Roles and Responsibilities of Marketing Functions in an Organisation

Marketing
essentials

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK1.............................................................................................................................................1
P1: Explain the roles and responsibilities of marketing functions with respect to any
organisation..................................................................................................................................1
P2: Define the roles and responsibilities of marketing and how it is related to the organisation's
environment.................................................................................................................................3
TASK 2............................................................................................................................................5
P3: The ways in which organisations uses marketing mix for the achievement of the business
objectives. Define with comparison. ...........................................................................................5
TASK 3............................................................................................................................................9
P4: Examine the basic market plan of an organisation. ..............................................................9
CONCLUSION..............................................................................................................................12
REFERENCES..............................................................................................................................12

INTRODUCTION
Marketing is described as a function of management, used to perform the duties and
responsibilities related to the promotion and distribution of a product and service (What Is
Marketing? 2019). For example delivered the message and all informations related to the product
and service to customers in order to create the desire of buying.
McDonald corporation is fast food company of America. The company is founded in
1940 as a restaurant by Richard and Maurice. The headquarter of the company is located in
Chicago, United states. Chicken products, hamburger, cheeseburger, soft drinks, break fast items
are the key products of McDonald's.
In this report key responsibilities & roles of marketing functions and how it is related to
the environment of organisation in respect to McDonald's can be introduced. The ways in which
organisations apply marketing mix for accomplishment of business goals also explained with a
comparison between McDonald's & Burger-king. Marketing plan of McDonald's also introduced
in this report.
TASK1
P1: Explain the roles and responsibilities of marketing functions with respect to any organisation.
Marketing functions includes all the activities from identifying the needs and wants of
customers and satisfying them (Grimmer, 2018). It is an important function of management that
performs all the responsibilities needed for the growth of the organisation. Following are the
activities involve in marketing functions;
Identifying the needs:-
customer is the king of the market and without identifying the needs and wants of a
customer, it is not easy for any business to survive for long. Identifying the needs, wants &
desires of customer is the first step for any organisation. McDonald's constantly investing on
research and development department for identifying and understanding the expectations of
customers.
▪ Planning:-
The next responsibility of marketing function is to develop a marketing plan. Planning
includes the steps from identifying the objectives of business and then setting timeline for the
achievement of these objectives & planning the marketing strategy as per the objectives. The
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main objective of McDonald's is to provide value added services in a friendly environment for
maximise the sale.
▪ Developing the product:-
Another important function of marketing apartment is to develop the product which suits
the desires of customer. The design, quality, cost, reliability & durability etc. are the factors
considered under product development. In terms of McDonald's making modifications in their
existing products with considering the nutritions, taste, proteins, hygiene in their products.
4. Grading and standardisation of product:-
Standardisation means to ensure the uniformity in the design and quality of all products.
Grading is the method used to classify the products as per the similarity in their quality and
features. McDonald's categories its products like veg and non-veg.
5. Labelling and packaging:-
When the product is made and standardised the next responsibility of marketing is to
done labelling and packaging of product in an impressive way to attract the customers.
Packaging is not only done for avoiding the breakage and damage of goods in the movement and
storage, but also done as an promotional strategy. Label is the slip considering all the
informations related to the product and producer. McDonald's uses attractive and impressive
packaging with using the brand name on its products packages.
6. Branding:-
A brand name is the unique identity of a product, used to recognize of a particular
company or organisation's product (Holbrook, 2018). McDonald's ensures to make specific
positions in the market and has made a unique brand reputation in order to recognise its
products.
7. Pricing:-
Another important function performed by marketing is to set the appropriate prices for
products. The price of a product is affected by many factors such as- governmental policies,
competitors prices, manufacturing cost, profit rate etc. McDonald's uses nominal prices in order
to increase sale as much as possible, which results in increasing profits.
8. Promotion:-
Promotion is also an important function of marketing. Promotion functions of marketing
involves delivering the message & information about the product to the customers and encourage
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