Paper on Marketing Analysis of McDonald

   

Added on  2020-06-06

17 Pages3952 Words167 Views
McDonald’s
Paper on Marketing Analysis of McDonald_1
McDonald’s1ContentsIntroduction.................................................................................................................................................2Discussion....................................................................................................................................................2Key roles and responsibilities of marketing function at McDonald’s.......................................................2Strategy development.........................................................................................................................3Market research..................................................................................................................................3Advertising...........................................................................................................................................4Events..................................................................................................................................................4Managing dealers and agency businesses...........................................................................................4How key roles of marketing function relate to the wider organizational Context...................................5Production and Operations unit..........................................................................................................5Finance department............................................................................................................................5HR department....................................................................................................................................6Sales Department................................................................................................................................6Evaluation of the ways how McDonald’s apply Marketing mix to the marketing planning process to achieve business objectives.....................................................................................................................8Product................................................................................................................................................8Place....................................................................................................................................................9Price.....................................................................................................................................................9Promotion............................................................................................................................................9People................................................................................................................................................11Process..............................................................................................................................................11Physical Evidence...................................................................................................................................11Development and evaluation of a marketing plan for McDonald’s.......................................................12Conclusion.................................................................................................................................................14References.................................................................................................................................................15
Paper on Marketing Analysis of McDonald_2
McDonald’s2IntroductionI have chosen McDonald’s for carrying out its detailed marketing analysis being an assistant to Marketing Manager of the company. McDonald’s is a fast food producing organization based in America having its headquarters in Chicago, Illinois (Area Development, 2018). It is a multinational company having branches in hundreds of countries all over the world.McDonald’s is specifically famous for its hamburgers but they also deal in French fries, beverages, breakfast products, ice creams, and salads etc. This paper will discuss the detailed marketing analysis of McDonald’s which includes key roles and responsibilities of the marketingfunction of the company. It will explain the ways, how company applies the marketing mix to themarketing planning process and also covers the evaluation of marketing plan for McDonald’s.DiscussionKey roles and responsibilities of marketing function at McDonald’sThe marketing department is a very essential part of any organization. It helps in the growth of revenue, enhance the share of the company in the market and increase the profitability of the company. Marketing department consists of a team of a number of people responsible for multiple functions such as publicizing, new announcements, and events organizing etc. McDonald’s has a brand image in the market which is more than just being a food store. McDonald’s invest huge amount in its marketing and promotion activities. It spends over $800 million (McClellan, 2016) every year on its marketing, advertising and promotional events. Some of the most important roles and responsibilities of its marketing functions are explained here.
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McDonald’s3Strategy developmentSenior managers working in the marketing function make marketing strategies after considering the common goal of the organization. These strategies are related to enter a new market, increase distribution channels, and launching new products etc. McDonald's marketing function also deal with building the marketing strategies for its upcoming and already existing items to always keep it as a preferential food brand among consumers. In the past, McDonald’s image was brought down by calling it as an unhealthy junk food brand. To deal with this issue, McDonald’s started began to provide a nutrition card along with the food. They also started marketing slogans describing the quality of hamburgers and potato rich food. McDonald's also introduced nutritious food such as salad, crisp vegetables (Click Americana, n.d.) etc. in its menu.Market researchBefore entering a new market, to launch a new product or to develop any other strategy, the market department needs to conduct a market research which helps the team to recognize new opportunities in the market. Research also helps them to identify consumer needs. By doing a market research, they can also develop a strong strategy to deal with the competition.McDonalds’s marketing team also conducted enough research to make it a favorite brand for kids and adults. In the United Kingdom McDonald’s targeted the kids from the age of two to eight year. They advertised their brand with the help of a song that children can always remember. This research was made by the company to position the brand in the mind of kids andattach their appetite with McDonald’s. The company also did market research to target youth by offering them discount coupons and other benefits which were extremely liked by the young people.
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