Marketing Management INTRODUCTION 3 PART 13 Key Opportunities and Challenges for Brand Extensions

Marketing Management INTRODUCTION 3 PART 13 Critically evaluating marketing management3 Marketing philosophies and concepts 4 PART 27 Evaluating dynamic and trends within environment7 Opportunities and challenges for brand extensions 8 PART 39 Key opportunities to launch a new sustainable brand extension 9 RECOMMENDATION10 CONCLUSION 12 REFRENCES13 13 INTRODUCTION Management is the process of planning, organising,directing, motivating and coordinating and controlling various activities of an organisation. Effective marketing management help an organisation to use its resources at fullest and increase its

Marketing
Management

Table of Contents
INTRODUCTION...........................................................................................................................3
PART 1............................................................................................................................................3
Critically evaluating marketing management.........................................................................3
Marketing philosophies and concepts ...................................................................................4
PART 2............................................................................................................................................7
Evaluating dynamic and trends within environment..............................................................7
Opportunities and challenges for brand extensions................................................................8
PART 3............................................................................................................................................9
Key opportunities to launch a new sustainable brand extension............................................9
RECOMMENDATION.................................................................................................................10
CONCLUSION .............................................................................................................................12
REFRENCES ................................................................................................................................13
.......................................................................................................................................................13

INTRODUCTION
Management is the process of planning, organising, directing, motivating and
coordinating and controlling various activities of an organisation. Marketing management
depends upon size and scope of business and industry in which a business operates (Wilson and
Gilligan, 2012). Effective marketing management help an organisation to use its resources at
fullest and increase its customer base, improve customer opinions, product and services, and
increase company's perceived value. It facilitates value in activities and function which are
involved in distribution of goods and services. In this report organisation chosen is McDonald's,
an American fast food company. It is world's largest restaurant chain by revenue serving over 69
million customers daily over 100 countries. They are planning to launch a new product Mc Cafe
in Trinidad & Taboga. This report is going to cover appropriate marketing philosophies and
concept and evaluating strength of organisation in delivering value to its brand and customers.
Moreover, evaluating dynamic trend of marketing environment and analysing key factor that an
organisation faces opportunities and challenges in brand extension new marketplace.
Additionally, making appropriate recommendation to build a sustainable brand with help of
proper marketing planning process.
PART 1
Critically evaluating marketing management
Marketing management plays a significant role in developing a business with proper
adoption of strategy. The main objective of marketing strategy is to ensure that product must
fulfil customers demand as well as help in maintaining long term relationship with their potential
customer. McDonald's has become the leader in fast food industry with their strong focus on
customer service, advance competition and use of marketing techniques in their development.
Herein, McDonald's are using different marketing management in application to their brand such
as:
Marketing strategies: Marketing strategy is process that allows an organisation to concentrate
its limited resources on greatest opportunity to increase sale and achieve a sustainable
competitive advantage (Peattie and Belz, 2013). Such as McDonald's are using advertising
strategy in promoting their product in competitive marketplace. Its advertising do have positive
and negative impact on mind of customers as well as in society.

Positive impact: From their advertising marketing strategy they are delivering and
promoting their product feature and services. Moreover, they are targeting young generation
from their advertisement as they are more focused towards fast food products.
Negative impact: Its advertising do have negative impact on society such as they are
offering its product and services on fast food. Moreover, they are targeting youth towards the
food product which are not health for an individual on regular basis.
Marketing information system: Marketing information system plays an important role in
delivering and position an product on time as per demand of customers. But this information
system have is own advantage and disadvantage in adoption.
Positive impact: With the adoption of marketing information system McDonald's are
having cost effectiveness as this process has become easier in reducing time and efforts in
delivering products. Moreover, with this marketing management system McDonald's are
increasing their productivity in marketplace.
Negative impact: With the adoption of this marketing information system McDonald's
are covering with huge issues such as absence of security as technologies keep on varying. From
this they orders gets delay or cancel due to lack of technology and hence they loss their
customer.
Marketing philosophies and concepts
Marketing philosophies and concepts help an organisation in order to identify and fulfil
need of its customers. It main aim is to analyses need of customer and take decision to satisfy
those needs better than competition in competitive edge (Hutt and Speh, 2012). Herein,
McDonald's are adopting marketing concept and philosophies in order to deliver value of their
product to its customers. Such as:
Production Concept : Production concept lays emphasis on availability and affordability
of product. Herein, If McDonald's are are able to maintain this two elements then they will be
successful in delivering their product to its customers. Moreover, they should aim in reduction
of cost in delivering their product and focus on mass production as well as distribution. Hence,
these concept help in delivering product and services to customer which create vale for both
organisation and customers.

Product concept: Product concept lays more emphasis on quality of product rather than
quantity of production. Herein, McDonald's are more concerned in delivering best quality of
product to their customers. Moreover, they are practising in continuous improvement over time
because customers are ready to pay higher prices if flavour and taste of product is of high
quality.
Sales concept: Sales concepts is concerned with attracting and persuading customers to
buy their product and services by making aggressive selling and promotional efforts.
McDonald's are focused on their business firms to ensure their sale of product through
aggressive selling techniques. Such as advertising, personal selling and sales promotion in order
to attract its potential customers.
Marketing concept: According to marketing concept customer satisfaction is key
success to a particular organisation. McDonald's are assuming its objective of maximizing profit
in long run by identifying and satisfying need of present and prospective buyers in an effective
way. Herein, they are focused on delivering valuable able product to their customer in order to
attain sustainable market for their product and services.
Social marketing concept: This marketing concept stress not only on customer
satisfaction but also give importance to customer's welfare/ societal welfare. Herein, McDonald's
are not only focusing on customer's satisfaction towards their product and services but also
concerned about societal welfare. Such as taking care of social problems, using proper disposal
system for their waste product. Eventually, they are using recycled bin paper packets in serving
their product. Thus, in this way they are able to maintain their sustainability for ling period of
time as well as creating value for both customers and themselves.
Market orientation and holistic marketing approaches
Market orientation: Market orientation is a business philosophies where an organisation
is focus on identifying customers need and wants and meeting them effectively (.Baker, 2014). It
help an organisation in designing and selling goods and services in order to satisfy customers
need and demand. Herein, McDonald's are playing successful in meeting desire and need of
customer through it product and services in competitive market of fast food chain. Its is customer
centred approach to product design according to customer views and needs. This help
McDonald's in developing their quality of product in order to delivery valuable services to its
potential customers. Thus, market orientation is a successful approach that is adopted by

McDonald's in delivering valuable product and services to is its customers as well as remain
competitive in chain of fast food restaurants.
Holistic marketing approaches: Holistic marketing approach states that business is consider as
a whole ( including research and development, human resource, marketing and finance) work
collective towards marketing and sale of a product (Meffert, 2013). It gives equally importance
to all department which help in contribution towards success of business. The four approach of
this concept adopted by McDonald's to attain sustainability and deliver valuable product and
services to its potential customers.
Relationship marketing: Relationship marketing focus on building strong and long
lasting relationship with all who help directly on indirectly in adding successful of an
organisation. Herein, with this approach McDonald's are able to create mutual profitable
relationship with customers, stakeholder, employees, Chanel partners and financial institution.
Thus, it help in creating strong bond between an organisation and parties by understanding their
needs, desire and goals.
Integrated marketing : Integrated marketing are linked with marketing mix which are
synced to deliver efficient message to its prospective customers. Herein, McDonald's are using
various integrated marketing tool in order to deliver their message to its customers. Such as
television, radio, public relation, print advertising etc.. this approach is one of the important part
of holistic marketing as it ensure that each communication tools must give clear and authentic
information to customers.
Internal marketing: Internal marketing means hiring, training and inculcating business
values in employees in order to serve better to customers. McDonald's are providing proper
training and development session to their employees in order to have proper knowledge about
their product and services they have offering to customer's. So that employees can serve better to
customer's according to their need and requirements.
Performance marketing: Performance marketing focus on returns on business form of
marketing activities undertaking as well as effect on society as a whole (Baker and Saren, 2016).
As each and ever business has some short of responsibility towards society. Herein, McDonald's
are adopting certain responsibility towards welfare of society such as doing business with laws
and regulation abided by government in which they are operating.

The above mention are concepts and philosophies of marketing that are adopted by McDonald's
in order to create sustainability in competitive market of fast food chain as well as deliver
valuable products to its customer's.
PART 2
Evaluating dynamic and trends within environment
McDonald's is one of the largest fast food chain restaurant at world wide. Now they are
planning to launch a new product Mc Cafe in Trinidad & Taboga. With help of PESTLE
analysis they can focus on most significant trends that influence in their brand extension in new
marketplace.
Political Factor: This factor refers to the effect of governmental actions and policies in
operating business activities in a particular country. As government intervention usually
determines and path of business development. In case of McDonald's most significant political
factor is increasing international trade agreements that is an opportunities for them and helpful in
brand extension in new marketplace. Nevertheless, it has been creating an opportunities for
business to come up with different product and services in competitive marketplace. McDonald's
have to respond to political regulations as well as influences in more than 100 countries like
others restaurant, it follow with hygiene and health laws. Currently, they are providing
new”healthy” addition to pre-existing food choices so they add on protein to its fruit smoothies.
This impacted the firm as due to this operating cost enhances and develop government tensions
among countries. For example: US relation with UK have been strained as of late. As well as
communication with Russia can be questioned. It is the American organisation and complication
between governmental parties can move towards present trade agreements, developing hostile
surroundings for respective company to operate overseas.
Economic Factors: Economic factors directly band indirectly influences on business
performance the global economics, regional economics and local companies influences
McDonald's. Such as it affected its growth in developed countries, it create and opportunities for
them in expand their product and brand in developing countries. Thus, with this they can
increase their market share and able to attain stability for longer period of time. The number of
tariffs for imported resources as well as foreign incorporation taxes plays a vital role into

decision. Respective firm has a financial hit from economic recession. Moreover, they are
considered as the higher turnover rate, they recruit and staff leaves the company continuously.
Social Factor: Social factors are influenced by customers needs and demand as well as
behavioural aspect of an individual. In case of McDonald's the most significant socio cultural
factors are busy life style in urban environment. As in today's world busy are more busy in their
day to day business actives so they are attracted more towards fast food which is quick and
convenience for them as a meal. Moreover, it do have negative impact as McDonald's are not
connected towards healthy and diet products in their offerings. Thus, they can focus on healthy
and diet concision item in order to attain opportunities on developing and expanding their
business. Respective company modify their menu and required to shed their unhealthy reputation
for moving forward with leading food trends. In order sustain for the longer period they have to
redevelop their menus for society and consumers.
Technological Factor: McDonald's success is extremely depends on adaption to
maximise benefits of technological trend and resources. In developing their brand in new
marketplace they need to moderate research and development in know their marketing culture of
expanding country. Moreover, McDonald's are increasing business automation with their product
and services in developing marketplace. Eventually, they are increasing their sales with adoption
of online services and their application which has made easier and convince for their customer's.
Respective company required the strong requirements for technology. The technology they
utilise is essential to develop employee productivity, communication among team as well as
generate food as per the consumers expectation. So, it updated their menus with flashy TV
screens hanging from ceiling behind its cashiers. Also utilise its sites to display nutrition data.
Environmental Factor: McDonald's examines influences on ecological trends on
business and customers. Some of the environmental factors that are affective its business
operation are changing climates condition in some of regions. Such now they are planning their
business to expanding in new region. Herein , they need to evaluate proper environment of their
expanding business country. Moreover, they are able to increase on sustainable business
environment as they are well established brand in competitive marketplace. Also,they
participated with Earth hour for minimising carbon foot print so they leave its enterprises for an
hour as well s usage biodegradable packaging in its take away products.

Legal Factors: Changes in legal factors implies on new laws and regulation by imposing
new requirement of operating business. Herein McDonald's need to follow rules and regulation
of new marketplace where they are coming up with their new brand extension in their product
and services. Moreover, the need to properly monitor market in order to have minimum wages
in operating their business. In UK, this is the food standards agency where as in US, this is the
Food and Administration. Into Both market place any employees with food handling taking care
of abilities should join the food cleanliness creating at firms' cost. So, respective firm
implemented the structure which add more controls to those required through whether health
agency and as its customers confronting sites state.
From the above discussion it has been analysed that PESTLE analysis will help
McDonald's in developing their brand in new marketplace with new product. As they have good
command over political factor and operating business with government norms, rules and
regulation in order to sustains in competitive marketplace.
Opportunities and challenges for brand extensions
Brand build strength for an organisation by building customer's consistently proving
superior product and services. It always provide benefit to an organisation as well as customer's
in differentiation of product and services for competitors product in competitive marketplace.
Herein, McDonald's are facing some key challenges and opportunities in extensions of their
brand in new marketplace.
Strategic planning: Before expanding a product into same brand an organisation need
to have strategic planning in improving profitability for longer periods of time ( McLean, 2012).
Herein, McDonald's needs to implement proper strategies before brand extensions in new
marketplace. They need to critically evaluate the market place, customer's views as well as need
and wants what exactly they are looking towards it. If they fail to do such they they will not be
able to develop their business.
Advertising and Promotion: McDonald's need to adopt proper strategies and
development promotional tools in order to capture their market share of new country. Such as
they need to maintain ethical and social issues of an country and according operate their
business. For this they need to adopt proper strategies of advertisement so that advertisement
creating create a meaningful message that do not hurt culture of that country.

Opportunities and technologies: McDonald's can come up with different opportunities
for new marketplace such providing employment to individual who are looking towards its
without and discrimination. Moreover, adopting various technologies which are useful in brand
extension such as online apps so that people feel comfortable in assessing their product and
services. But for this the need to evaluate different strategies that will be useful in operating their
day to day business activities.
Cultural of doing business: Before operating business in new mark place an
organisation need to examine culture of a country. Herein McDonald's need to critically monitor
the culture of new marketplace where they are operating into. If they fails to do so they will not
be able to attain sustainability and develop their product in new marketplace.
The above mention are some of the key challenges and opportunities that are faced by
McDonald's in operating their business actives in new marketplace. Such it is not and easy task
to develop a brand in new market. For this this purpose they need to be very keen in monitoring
market, needs and demand of customer's and according the need to evaluate their business
strategies in developing marketplace.
PART 3
Key opportunities to launch a new sustainable brand extension
By evaluating the above parts, it can be assessed that to launch a new product in the
market is not a easy task (FISK, 2013). Many factors have to be taken into consideration by
McDonald's for a new sustainable brand extension. The objectives of marketing management
process and holistic marketing management approaches are:
Creation of demand: The management process and holistic approaches aims just to
generate the demand for the product from various sources. A suitable analysis is done of the
needs and tastes the customer is desiring for. McDonald's can also generate the demand for the
new product by introducing the product's utility and contained healthy ingredients.
Customer satisfaction: The marketing approaches helps the manager to study the market
and to evaluate the demand for the kind of product the consumers want. Sustainability of new
product depends on the satisfaction level of the customer.

Market share: The main objective of these management process and approaches is to
increase the market share for the company. McDonald's have to adopt various promotional tools
to capture the new market with its new product.
Generation of profits: every company aims to generate profits for its business with the
help of marketing management process and approaches. Generation of profit take place when the
market is occupied with the product which is of customer need and company service is of
satisfying nature. McDonald's has to consider the new market opportunities and to deliver the
new product accordingly to gain the most of profit.
Creating goodwill in the market: the main objective of these management approaches is
to create a good public image of the product and the company in the market. Goodwill is created
with the help of product quality and reasonable price of the product in the market. As,
McDonald's is capturing the new market in trinidad and taboga with its new product , they need
to introduce image building activities like publicity, sales promotions, accessible company
outlets, etc.
RECOMMENDATION
The recommendation is based on the following report for McDonald's to successfully
target the new market with their new product in Trinidad and tab oga. Recommendations include
following points which the company needs to address and they are:
Segmentation, Targeting and Positioning (STP) Strategy: Segmentation defines the
market tendency. In this the marketing management has to identify, select and apply the process
in which they developing their respective business. On the other hand, targeting is task to
identify the attractive segment of the market at which the company should focus. Whereas,
positioning is the task where the business activities are introduced to capture the market.
McDonald's needs to analyse this strategy with proper concern to introduce their new product.
Marketing management process has to be initiated in effective manner to identify the actual and
potential customer base. Target the identified areas with full of its abilities and to capture the
potential customer base. Positioning of the product should be constructed in a proper way to
make the customers satisfy with the companies offerings in comparison to the substitutes
products of the competitors.
 Segmentation: In this, McDonald's consider te large market area and distribute this into
segments. Also, herein base of the segment are determined as well as all segment profile

are developed. This ensures that effective segment are taken. McDonald's take n the
large marketplace.
Basis McDonald's(McCafe)
Gender Both male and female
Age More that 10 years.
Market place Into Trinidad and Tobago( large )
 Targetting: McDonald's new determine whom to target. Thus, they ascertain all segment
for determining what importance exist within whole market segment. They utilises
approach such as differentiation and target middle as well as upper class individuals.
Moreover, good quality coffee and food at affordable cost so that both the targeted class
people can buy it without thinking any thing.
 Positioning: This is developed into whole targeted area. Herein, their products are
positioned competitively within segment. Mc Donald's understand that and developed a
USP for brands on those places. Already they position themselves as an international
brand. Hence, they position its McCafe through new design of cafe and attractive
advertisements by famous celebrities.
Brand Building: This strategy is concerned with creating awareness and promoting the
company in the market. The main aim is to create a unique image of the brand in the market.
Brand building constitutes of description of the product, product differentiation, product
promotion, and evaluation of the product. As, McDonald's is targeting the new market with their
new product they need to use product brand strategy. This ensures that a good quality of product
is been given to the customers with effective brand visibility, good packaging, etc. all these
measures results in making a brand image stronger in the market.
Shaping the market offering: the company needs to manage the products and services
they offer to the customers, developing new products as per the market preference and trends,
introducing pricing strategies to attract the market share in favour. To shape the offering of the
market it is very essential to understand the perspective of customer needs and preferences.
McDonald's needs to enhance the new market by capturing the potential customer base for the

new product. The company is required to plan pricing strategies to compete with the substitute
products already present in the market.
Implementation and control: this process consist of putting marketing strategies into
action. Implementation ensures the success of strategies opted by the company to obtain the
market share. The marketing management unit of the company should ensure effective utilisation
of capital, manpower and resources of the company. The process of implementation of marketing
strategies requires proper skill and behaviour of manpower of the company. Controlling is a
process which is executed for analysing and monitoring the business activities of the company.
Controlling is essential because it help in evaluating the marketing activities of a company going
in proper direction or not. McDonald's is required to see the proper implementation of its
marketing strategies as they are targeting the new market with a new product. So,
implementation will play a important role in the company's establishment in tinidad and taboga.
Whereas, the company is also required to place a proper control over their business activities to
ensure the growth in the market and great sustainability of the new product.
Marketing mix
 Product: As respective company is expanding their brand extension by introducing new
Mc Cafe in another place. So they offer its existing that are Latte, Mocha, premium
roasted deccaf coffee and many more.
 Place: This is the one where the company want to expand or launch their products. So,
respective company introducing it new Mc Cafe within Trinidad and Tobago.
 Price: This is the one towards which customer are more focused. So, in Mc Cafe price of
their foods and beverages are reasonable and affordable according to the products.
 Promotion: This is the elements through which company promote their prducts or
business in effective manner. So, for promoting their new Mc Cafe in other are they put
adds on social sites, television, various online sites and so on.

CONCLUSION
From the above discussion it has been concluded that marketing management plays an
important role in developing, promoting a product into marketplace according to need and
demand of customer's. Marketing philosophies and concepts help an organisation in order to
identify and fulfil need of its customers. Moreover, market orientation and holistic marketing
approaches focus on identifying customers need and wants and meeting them effectively.
Eventually, states that business is consider as a whole work collective towards marketing and
sale of a product. Furthermore, brand of a organisation build strength by building awareness
among customer's consistently proving superior product and services. It always provide benefit
to an organisation as well as customer's in differentiation of product and services for competitors
product in competitive marketplace.

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