Marketing Functions of McDonald : Project
Added on 2020-07-23
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Marketing Essentials
Table of ContentsINTRODUCTION...........................................................................................................................1TASK 1............................................................................................................................................1P1 Roles and responsibilities of marketing function...................................................................1P2 Relation of roles and responsibilities with wider context of organisation.............................4TASK 2............................................................................................................................................6P3 Marketing mix strategy of different organisations.................................................................6TASK 3............................................................................................................................................9P4 Marketing plan for McDonald...............................................................................................9CONCLUSION..............................................................................................................................13REFERENCES..............................................................................................................................14
INTRODUCTIONIn today competitive environment, marketing plays an important role because it aids inachieving competitive advantages over its rivals. It can be defined as a procedure by whichcompany identifies the needs or wants of consumers and then accordingly provides goods orservices to them so that their requirements can be satisfied and they will become loyal customers.With the help of marketing, firm creates awareness about their merchandise by providing allrelevant and important information to them (Baker and et. al., 2016). It creates positiveperception in the mind of customers so that they will only purchase its products instead of itsrivals. In other terms, it can be said that marketing is a procedure by which company providesvalue to its customers and also maintain better relationship with their consumers so that it cancapture large market share. This project is based on McDonald which is an American hamburgerand fast food restaurant chain. This assignment will state about roles and responsibilities ofmarketing functions and how they are related to wider organisational context. It will also explainmarketing mix strategy of different companies as well as their marketing plan. TASK 1P1 Roles and responsibilities of marketing functionMarketing which includes set of activities and procedures by which it creates value forthe consumers by providing better quality of goods or services to them as well as according totheir requirement so that they will only prefer its products rather than of its competitors. With thehelp of marketing, McDonald can create positive brand image and also can maintain goodrelationship with their customers. It includes various types of concepts that are given below- Production concept- In this concept, company only concentrates on the productionprocess so that its efficiency can be increased. This framework was used at the time ofindustry revolution till early 1920. This concept was used so that better quality ofproducts or services can be created which will satisfy the requirements of consumers.This model has main motive to generate high quality of merchandise at lower price sothat enterprise can attract to large number of customers (Berkowitz, 2016). Selling concept- This model was used early 1930 in which mainly focus was given oneffective and aggressive marketing. It is very important concept because everyone wantsto take that merchandise which will be popular in the market. 1
Marketing concept- This model came into force after world war II which mainly focusedon pull strategy. In this era, company only concentrated on creating positive brand imagein the society because if firm will have goodwill in the market then everyone will want totake only its products or services.Societal marketing concept- This model states that company should try to deliver theirproducts or services as per requirement of consumers so that it can capture large marketshare. Roles and responsibilities of marketing function- It has to perform various roles andresponsibilities for getting desired result that are given below- Product- It can be defined as a bundle of utilities which satisfies the need or wants oftarget market. So company should try to identify the requirements of its consumers sothat it can design their merchandise accordingly. For this purpose, research activities arecarried out by marketing department that collects all relevant and important informationrelated to clients. This collected data helps in designing goods or facilities as per needs ofconsumers (Brassington and Pettitt, 2013). Price- It is very important monetary element that is charge by company from itscustomers in exchange of their goods. While setting value of merchandise, marketingdepartment plays an important role because it knows very well about its customers. Itprovides idea to the company that what price can be afford by its target consumers. IfMcDonald wants to get success then it should charge reasonable prices so that customerscan afford it. Selling- Buying process ends on it in which merchandise are handed over to consumers.For deliver of goods in more convenient manner, marketing department has to take lots ofefforts. McDonald should try that its every products are easily available to all nearbystores.Promotion- It is one of the most important task of marketing department of McDonald.In this, it creates awareness about their merchandise and also communicate with theirclients about benefits of goods so that they will only purchase their products or services. MIS (Management information system)- Marketing department is one which collects allrelevant and important information related to customers and recent trends of market. Thisinformation aids top management in taking strategic decision by which company will be2
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