McDonald Marketing Essentials Key Roles and Responsibilities

MARKETING
ESSENTIALS

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1 ...........................................................................................................................................1
P1 Key roles and responsibilities of the marketing function......................................................1
P2 Roles and responsibilities of marketing relate to the wider organisational context..............2
TASK 2............................................................................................................................................4
P3 Ways in which the chosen organisation applies the marketing mix to the marketing
planning process to achieve business objectives.........................................................................4
P4 Basic marketing plan..............................................................................................................7
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................11

INTRODUCTION
Marketing refers to activities of an organisation related with purchasing and selling of
service or product. It consists advertising, selling and also delivering products to consumers. The
marketing is business process of developing the better relationship and also satisfying needs of
people. This present report is based on the McDonald and it is American fast food firm. It
provides cheeseburgers, hamburgers, breakfast items, milkshakes etc. Under this report will be
discuss about the roles and responsibilities of the marketing in related to marketing environment
(Baack, Harris and Baack, 2013). There will be discussion about ways under which firm applies
the marketing mix to marketing planning process.
TASK 1
P1 Key roles and responsibilities of the marketing function
Marketing is an action of selling as well as promoting of services or products involving
advertising and market research. It is a kind of management process by which services and
products are move from concept to consumer. It consists coordination of the four elements like
products, price, place and promotion. With the help of marketing, firm can gain the consumers
and also maintain relationship with them. The main goal of marketing is to match services and
products of company to people for enhance profitability level. In McDonald's, there is a
marketing department consists the different functions. They all are work together in order to
satisfy demands of consumers and gain their trust. Different functions of marketing mention
below as above:
Marketing Information Management- This function of marketing works as monitoring
marketplace, organising, analysing data collection results and also developing effective strategies
for the marketing activities in future. Under this, McDonald's use information software to know
about the needs of consumers, marketing environment and competitors. The need of marketer is
better information not more (Baker and Magnini, 2016). With the help of using Marketing
Information System, McDonald's can organise and also analyse data results, monitor
marketplace, develop effective strategies etc.
Product management- Under this, there is a role of product function is to design and
develop the products on the basis of needs of consumers. The product design consists decisions
which are related with quality standards to use for product design, packaging in context to make
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goods attractive to target consumers as comparison to product of its competitors. Under this,
McDonald's make the packaging of its food items attractive and bring new food items with better
taste.
Pricing- It is one of most necessary marketing function to fix cost of products. Under this
cost of product is affected through profit rate, government policy, cost of competing product etc.
It is necessary that firm should maintain cost of products reasonable so that consumers can not
face any issue in purchasing and company can earn profit (Baker and Saren, 2016).
Promotion- It is related to informing customers about products or services of firm and
also encourage them to purchase these products. In order to aware the people about the new
products, firms use different ways such as personal selling, advertising, publicity etc. It is
necessary that the advertisement should be attractive and positively influence mindset of people.
In addition to this, McDonald's conduct its promotional activities by using the social media,
television, newspapers etc. Through using the social media tools, this firm connect with its
consumers in a better manner.
Selling- It is important function of marketing because in this main focus of firm is on
selling the products and services to consumers at the reasonable cost. The sales of firm is more
affected through promotion mix. It is related with prospective consumers to finish purchase of
products and consists transfer of products to purchaser. In addition to this, selling of McDonald's
is increased through means of advertising, personal selling, sales promotion and publicity
(Brooks and Simkin, 2012). Effectiveness in selling identifies volume of profitability of business
organisation.
Financing- This marketing function included use of capital in order to meet the financial
needs which dealing with different marketing activities. In order to conducting the different
marketing activities such as advertisement, launching products, there is a need of funds. So, it is
a responsibility of finance function to arrange as well as manage funds.
P2 Roles and responsibilities of marketing relate to the wider organisational context
Every organisation plays a very important role by the different departments of marketing for
maximising the overall growth of the company. Marketing department of McDonald's helps to
develop a strong market share in the fast food market globally. Marketing department uses
various advertising channels to communicate with other people in order to develop their future
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