The Importance of Marketing Plans in Business Success

This assignment explores the importance of marketing plans in achieving business success. Through effective promotion and advertisement, businesses can attract customers towards their products or services. Segmentation, targeting, and positioning are essential strategies for increasing market share and establishing a strong presence. The marketing mix function helps organizations choose the correct price and place to sell their products or services, ultimately leading to business growth.

MARKETING ESSENTIALS

Table of Contents
INTRODUCTION...........................................................................................................................3
TASK...............................................................................................................................................3
1. Marketing introduction............................................................................................................3
2. Marketing process...................................................................................................................3
3. Role and responsibilities of marketing manager in McDonald's............................................4
4. Explanation of marketing influence and interrelates with other functional departments of
McDonald's.................................................................................................................................5
5. Importance of marketing role in McDonald s ........................................................................5
6. Summary of significance of interrelationship between marketing and other functions..........6
7. Comparison of marketing mix of McDonald's and KFC........................................................6
8. Marketing plan for McDonald's.............................................................................................9
CONCLUSION..............................................................................................................................12
REFERENCE.................................................................................................................................13

INTRODUCTION
Marketing is a very effective tool which defined its essentialsl in rising, it helps in raising
the productivity and profits of the business. Marketing is the best way to promote the services or
selling products of the company (Ali and et.al., 2015). It used to make plans and strategies to
give their top services. To create new plan and satisfying the customer through the services is the
use of marketing. McDonald's is one of the best fast food organisation in the world, they provide
tasty food products their healthy and fresh food products. In unit explain the role and
responsibilities of marketing and explain the marketing plans and their functions.
Further this project is discussed about the marketing functions which played important
role in attracting new customer and developing successful plans. It coordinates and synchronize
activity of various department of business in order to raise productivity and profits of the
organisation Thus, the report is discussed about the marketing plans and strategy of the
organisation. .It also explains the roles and responsibilities of marketing manager in Firm.
McDonald's use marketing essentials plans to increase the growth of business.
TASK
1. Marketing introduction
The concept of marketing is based on production and product selling, it identifies the
needs of customer and make plan how to satisfy their needs, by giving their best services in the
organisation. Marketing is used to know about the current and future trends. McDonald analyses
the present and future trend, through marketing research. This research help to get knowledge of
what the customer wants. Globalization, personalization, technology and integration impact on
the current and future trends of marketing, also increase scope and speed of make decision in
marketing.
2. Marketing process
Marketing is based on four elements: marketing mix planning, marketing
implementation, strategic marketing analysis and control in marketing. The whole process is
based around the analysing marketing opportunities, selecting markets target, developing
marketing mix plans and controlling marketing effort.

 McDonald's is American fast food organization, they provide their food products in form
of different varietyin different taste. They used marketing process to analyse the best
opportunities in marketing, the marketing process help to increase the growth of
productivity of products and business.
 Marketing process help the organisation to make new plans and strategies for developing
their business successfully (Nasokha and Abdullah, 2017). Advertisement and promotion
is the best way to introduce business or company in marketplace. Through this process it
also attracts customers toward the product and services provide by the firm.
 Marketing process helps in achieving goals and objectives in market. It is used to know
the current marketing position and product development process, marketing process is
based on marketing mix planning which focused on the product packaging and branding,
price of product, place and promotion and advertising (Pauwels, 2015).
3. Role and responsibilities of marketing manager in McDonald's
Marketing planning is essential for achieving realistic target, there are some roles and
responsibilities of marketing functions has been followed by marketing manager of McDonald's.
Thus, company perform various types of function related to marketing including strategy and
plans of research development. The main objectives of the organisation is to provide their best
services and good quality product to satisfy their customer needs. The marketing manager of
McDonald's have some roles and responsibilities in the organisation (Coogan and Cluley, 2017).
 Developing marketing strategies and plan: the role of marketing manager is to identify
the needs and demand of guests. Marketing manager of McDonald's make strategies to
attract customer's toward their various food product. They developed plans to relating to
manner in which products/services will be promoted along with selection appropriate
distribution channel. make food more healthy and tasty better than the other organisation.
 Monitoring marketing environment: the roles and responsibilities of manager in
McDonald's is to identify the new trends of people in market and analysis what the
people want in the variety of fast food, and make changes according to the analysis
report. Marketing environment monitor by six major points, economic, social, cultural,
natural, technological, legal and political (Davis, 2017).
 Marketing research: the main responsibility of organisation marketing manager, is
marketing research. This is the main part of their job role as it helps in identifying

business opportunities which are persistent in the environment. They have the knowledge
how to introduce product in market and all the information about it. They make target to
their customers for the products and services which they are providing to their customers
in group (Mac and Evangelista, 2018).
4. Explanation of marketing influence and interrelates with other functional departments of
McDonald's
Marketing department coordinate with other department of business in order to gain
productivity. Interrelation between marketing and all department of McDonald's will decrease
the wastage and also help in exploding overall profit of business. There are some department has
been influence by marketing and interrelated within:
 Finance department: Finance department of McDonald's make plans and budget. All the
profit is based on selling product. Good selling gain profit in business, the work of
finance department is to distribute the profit equally in different sector of the organisation
(Flora, Schooler and Pierson, 2018). For example: McDonald's, finance department has
prepared budget for promotion and distribution. To get implement in any strategy in
marketing of products and services, they required to have financial support, that make all
the activities set by marketing. But some times it gets difficult to handle all the process
by not gaining any profit according to product selling.
 Production department: This department creating food products, to manage balance
between supply and demand of customers. Marketing manager plan to search and identify
the current trend on the basis of study making products. McDonald's make food products
according to the demand and instruction of customers which have been identified through
marketing department. Production department verify that volume of good product is
successful delivered to customer with in a proper time frame. The role of Production
department of McDonald's is to identifying the inputs, scheduling production, minimizing
production cost according to profit and customer needs, ensuring product quality etc
(Unemyr, and Wass, 2018).
 Human resource department: Human resource department played an important role in
any organisation. The role of this department is to hiring highly qualified candidates to
give their best performance by doing task effectively in the company. McDonald's human
resource department motivate their employees to work hard and give their best work

performance and help in the growth of organisation. Marketing function help HR
department to attract the qualified employees toward the organisation. It helps to spread
the information about the business.
5. Importance of marketing role in McDonald s
Marketing is the important part of successful business, through marketing McDonald's
established their business successful in the world. Marketing means to introduce the services and
product of the organisation. Successful marketing make profit in business. By advertising and
promotion company give there introduction in front of people and marketplace. company explore
their business. Every one wants to eat healthy food to stay fit and survive in life. Marketing is
base on research of market, this will help to know about the current trend, and likes and dislike
of people. Thus, this research impact on the growth of the organisation and profit in business.
Marketing of McDonald's product is attracted customer's toward their various types of food
product. They follow different type of marketing functions for increasing business such as,
promotion, selling, marketing information management, pricing and product or service
management. The organisation use promotion function through advertising, public relations and
publicity, sales promotion, direct marketing, personal selling all these activities give impact on
the growth of organisation. Product marketing has been gone by advertising through television,
magazines, holdings etc. This process helps to attract the customers for buying their food
products. McDonald's also used marketing to give information about the new discount offers and
packages to their customers.
6. Summary of significance of interrelationship between marketing and other functions
Marketing get impact on the other functions other department of McDonald's. This
process increases the productivity of product in business. The relationship between marketing
and other functions of this company is based on trust and understanding of making products.
Marketing impact on the McDonald's different department, such as financial department, human
resource department, service department, production department etc.
7. Comparison of marketing mix of McDonald's and KFC
McDonald's is the fastest growing firm that offers amazing delicious fast food products to
consumers. It has many branches across the world and offer goods and services to buyers as per
their requirements. Marketing mix has seven major elements: product, price, place, promotion,

people, physical evidences and process. KFC is the biggest competitor of company that offers
amazing vegetarian and non-vegetarian products to its buyers. Marketing mix can be defined as
set of actions and strategies that are used by businesses in order to enhance their sales and
increasing awareness among consumers. Each firm has to develop its own market position, by
implementing effective strategies entities can raise their position and can gain competitive
advantage in market (McDonald’s Marketing Mix (4Ps) Analysis, 2018).
Marketing supports firms in gaining attention of mass audience and makinge them loyal
towards brand. Companies offer variety of products to consumers that can fulfil their
requirements and can make them loyal towards brand. Each client has different needs thus, entity
is required to provide such products and services to buyers that can meet their needs and can
make them satisfy. Price, promotional strategies of organisation influence buying decision of the
companies to great extent. If entity is providing high quality products to clients at affordable
rates then it will help in gaining attention of mass audience and making them frequent buyer as
well (KFC Marketing Mix (4Ps) Strategy, 2018).
Comparison of marketing mix elements of both these firms is described as below:
Illustration 1: Marketing mix elements

Source: Marketing Mix (7Ps). 2018
Marketin
g mix
elements
Marketin
g mix
elements
McDonald'sMcDonalds KFC
KFC
ProductPr
oduct
McDonald's offers burger, beverages,
McCafe, breakfast products to
consumers. Furthermore, it also offers
variety of sandwiches, biscuits to
buyers as per their test and preferences
(Russell-Bennett, Wood and Previte,
2016).McDonalds offers burger,
beverages, McCafe, breakfast products
to consumers. Furthermore, it also
offers variety of sandwiches, biscuits to
buyers as per their test and preferences
(Russell-Bennett, Wood and Previte,
KFC is popular for its streetwise,
snacks, burger, chicken delight,
desserts etc.
KFC is popular for its streetwise,
snacks, burger, chicken delight,
desserts etc.

2016).
PlacePlace McDonald's recently operates its
business in 110+ countries. It has many
outlets across the world. Due to its
visibility last year entity has raised its
profit to great extent (Revenue of
McDonald's Corporation worldwide
from 2005 to 2017 , 2018). Most of the
outlets of company are at near airports
thus, it is easy for travellers to go there
and eat their required food. Intensive
Distribution strategy adopted by
firm.McDonalds recently operates its
business in 110+ countries. It has many
outlets across the world and all its
branches are at visible places. Due to
its visibility last year entity has raised
its profit by 30% and have increased
sales by 60%. Most of the outlets of
company are at near airports thus, it is
easy for travellers to go there and eat
their required food.
KFC has its most of the outlets at
metros and Tier 1 cities only. But now
it has opened many its retail stores at
Tier 2 locations as well. S Increasing
urbanization has helped business in
attracting more consumers towards the
brand and raising its profitability to
great extent. Selective Distribution
strategy adopted by company.KFC has
its most of the outlets at metros and
Tier 1 cities only. But now it has
opened many its retail stores at Tier 2
locations as well. S Increasing
urbanization has helped business in
attracting more consumers towards the
brand and raising its profitability to
great extent.
PricePrice The main agenda of McDonald's is to
cover mass audience and fulfil their
desires. Thus, entity is applying
psychological pricing strategies. This
helps business in ordering high quality
products to them at affordable prices. It
provides attractive discounts and buy-
one-get-one offer to its guests so that
KFC implements mixed bundling
pricing strategies. It offers combo
offers that comprise all prices and
reduce the actual price. Furthermore, it
also implements competitive pricing
strategy in which it sets rates of each
items by looking upon competitor’s
strategy (KFC Marketing Mix (4Ps)

sales can be increased (McDonald’s
Marketing Mix (4Ps) Analysis, 2018).
The target audience of McDonald's is
young teenagers thus, it has adopted
value pricing strategy in order to attract
more young people towards the
brand.The main agenda of McDonalds
is to cover mass audience and fulfil
their desires. Thus, entity is applying
psychological pricing strategies. This
helps business in ordering high quality
products to them at affordable prices. It
provides attractive discounts and buy-
one-get-one offer to its guests so that
sales can be increased (McDonald’s
Marketing Mix (4Ps) Analysis, 2018).
The target audience of McDonalds is
young teenagers thus, it has adopted
this pricing strategy in order to attract
more young people towards the brand.
Strategy, 2018).KFC implements
mixed bundling pricing strategies. It
offers combo offers that comprise all
prices and reduce the actual price.
Furthermore, it also implements
competitive pricing strategy in which it
sets rates of each items by looking
upon competitor’s strategy (KFC
Marketing Mix (4Ps) Strategy, 2018).
Promotion
Promotion
McDonald's takes support of
advertising campaign, billboards in
order to promote its products. Company
has sponsored FIFA world cup , this
promotional strategy has helped
business in attracting more consumers
and gaining attention on a global level .
TV advertisement strategy is used by
business for circulating information
about products and services of business.
This helps company in making people
KFC is the big and leading brand that
promotes its services through social
media channels. It takes support of
Facebook, Twitter in order to make
healthy communication with
consumers and making them aware
about product and services of KFC.
Many times entity take support of print
media that includes newspaper,
magazines for promoting brand across
the world.

aware with its products and
services.McDonalds takes support of
advertising campaign, billboards in
order to promote its products. Company
has sponsored FIFA world cup , this
promotional strategy has helped
business in attracting more consumers
and gaining attention of mass audience.
TV advertisement strategy is used by
business for circulating information
about products and services of business.
This helps company in making people
aware with its products and services.
KFC is the big and leading brand that
promotes its services through social
media channels. It takes support of
Facebook, Twitter in order to make
healthy communication with
consumers and making them aware
with product and services of KFC.
Many times entity take support of print
media that includes newspaper,
magazines for promoting brand across
the world.
PeoplePeo
ple
McDonald's always prefer to satisfy its
consumers effectively, thus, it motivates
its staff members to deal with buyers
significantly. Entity has created friendly
atmosphere so that employees perform
their work effectively.McDonalds
always prefer to satisfy its consumers
effectively, thus, it motivates its staff
members to deal with buyers
significantly. Entity has created friendly
atmosphere so that employees perform
their work with cheering mood.
The main agenda of KFC is to retain
its skilled employees in company for
longer duration. It treats its workers as
assets of the firm and always gives
them training so that they can deal
with consumers significantly. The
main agenda of KFC is to retain its
killed employees in company for
longer duration. It treats its workers as
assets of the firm and always gives
them training so that they can deal
with consumers significantly.
ProcessPro
cess
McDonald's concentrates on quality,
thus, it follows standards process of
cooking and maintain hygiene. It keeps
hygiene element on priority and
continuously improves its process so
KFC implements changes for
improving its existing process. Outlets
of company are franchise owned.
Company has implemented latest
technologies in order to make its

that it can provide high quality food to
its consumers.
delivering services help the firm in
attracting more buyers and making
them satisfied towards the
brand.McDonalds concentrates on
quality, thus, it follows standards
process of cooking and maintain
hygiene. It keeps hygiene element on
priority and continuously improves its
process so that it can provide high
quality food to its consumers.
Company implements excellent process
and provides quick services to its
consumers in restaurants. These
delivering services help the firm in
attracting more buyers and making
them satisfied towards the brand.
process smooth and consumer friendly.
It uses applications for users and
consumers can fill their details on
single click. By this way they can
register them self for next
ordering.KFC implements changes for
improving its existing process. Outlets
of company are franchise owned.
Company has implemented latest
technologies in order to make its
process smooth and consumer friendly.
It uses applications for users and
consumers can fill their details on
single click. By this way they can
register them self for next ordering.
Physical
evidenceP
hysical
evidence
Company has created good impression
on its consumers through these physical
evidences. Attributes include in this
element: speedy services, hygiene,
transparency, cleanliness. There are
many families and young people those
who are frequent buyer of McDonald's,
they like the physical appearance of the
firm and that is why they have become
loyal towards the brand (Charter, 2017).
It’s amazing appearance has helped in
making it recognizable. Furthermore, its
website is also very presentable. People
Outlets of KFC are very attractive and
comfortable. That attract people
towards the brand and they like the
environment as well. Entity has
maintained transparency; consumers
can visit kitchens and can see the
cooking process in the firm.
Exterior of KFC is really attractive, its
employees always try to maintain
decorum in the outlet so that other
consumers do not get disturbed and
can enjoy their meal (Meena, 2016).
Outlets of KFC are very attractive and

can get numerous details related to its
products and services any time.
Company has created good impression
on its consumers through these physical
evidences. Attributes include in this
element: speedy services, hygiene,
transparency, cleanliness. There are
many families and young people those
who are frequent buyer of McDonald's,
they like the physical appearance of the
firm and that is why they have become
loyal towards the brand (Charter, 2017).
It’s amazing appearance has helped in
making it recognizable. Furthermore, its
website is also very presentable. People
can get numerous details related to its
products and services any time.
comfortable. That attract people
towards the brand and thy like the
environment as well. Entity has
maintained transparency; consumers
can visit kitchens and can see the
cooking process in the firm.
Exterior of KFC is really attractive, its
employees always try to maintain
decorum in the outlet so that other
consumers do not get disturbed and
can enjoy their meal (Meena, 2016).
8. Marketing plan for McDonald's
Executive summary
I

Marketing planning helps business in promoting their products and gaining competitive
advantage. Company is planning to market its combo products that include Burger, pepsi with
brownie for young people.
Vision and mission
The vision of McDonalds to market its combo products is to enhance its sales.
Company’s mission is to gain competitive advantage and become a leading brand globally.
Marketing objective
The main objective of marketing is to increase sales of its combo product by 30% till the
end of 2018. Another objective of business is to open its retail outlet in four other markets and
expand its operations across the world (Ali and et.al., 2015).
Situational analysis
SWOT analysis (Internal)
Strength
 McDonald's has global presence and is operating in many locations successfully.
 It offers variety of food products as per the needs of buyers.
 It maintains hygiene factor in business that helps in creating unique brand image of the
firm.
 It has strong financial position.
Weakness
 Declining market share is the major drawback of McDonald's
 It does not emphases on product development
Opportunities
 Company can expand its business internationally by entering into global markets.
 McDonald's has opportunity to make joint ventures with other brands in order to increase
its sales revenues (Coogan and Cluley, 2017).
Threats
 Changes in laws are the major threat for the company. Changes in test and preferences of consumers create difficulty for company to satisfy
needs of customers.
Porter’s five (External analysis)
This external analysis technique helps in analysing external market position of business.

 Bargaining power of suppliers: there are many suppliers in fast food industry. Thus,
suppliers have weak power and company can change the supplier if it is not satisfy with
particular dealer (Flora, Schooler and Pierson, 2018).
 Bargaining power of consumers: Customers are the lifeblood of any business; if they are
loyal towards brand then entity would be able to generate profit. Customers have high
power and they can influence entire business operations to great extent.
 Competitive rivalry: There is high competition in fast food industry, thus, overall
performance of McDonald's can get affected if competitors make changes in their
existing strategies (Russell-Bennett, Wood and Previte, 2016).KFC, Burger King etc. are
biggest competitors of McDonalds.
 Threat of substitutes: there are many substitute products of McDonald's and it his strong
force.
 Threat of new entrants: New firm cannot create pressure on company because
McDonald's is the established brand an have strong brand position.
Marketing strategy
Product: McDonald's will offer combo products to consumers and will offer immediate
delivery services to them, it will include burger, pepsi and brownie combo pack for children.
This would help business in making people loyal towards the brand.
Price: McDonald's will take support of psychological pricing strategy for its combo pack. This
will help in attracting more buyers towards the brand (Charter, 2017).
Place: Entity will open its more outlets at visible places so that more people can get to know
about McDonald's. Now entity will open its branches at sub urban areas as well.
Promotion: McDonald's will promote its combo pack products and services through social
networking sites. This will help in developing healthy relationship with mass audience (Unemyr,
and Wass, 2018).
Segmentation, Targeting, Position
McDonald's is the leading brand that always provides goods and services to consumers as
per their desires. In order to market its combo product it will take support of demographic
segmentation stray and will provide services to buyers on the bases of their age and income.
Young people will be the main target market for combo product. Furthermore, entity will apply

differentiated targeting strategy. This will help firm in reaching to mass audience. Furthermore,
cost positioning strategy will be implemented this will aid in developing brand positioning
market (Mac and Evangelista, 2018).
Budget
The entire marketing budget for the McDonald's will be £10000. In this amount, it will be
able to market its products and will increase their market share as well.
Rent £1000
Direct expenses (salaries, etc.) £5000
Indirect expenses (utility bills etc.) £4000
Total cost £10000
Controlling and monitoring
Marketing planning helps business in promoting their products and gaining competitive
advantage.
Marketing objective
The main objective of marketing is to increase sales of McDonald's by 30% till the end of
2018. Another objective of business is to open its retail outlet in four other markets and expand
its operations across the world (Ali and et.al., 2015).
Situational analysis
SWOT analysis (Internal)
StrengthMcDonalds has global presence and is operating in many locations successfully.
It offers variety of food products as per the needs of buyers.
It maintains hygiene factor in business that helps in creating unique brand image of the
firm.
It has strong financial position.
Weakness
Declining market share is the major drawback of McDonald's
It does not emphases on product development
Disgruntled franchisees
Opportunities

Company can expand its business internationally by entering into global
markets.McDonalds has opportunity to make joint ventures with other brands in order to increase
its sales revenues (Coogan and Cluley, 2017).
Threats
Changes in laws are the major threat for the company.
Changes in test and preferences of consumers create difficulty for company to satisfy
needs of customers.
Porter’s five (External analysis)
This external analysis technique helps in analysing external market position of business.
 Bargaining power of suppliers: there are many suppliers in fast food industry. Thus,
suppliers have weak power and company can change the supplier if it is not satisfy with
particular dealer (Flora, Schooler and Pierson, 2018).
 Bargaining power of consumers: Customers are the lifeblood of any business; if they are
loyal towards brand then entity would be able to generate profit. Customers have high
power and they can influence entire business operations to great extent.
 Competitive rivalry: There is high competition in fast food industry, thus, overall
performance of McDonalds can get affected if competitors make changes in their existing
strategies (Russell-Bennett, Wood and Previte, 2016).
 Threat of substitutes: there are many substitute products of McDonalds and it his strong
force.
 Threat of new entrants: New firm cannot create pressure on company because
McDonalds is the established brand an have strong brand position.
 Marketing strategy
 Product: McDonalds will offer variety of products to consumers and will offer
immediate delivery services to them. This would help business in making people loyal
towards the brand.
 Price: McDonalds will take support of psychological pricing strategy. This will help in
attracting more buyers towards the brand (Charter, 2017).
 Place: Entity will open its more outlets at visible places so that more people can get to
know about McDonalds. Now entity will open its branches at sub urban areas as well.

 Promotion: McDonalds will promote its food products and services through social
networking sites. This will help in developing healthy relationship with mass audience
(Unemyr, and Wass, 2018).
 Segmentation, Targeting, Position
 McDonald's is the leading bCONCLUSION
 It has been concluded that marketing plans and strategies increase the growth of
organisation and their business. Above the study, it explains the role and responsibilities
of marketing. It also explains the whole process of planning new strategy which increase
the profit level of the company. It has been concluded that all the marketing plans help in
making business successful. Through promotion and advertisement people get attract
toward the food product of organisation. Segmentation, targeting and positioning is the
best way to increase business successful. All the marketing function help organisation to
established great their business in marketing place by choosing the correct price and
place.
 rand that always provides goods and services to consumers as per their desires. It
will take support of demographic segmentation stray and will provide services to buyers
on the bases of their age and income. Furthermore, entity will apply differentiated
targeting strategy. This will help firm in reaching to mass audience. Furthermore, cost
positioning strategy will be implemented this will aid in developing brand positioning
market (Mac and Evangelista, 2018).
 Budget
 The entire marketing budget for the McDonalds will be £10000. In this amount, it
will be able to market its products and will increase their market share as well.
 Controlling and monitoring
 Marketing manager of McDonalds is required to monitor the progress and have to
control over each activity so that overall marketing objective can be accomplished
successfully. In order to do the same entity will apply test-marketing strategy will be
beneficial because by this way for will get to know reaction of buyers. Furthermore,
feedback will be taken from buyers in order to identify their point of view for the
products and services of company (Davis, 2017). Marketing manager of McDonald's is
required to monitor the progress and have to control over each activity so that overall

marketing objective can be accomplished successfully. In order to do the same entity will
apply test-marketing strategy will be beneficial because by this way for will get to know
reaction of buyers. Furthermore, feedback will be taken from buyers in order to identify
their point of view for the products and services of company (Davis, 2017).
CONCLUSION
It has been concluded that marketing plans and strategies increase the growth of
organisation and their business. Above the study, it explains the role and responsibilities of
marketing such as developing marketing strategies and plan, Monitoring marketing environment,
marketing research etc.. It alsoThe unit explains the whole process of planning new strategy
which increase the profit level of the company. It has been concluded that all the marketing plans
help in making business successful. Through promotion and advertisement people get attract
toward the food product of organisation. Segmentation, targeting and positioning is the best way
to increase make business successful. All the marketing function help organisation to
established great their business in marketing place by choosing the correct price and place.

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McDonald’s Marketing Mix (4Ps) Analysis. 2018. [Online].Available through
http://panmore.com/mcdonalds-marketing-mix-4ps-analysis