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Marketing Process Of Mc Donalds

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Added on  2020-01-21

Marketing Process Of Mc Donalds

   Added on 2020-01-21

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TASK 11.1 Explaining the various elements of the marketing process Marketing process of Mc Donald's aims at building brand image by developingproducts as per the needs and preferences of customers (Borges and et. al., 2005). It helps inidentifying the marketing opportunities present in market and thereby, designing marketingstrategy to attain those opportunities. Further, there are different elements of marketingprocess which are explained as follows: Determining the marketing opportunities: Marketing helps in ascertaining themarketing opportunities that will help organization in enhancing its brand image inthe hospitality sector (Jagersma, 2006). For instance, with the growing healthconsciousness among individuals, Mc Donald's can start offering organic foodproducts. Thereafter, to determine the market needs and opportunities, company canuse feedback, survey, questionnaire etc.Choosing the potential market: After determining the market opportunities,selection of target market is the next step that is taken by the marketer. With thisaspect, customers to whom business wants to offer its products and services areselected by the organization (Dennis and et. al)... For instance, company wants tooffer its products to young boys and girls who like to consume fast food products etc.Strategy: It is a well-defined plan of action that helps business entity in attainingoverall goals of the organization. Mc Donald's can frame strategy after consideringits strengths and weaknesses that can impact the functioning of company. Theorganization can match its marketing strategy with the core competencies, purpose,vision and mission. This will further provides proper direction to the marketingefforts. Planning: It assists organization in determining sequential process to attain theframed goals by implementing the framed strategy (Madichie, 2009). Thereafter, itinvolves prediction of sales and demand, financial planning, determine therequirement of resources etc.Tactics: Tactics mean short duration plans that will help Mc Donald's inaccomplishing the short duration goals. Main aim of using tactics is to boost thenumber of sales by using attractive and impelling offers. For instance: to boost salesin weekdays during weak business hours, company can offer discounts like 5%discount on every Wednesday from 12 to 4 pm (Graham, 2008).
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1.2 Evaluating the benefits and costs of marketing orientation for Mc Donald's Marketing orientation is a business tool that concentrates on designing products andservices as per the specifications, needs and requirements of customers. It is customer centricapproach whose main objective is to enhance the satisfaction level of customers and thereby,boost the sales of company. It further helps company in brand building and retaining brandloyal consumers (O'Dwyer, Gilmore and Carson, 2009). Marketing orientation also assistscompany in getting an edge over its rivals. Therefore, ample amount of expenditure is doneby Mc Donald's to ascertain the needs and requirements of customers. In addition to this, itfocuses on analyzing the strategy of competitors so as to reach the target customers moreeffectively than its rivals. Various benefits and costs of marketing orientation are explained asfollows: Benefits Customer centric: It pays more consideration on the needs and preferences ofconsumers. It can be evaluated that it helps McDonald’s in designing products according tothe specifications that are provided by customers. This enhances the satisfaction level ofcustomers and ensures brand loyalty among them. It has been evaluated that customer centricapproach help business in increasing sales and revenue (Niininen and et. al., 2012).Constant improvement: Research done in marketing orientation helps indetermining the changing market trends and needs of customers. Therefore, it has beenevaluated that, constant modification is done by company in its products and services as perthe present and forthcoming needs of customers. It further helps Mc Donald's in stayingcompetitive and innovative in the market.Concentrated strategy: Marketing orientation helps in matching functions with thestrategic vision of fulfilling the needs of consumers (Borges and et. al., 2005). Thereforeproper need assessment is done by management and, only those services preferred bycustomers are provided which results into focused marketing efforts. Therefore, it has beenevaluated that marketing orientation facilitates concentrated strategy. CostResearch cost: Marketing orientation involves intense research to identify the needsof customers, market trends etc. Therefore it has been evaluated, Mc Donald's investssignificant amount in marketing research activities. In this respect, management appointssales personnel who investigate market by using technological instruments that ascertaincustomer data. In addition to this, research and development is done to ensure constantimprovements in products which also involve significant cost (Cooke and Dayton, 2015).
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Therefore, it has been determined that there are large number of benefits and costsassociated with marketing orientation program that must be considered by marketingmanager of Mc Donald's. TASK 22.1 Different macro and micro factors that can affect the marketing decisions of McDonald’sThere are various external and internal factors present in business environment thatcan impact the performance of Mc Donald's. These are as follows: Micro factors: Customers: They consume products and services offered by company and generaterevenue in turn. Therefore, they must be kept satisfied by the organization. For that,company can provide innovative services, healthy food, satisfaction for money paidetc. This will help in ensuring repetitive purchase from customers (Mason and Harris,2006).Customers can get attracted with the marketing campaigns of rivals and startpurchasing rivals products resulting in lower sales of Mc Donald's. Therefore,customers have direct impact on the marketing decisions of company. Competitors: The strategies adopted by rivals have direct impact on the functioningof Mc Donald's. Therefore, to gain competitive advantage over its rivals, Mc Donald'scan analyze the strategies of them. For instance, heavy price discount offered bymajor rival of Mc Donald's; Burger King can reduce the sales of company. Therefore,competitors pricing policy, marketing strategies can affect the marketing decisions ofMc Donald's. Government: Presently, Mc Donald's is working in more than 119 countries.Therefore its operations can be impacted by the policies and regulations that areframed by domestic as well international government (Narasimhan, 2005). Forexample, restriction on foreign trade can result in heavy loss for Mc Donalds as itsmajor earnings are from international sources. Therefore, government policies canaffect the marketing and operational decisions of organization.Macro factors: Political and legal factors: To operate without hindrance, it is important for McDonald's to consider various regulatory frameworks laid down by EU and UKgovernment. Therefore, company is required to follow policies like equality act,competition, health and safety, environmental etc. For instance, violation ofcompetition policy can result into legislative actions from government like heavy
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