving. As Mc Donald's serves in all over work. So there is difference in heir taste.
Marketing manager ah to deliver such information to production department so there will
improvement in product. There will nil chances of over or under stock. There is requirement of
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various resources through which production can be performed, this is responsibility of marketing
department to select source which is important and significant for reducing cost of product
(Hoeffler, Herzenstein and Ginzburg, 2015).
Sales and Marketing- Marketing department is one who deals with customer to deliver
information related to product of Mc Donald's. Sales can be done when customer is aware of
product feature and its taste, so marketing and sales departments are closely related to each other.
There is use of policies which are significant to work according to need of various policies.
There is use of approaches which helps to increase sales. Marketing department works to make
strategies through which customer gets attracted and this helps to increase profits.
TASK 2
P3 7 P's of marketing mix
Marketing Mix of MC Donald's
Marketing mix refers to creating a perfect blend of all the 7P's compromising product,
price, promotion, people, physical evidence, process and place of business in order to product
most distinctive product to its customised that cater their needs and helps an organization to
maintain its competitive edge and brand in the market (Schooleman, 2012). Thus, marketing
department of Mc D with its marketing strategies tries to provide right product, at right price, at
right place by adopting most appropriate promotional strategies to is customers. Mentioned
below is the comparative study of Mc D's marketing mix with one of its leading business rival
Burger King
Basis Mc D Burger King
Product It offers a variety of products
ranging from burgers, drinks,
sandwiches, desserts etc. in
accordance with customers taste
and demands. Mc D having its
franchises across world take
special care for its customer's
sentiments and make necessary
It provides with a variety of
items in its menu starting from
snacks to full meals for its
customers of different ages. It
includes burgers, fries,
milkshakes, salads, desserts
etc.
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changes in its ingredients used
in accordance to their culture
and religion specifications.
Price Mc D follows bundle pricing
strategy combined with
premium pricing strategy to sell
its products. It marketed it
products as happy price menu
which is of high quality and
reasonable price
It follows market oriented and
bundle pricing and provides
quality food at affordable
prices to its customers.
Place Mc D being world's largest
chain of restaurants have its
operations running in more than
119 nations in where it operates
around 36900 outlets in different
malls,supermarkets, highways
etc.
Burger King is a global brand
having its franchises in an
around 100 countries with
approx 15243 outlets in metros
cities . It has also developed
website ordering and mobile
app system to make it
convenient for its consumers to
place order.
Promotion It does it brand promotion on
international platform through
sponsoring various events like
football matches, different clubs.
It also make use of various
medials like TV, hoardings,
magazines, radios, internet etc.
It applies various techniques of
s ales promotion comprising
advertising through TV, print
media, internet etc. It
extensively uses digital
marketing to reach its target
audience.
Physical Evidence Mc D store focuses on providing
clean and hygienic interiors. It
stores ambience gives a feeling
of fun, love, lively and is
Burger king has made
remarkable presence in most
developed countries . With
more than 15000 stores burger
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portrayed as a family brand . king is now capturing new
opportunities in potential
markets in developed countries
like India. It works on one
restaurant in 3KM radius
strategy.
Process Mc Donald's pays special
attention to the sentimental
beliefs of its customers and
therefore continuously enhance
and modify its menu in
accordance with the local
flavours and religion and
cultural beliefs (Trinkley, and et.
al., 2013). Also Mc D have
complete visible counters which
gives its customers a peek about
their hygiene and cleanness
standards. It make use of latest
equipments and technologies in
its food cooking, packing and
distribution process.
It has a efficient supply chain
which helps in maintain the
smooth flow of all its activities
and business process. Also it
make necessary change sin its
menu in accordance to its
customers taste and
sentiments. It has a well
operated process from
receiving orders to residual of
food which helps Burger king
to provide good customer
services.
People Mc D formulates all its policies
and strategies keeping its
employees and customers in
center of focus. It works on the
belief that happy employee gives
happy customers and therefore
continuously motivates its
employees by providing them
It put both its people –
customers as well as its
employees in center of focus.
It has highest customer
satisfaction ratio than any
other fast food chain. It
maintains an efficient team of
employees that helps in
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with appropriate training to
make them competitive. Also it
keeps on hiring fresh talented
individuals to provide company
with benefit of new and creative
ideas. It also provide assistance
and training to individuals who
are willing to open its franchises
and help them to set up its
business operations,
providing customer
satisfaction through their
prompt services to its clients.
To maintain their performance
level and motivate its
employees to be dedicated
company conducts various
programs for recognizing its
employees efforts like best
performer for week, promotion
or salary increment for
appreciation of work by
individual employee and so on
TASK 3
P4 Produce and evaluate basic marketing plan
Marketing-Plan
Company Overview
Mc Donald's is a world largest chain of restaurant which was established in 1937 with it
headquarters in California. It deals a variety of products veg and non veg items comprising
burgers, shakes, French fries, wraps, desserts, salads , breakfast items, chicken products etc. It
has a proficient team of 235,000 who are maintaining its operations in more than 119 nations
having approx 36900 outlets (Sherry and Canon, 2014). It is the second largest company in
private sector for employment generation which is expected to provide employment to around
1.9 million employees.
Vision and Mission Statement Mc Donald's :
Vision: “ To be the best and leading fast food provider thought out the globe.”
Mission: “McDonald's brand mission is to be our customers' favourite place and way to eat and
drink. Our worldwide operations are aligned around a global strategy called the Plan to Win,
which center on an exceptional customer experience – People, Products, Place, Price and
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Promotion. We are committed to continuously improving our operations and enhancing our
customers' experience.”
SWOT Analysis Mc Donald's:
Strength
 Being worlds largest restaurant chain it
have a large and loyal customers base
 Due to high demands of its products
company enjoys benefits of economies
of scale leading to higher profits for it
and benefit of keeping its products
affordable for its customers
 Mc D is one of the efficient and
competitive company who manges its
position and market share by
continuously evolving its menu as per
customers taste and requirement, keep
on hiring proficient employees to give
prompt customer services.
Opportunities
 Company has an opportunity to grow
and diversify its market shares in
developing countries like India
 It has the opportunity to develop new
products and enter into new market
segments
 Mc D CEO has announced its re
franchises 3500 by the end of 2018
which is likeable to expand its global
share from 81% to 90%
Weakness
 With growing competition its has
become difficult for Mc D to find
potential prime location within U.S.
Also, diversifying internationally is
subject to many challenges like
cultural, religion-al and others requiring
company to keep on modifying its
menu and strategies to maintain lead
 Due to company's standardized policy
company lacks to be flexible in
responding to variations occurring in
market.
 Company needs to expand globally an
also to diversify its product mix
Threats
 Company is facing immense
competition from national, international
, regional and local food retailers that
are competitive on various levels
comprising price, menu, service,
product quality etc. .
 With increase health awareness among
public,people are shifting towards
preferring organic p[products , fresh
vegetables and fruits rather than fast
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food items that posses area of concern
for McDonald's.
 Also as company does not currently
comprehensive policy on GMO
ingredients, thus GMO regulations
posses threat for the company.
 Strong competition from other leading
peers like burger king, yum brands etc.
STP Approach:
Segmenting It target segment includes people who prefers to have hygienic non
conventional food at a restaurant
Targeting It targets youth and children from middle and high class
Positioning Portrayed as a fun filled food outlet where entire family can enjoy a
meal.
Competitor Analysis:
Its main competitors includes Burger King
Marketing Budget:
Marketing budget
Particulars 1st year 2nd year 3rd year 4th year 5th year
Initial money 3000 7000 10000 12000 12000
Investment 15000 25000 25000 10000
Total 3000 22000 35000 37000 22000
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Marketing outlay
Promotion 4000 3000 3000 4000 2000
sales publicity 4000 4000 5000 5000 3000
Direct selling 4000 2000 5000 4000 5000
Total 12000 9000 13000 13000 10000
Available balance 9000 13000 22000 25000 2000
CONCLUSION
From the above discussion it is clear that as business activities increases then role of
marketing also increasing. There are various tools through which promotional events are
effective for providing knowledge to workers. Marketing manager has to be in contact of various
other departmental head, so this is effective for growth of company. There will use of techniques
which are significant for creating god brand in market. Market department can not work on its
own they have to collect and deliver information from various other departments. Marketing mix
is the approaches through which competitors policies can be known an this helps to know what
can be done through which they get edge over competitors. Marketing budge is effective to know
how much has to spend, when to spend, on what to spend, etc. This helps to reduce cost and
achieve targets in specified time.
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Online
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