Marketing Functions and Strategies of McDonald's

The provided report discusses the marketing activities of McDonald's, emphasizing its various functions such as planning, tactics, and customer services like discount coupons and gift vouchers. The report concludes that marketing is essential for businesses to sell products according to customer choices, and its functions are interconnected. It also provides references from relevant books and journals on marketing essentials.

MARKETING
ESSENTIALS
(PART )

Table of Contents
INTRODUCTION...........................................................................................................................1
PROJECT 1......................................................................................................................................1
P1 Roles and responsibility linked with marketing functions................................................1
M1 Roles and responsibilities of marketing in relation to marketing environment...............3
P2 Role and responsibility of marketing which are related McDonald's...............................3
M2 Importance of interrelationships marketing and other functions ....................................5
D1 Critical analysis................................................................................................................6
CONCLUSION................................................................................................................................6
REFERENCES................................................................................................................................6

INTRODUCTION
Marketing is reflected as an activity where exchange of activities take place between
buyers and sellers at market place. Marketing research is conducted in order to analyse demands
at market places so that products can be manufactured according to customers choice.1 The
technique's for promotions are advertisement, public relations, sales promotions, social media
marketing etc. This is valuable in order to achieve high growth from their overall business
activities. Thus marketing is valuable in order to enhance their profitability and revenue factors
for long terms in economy. The present report is based on McDonald's which is leading firms
who are executing their operations in fast food and they are successful in offering variety of
foods to their clients according to their choices.
PROJECT 1
P1 Roles and responsibility linked with marketing functions
Roles and responsibilities are assigned to employees at market places in order to achieve
all business gaols and objectives in effective and planned ways thus McDonald's can achieve
success in their business operations. If employees are performing their roles and responsibilities
in effective and planned ways then it results in gaining competitive advantages thus enhancing
their sales and profitability ratios.
The role ans responsibilities which are linked with marketing functions are evaluated below as:
Finance: Each business need money in order to carry out promotion activities so that
people will know about their product and services thus enhancing their sales and profitability
ratios. This is one of the valuable factor without this firms cannot achieve their gaols and
objectives. Marketing activities need money in order to make promotional campaigns thus they
can take loans from moneylenders, investors etc. If McDonald's are having sufficient amount of
money then it helps them to achieve growth and success in their business operations.
Buying and Selling: This is one of the vital factors which are helpful in order to enhance
sales ratios by offering goods to customers in return of money. The demands of customers are
analysed by conducting marketing research so that needs of customers can be easily analysed and
products can be developed according to their choices. This is beneficial for firms in order to
enhance their sales ratios.
1 Baines, Paul, Chris Fill, and Kelly Page. Essentials of marketing. Oxford University
Press, 2013.
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Pricing: It is one of the most important functions in order to determine correct prices of
products so customers can easily purchase them. This is an important factors as it helps in
increase their sales ratios because if customers are satisfied then they will purchase goods
according to their demands. 2The price policies which are adopted by mangers should be
economical in order to satisfy all their customers thus retaining them for long time at work place.
If firms are not adopting economical price then it result in losing their potential customers as
they will buy goods from their rivalry thus affecting their overall profitability ratios.
Promotion: It is one of the vital functions which are linked with marketing activities and
it is valuable in order to create awareness a market places so that customers can buy their goods.
They are also valuable in order to gain new clients who will enhance their sales and profitability
ratios. This is important elements in order to gain all their targets in desired time frames so firms
will gain their profitability and business operations will achieve success in their overall
operations. Promotions are best tools by which company can expand their operations as they are
creating awareness in mind of customers about their products and people will consume them thus
enhancing their sales and profitability factors.
Marketing and information management: This is also an important factor in order to
evaluate demand factors of client at market places so that firms can execute decision making
policies and choose the best and effective ideas which are useful for their overall business
operations. 3The valuable informations are collected which are helpful in order to carry out
promotion campaigns in order to gain customers who can buy their goods. They are mainly
focusing on Children's as they are the main elements who are largely consuming their goods.
Various offers are made in order to increase their profitability factors and satisfy customers sop
they will not buy goods from their rivalry business.
Market Research: Research activities are helpful in order to find out needs of customers
so company can focus on these aspects and manufacture goods according to customer choice.
Each firms are focused towards conducting research in order to know their positions at market
places and make plans in order to gain competitive advantages. The information are collected
2 Bateson, John EG, and K. Douglas Hoffman. Services marketing. South-Western,
2011.
3 Berkowitz, Eric N. Essentials of health care marketing. Jones & Bartlett Publishers,
2016.
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which are helpful for managers in order to know about taste and preference of customers in order
to gain competitive advantages by increasing their sales ratios. Trends are changing according to
innovation in technologies so firms should focus on these aspects in order to satisfy their
customers and provide them goods according to technological advancement.
Product and service management: This factor is used when firms had successfully
identified those places where goods will be sold and the best price policy is adopted by them in
order to sell their goods. 4Mangers should ensure that there should be coordination among all
activities in order to gain success in their overall business operation which result in enhancing
their sales and profitability factors.
M1 Roles and responsibilities of marketing in relation to marketing environment
Marketing environment is described as those places where McDonald's are selling their
goods and they also ensure that there customers are satisfied thus focusing on maintaining good
relations with their potential customers. There are various levels in relation to marketing
environment which are described below as:
Micro operations are activities which are performed at internal business area and
various factors have been identified which are greatly affecting operation of business thsu8 they
are not able to achieve success in their business operations.
Meso markets: The firms are focused on caring out all their business operations in those
areas where they are having large number of industries thus it helps them to achieve growth.
Macro environment: The business activities are conducted at national and internal areas
and there main focus is to expand their overall business activities in order to achieve growth in
their operations.
P2 Role and responsibility of marketing which are related McDonald's
Marketing plays an important role in order to achieve growth and success for firms so
they can easily attain success by performing all activities in effective and planned ways. The
authorities should see that there should be coordination among activities of all departments in
order to achieve all their targets in desired time frames. Competitive advantages can be achieved
by firms if they are focusing on analysing the whole market conditions and they they are
manufacturing goods according to needs and wants of customers. 5There are various departments
at business places like finance, marketing, human resources, information and technology and all
4 Brassington, Frances, and Stephen Pettitt. "Essential of marketing." (2013).
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these are working together because their functions are linked with one another and they can only
achieve success when all activities are carried according to plans and policies ion order to
achieve success in their business operations. This will result in enhancing their sales and
profitability ratios and they will achieve all their short and long terms business objectives thus
retention of loyal customers who will buy their goods. Marketing is the most important
department for firms as they are sole authorities responsible in order to create awareness about
their goods and services so that people can purchase them and increase their sales and
profitability ratios. The roles and responsibilities which are interlinked with each other are
evaluated below as:
Marketing and Sales: Marketing activities are valuable in order to increase sales ratios
of firms by which they can easily achieve growth in their ventures. If firms are planning to
implement changes in their business operation's then they have to use the tools which helps them
to gain success in their operations. 6The best media should be used which are helpful in order to
attain growth in their overall business and create awareness among public so they can purchase
their goods and increase their profitability ratios. The should use those media which are used by
most of the customers so they can achieve success in their business operations.
Marketing and HR department: The human resource department are linked with
marketing because if they want to carry out any promotional activities then they need potential
people who can easily carry out their activities and gain attention of large group of customers.
These department are linked with one another because if they want to launch new products then
they requires effective human who can use their goods thus achieving success in their operations.
They are most selecting those people who have the desired skills in order to execute their
working in effective and planned ways. As in the modern era there is technological advancement
so firms should focus on adopting online modes for promoting their goods as people are mostly
using them in their busy schedule. As there are technological changes so firms should use them
in order to develop new products.
5 Clow, Kenneth E., and Karen E. James. Essentials of marketing research: Putting
research into practice. Sage, 2013.
6 Cooper, Chris. Essentials of tourism. Pearson Higher Ed, 2013.
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Marketing and Finance: If McDonald's wants to carry out marketing campaign then
they need money in order to execute the campaign for promotion of goods.7 The finance mangers
are having the responsibilities in order to manage funds by which they can easily carry out all
their business operations. Money is the most essential element in order to carry out a single task
thus they should keep funds so they will not face any issues in their business operations in future
time period. The finance mangers should allot funds to marketing departments for the whole year
according to their budget this will helps them to plan their promotional activities according to
money which they have. This is valuable for firms in order to gain success in their overall
business operations.
Marketing and IT department: If McDonald's are making plans in order to expand their
overall business operations then they had to adopt new technologies in order to manufacture
goods. This is valuable in order to satisfy demands of all their customers thus they can easily
achieve growth in their business operations. New ideas should be developed for manufacturing
goods so that people can be easily satisfied with new products. The cited business have expanded
their operation's in different field like administration, distribution and marketing and all these
departments are linked with one another in order to achieve all their targets in desired time
frames. The cited firms are making plans in order to use best and effective strategies which are
helpful in order to gain growth and achievement in their business operations.
Marketing and customers services: Marketing activities are helpful in order to solve the issues
which are faced by customers in order to satisfy them by which they can achieve success in their
activities. McDonald's are have hired good employees who are working and providing best and
quality products to all their customers which results in enhancing their sales ratios. They have
designed online websites in order to expand their business activities so that people can easily
approach and gain informations which are useful for their business activities.
M2 Importance of interrelationships marketing and other functions
It is very vital factors for firms to analyse that all departments at work places are
executing their business operations by cooperating with each other.8 This is valuable for them in
order to gain competitive advantages so firms can achieve sustainable positions at market places.
7 Lovelock, Christopher. Services Marketing, 7/e. Pearson Education India, 2011.
8 Malhotra, Naresh K. Essentials of marketing research: A hands-on orientation. Essex:
Pearson, 2015.
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Marketing activities are interlinked with all department as they are focusing on maintaining
healthy relations with all their clients in order to retain loyal customers who will increase their
profitability ratios. McDonald's should ensure that all the functions of marketing are useful for
firms so they can achieve good positions at market places.
Example: Marketing department is interlinked with other department of the organisation
because if Mc Donald's have to organise any marketing activities then they have to coordinate
with the finance department in order to arrange funds for their promotional activities so they can
easily enhance their sales and profitability ratios.
D1 Critical analysis
According to the view point of Kongstvedt (2017) The elements of marketing functions are
linked with one another as they are working in order to achieve all their goals and targets.
Marketing activities are valuable in order to gain growth and success for business so they can
make plans in order to execute their working in effective and planned ways. These activities are
helpful in order to analyse needs and demands of customers.
According to Blythe (2016) Marketing activities are valuable in order to perform all
business activities in effectual and planned ways in order to gain success in their overall business
operations. There should be focus on making good interaction among all employees so they will
achieve all their targets in desired time durations. Research are valuable in order to find out ways
by which company can manufacture goods according to demand of customers. The key elements
of marketing are described below as:
Research or investigation: The research plays an important role in marketing functions
as it helps in collecting informations about the current trends at market places so that products
can be manufactured according to customers needs and wants.
Strategy or scheme: Investigation helps in collecting useful data so that enterprise can
achieve growth and success in their ventures by identifying the strong points for the overall
business activities. This is the most beneficial factor which helps in analysing the business
environment in which the activities are operating.
Planing: This is the most valuable factor for Mc Donald's as it results in effective
communication, financial planning and forecasting of the overall budget and turnover of
organisation. Planning department is formulating plans and strategies so that goals and objectives
of business can be achieved in effectual and planned ways.
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Tactics: This factor is linked with short and long term plans and strategies which are
designed in order to know the target market so that firms can achieve success in their ventures.
There are various services which are offered by McDonald's to their customers such as discount
coupons, gift vouchers etc.
CONCLUSION
From the above report it can be concluded that marketing activities are valuable in order
to sell products to customers according to their choices. The functions of marketing are
interrelated with each other as if one department is not able to achieve success in their operation's
then it will affect productivity of other firms also.
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REFERENCES
Books & Journals
Baines, Paul, Chris Fill, and Kelly Page. Essentials of marketing. Oxford University Press, 2013.
Bateson, John EG, and K. Douglas Hoffman. Services marketing. South-Western, 2011.
Berkowitz, Eric N. Essentials of health care marketing. Jones & Bartlett Publishers, 2016.
Blythe, Jim. CIM Coursebook Marketing Essentials. Routledge, 2012.
Brassington, Frances, and Stephen Pettitt. "Essential of marketing." (2013).
Clow, Kenneth E., and Karen E. James. Essentials of marketing research: Putting research into
practice. Sage, 2013.
Cooper, Chris. Essentials of tourism. Pearson Higher Ed, 2013.
Dibb, Sally, and Lyndon Simkin. Marketing essentials. Cengage Learning, 2013.
Ebert, Ronald J., Ricky W. Griffin, Frederick A. Starke, and George Dracopoulos. Business
essentials. Pearson Education Canada, 2014.
Kongstvedt, Peter R. Essentials of managed health care. Jones & Bartlett Publishers, 2012.
Lamb, Charles W., Joe F. Hair, and Carl McDaniel. Essentials of marketing. Cengage Learning,
2011.
Online
How to Create a Marketing Plan. 2017. Available through:
<https://www.entrepreneur.com/article/43018>. [Accessed on 28th October 2017].
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