Critical Evaluation of Contribution of Current Marketing Management Theory

Running head: EVALUATION OF CONTRIBUTION OF MARKETING MANAGEMENT
THEORY
Critical evaluation of contribution of current marketing management theory
Name of the Student
Name of the University
Author Note

EVALUATION OF CONTRIBUTION OF MARKETING MANAGEMENT THEORY
Table of Contents
Introduction:...............................................................................................................................2
Discussion:.................................................................................................................................2
Part 1:.........................................................................................................................................2
Critical evaluation of the strength of strategy of MacDonald:...................................................2
Marketing segmentation:............................................................................................................3
Strategic marketing concepts:....................................................................................................3
Marketing mix:...........................................................................................................................4
Part 2:.........................................................................................................................................7
Situational analysis for identification of opportunities and challenges faced by MacDonald:..7
Part 3:.......................................................................................................................................10
Recommendation of marketing strategy:.................................................................................10
Conclusion:..............................................................................................................................14
References list:.........................................................................................................................15

EVALUATION OF CONTRIBUTION OF MARKETING MANAGEMENT THEORY
Introduction:
The report is prepared to demonstrate how the organization is able to create customer
value by the application of marketing concepts and philosophies. In this regard, the marketing
strength of MacDonald has been highlighted and the efforts taken by company to create value
for customers by the application of appropriate marketing concepts. The current marketing
environment faced by MacDonald in United Kingdom is identified by the evaluation of
external forces. The situational analysis has been performed using the framework of
PESTLE. This fast food outlet is well acquainted of the growing threats faced from new
competitors that offer premium quality. The country is struggling to keep up with the taste of
customers and many brands continue to perform well (Adams and White 2015). It is required
by the organization to go for brand as well as product extension for maintaining competitive
position as against its competitor.
Discussion:
Part 1:
Critical evaluation of the strength of strategy of MacDonald:
This particular section illustrates the application of marketing concepts and
philosophies and for development of any business, marketing strategy plays a very crucial
role. The main objective of development of marketing strategy is to ensure that the

EVALUATION OF CONTRIBUTION OF MARKETING MANAGEMENT THEORY
customer’s demands are fulfilled by the existing or newly launched product. The concepts of
marketing focus on the needs to understand the customers before designing the new product
(Mellentin and Heasman 2014). It is so because it helps in incorporation of needs and wants
of customer in designing the product so that sales and profit target are met. Some theoretical
concepts of marketing that are used by organization involves
Marketing segmentation:
Market segmentation is the process that is used by the organization for dividing a
market into meaningful, identifiable and closely segmented groups of consumers. The
segmentation logic is based on the idea that all consumers would not be satisfied by one
particular product at go. Marketers make use of number of variables for the segmentation
such as demographic, geographic, behavioral and psychological segmentation. Geographical
segmentation is about dealing with the customers that differs across region and countries.
Psychological variables are about segmentation of market based on social class, life style and
individual personality. Segmentation on behavior is based on the level of attitude, knowledge,
response and user of product. Segmentation of market is essential for identification of
potential markets and customers through segmentation of plans and goals (Bublitz and
Peracchio 2015).
Strategic marketing concepts:
In highly competitive markets, it is crucial for organization to keep an eye on
competitors and how a company should position itself in order to gain sustainable
competitive advantage is of utmost importance. An organization can gain competitive
advantage by adopting the service process that is environmentally sensitive (El Ansari et al.
2014).