Marketing Strategies for Business Growth

This assignment delves into identifying current and future market and customer trends. It emphasizes the importance of the 7P's of the marketing mix and crafting a robust marketing plan to attract customers and ensure long-term sustainability on a large scale. The analysis draws upon various academic resources, including books and journals, to provide a comprehensive understanding of marketing principles and strategies.

Marketing Essentials

Table of Contents
INTRODUCTION................................................................................................................................3
TASK 1.................................................................................................................................................3
P1 Key roles and responsibilities of the marketing function......................................................3
M1 The roles and responsibilities of marketing in the context of marketing environment........5
P2 How roles and responsibilities of marketing relate to the wider organisational context.......5
M2 The significance of relation between marketing and other functional units.........................6
TASK 2.................................................................................................................................................7
P3 Different ways in which organisations apply the marketing mix to the marketing planning
process to achieve business objectives........................................................................................7
M3 Different tactics used by organisation to demonstrate that how business objectives can be
achieved......................................................................................................................................9
TASK 3.................................................................................................................................................9
P4 Marketing plan for McDonald's.............................................................................................9
M4 Make a coherent evidence based marketing plan...............................................................11
CONCLUSION..................................................................................................................................12
REFERENCES ..................................................................................................................................13

INTRODUCTION
Marketing is a process of making relations between customers and seller by providing goods
and services that can fulfil the needs of customers as well as of sellers. This process help
organisations in achieving their goals and meet success. This process is a combination of few
elements like, understanding of market, demands and requirements of customers, implementing
customer driven strategies and give customers quality product (Baker, 2016). McDonald's is one of
the biggest organisation in the world, which provide their services in fast food sector. McDonald's is
an American brand, which was founded by Richard and Maurice McDonald in 1940. Beneath, a
study will take place on roles and responsibilities that marketing functions have along with this it
brief about the relationship of marketing with other organisational process. A table will be drawn,
which shows the marketing mix of McDonald's in comparison to Burger King. In the last, it will
give brief details about the new product of McDonald's that is “Mc Saw” and it's marketing mix
also.
TASK 1
P1 Key roles and responsibilities of the marketing function.
Marketing : Marketing is a set of sequential steps like, planning and implementation of
strategies for costing, advertisement, promotions, production, and distribution of products and
services, that has been produced by organisations for satisfying the needs of customers and
organisation.
Concept of marketing : Marketing is a process in which, organisations use different types of
strategies for fulfilling the needs of customers, and for increasing their probabilities. In they can use
different types of concepts like, concept of production (customers prefer those products which are
easily available and inexpensive), product concept (products with better performance and new
features are very popular among customers), selling concept (products following high promotional
activities are very famous), marketing concept (product which can fulfil consumer's need), societal
marketing concept (focus on needs of target market and deliver services effectively).
Current and future trends : Trends are marketing element, that organisations have to study
so that they can find the products that can fulfil the requirement of customers ( Baker, 2016). This
study also help organisations to get knowledge about the products and services attracting customers
the most. McDonald's use methods of marketing for their products like, social media marketing
(they can use social media like Facebook, Instagram and other for advertising their products),
retargeting campaigns (target segments get attracted by organising campaigns), test message

advertisement (send message to individuals), targeted emails (send email to targeted segment).
Technology is very dynamic in nature and changes very fast, that's why it very necessary for
organisations to make changes in their products, which can help them in attracting large number of
customers.
Marketing process : Marketing process is a process, which is used by organisations for
identifying the opportunities, selecting targeted markets, develop marketing mix, and managing
marketing efforts ( Boschetti and Massaron, 2015). Steps involved in marketing mix are explained
beneath :-
 Analysis of opportunities within market : It is very important for an organisation to analyse
the opportunities that are available in market. These opportunities can be the needs or
requirements of customers which are not getting fulfilled by products and services available
in market. McDonald's has make a research in market which help them in knowing the
factors that can help them in making changes to products and services. This will lead them
in long term sustainability in market and also help in making products which can fulfil the
needs of customers.
 Selection of targeted segment : It is not easy for any organisation to fulfil the needs of every
segment, therefore, it is needed that they select a specific segment for their products and
services. McDonald's provide fast food for this they have selected young segment of the
market, as it is a group which consumes the fast food in huge amount. This will help them in
making products and strategies which will able to attract the selected segment.
 Developing marketing mix : Marketing mix help an organisation to know about their current
status in comparison to their competitors, so that they can make strategies and plans
according to it ( Brady, 2014). McDonald's has Subway and Burger King as huge
competitors, preparing marketing mix with them will help McDonald's to knowing the
sector where they have to make improvement.
 Management of marketing efforts : Managing marketing efforts are important for an
organisation, this will help them in making their marketing process very effective.
McDonald's use to perform many efforts in marketing like, advertisement, promotions,
selling, and producing. It is very important for them to make a proper management between
their efforts made by them.
Roles and responsibilities of marketing manager : Marketing manager plays vital role in
planning, executing plan, pricing, promotion and distribution of services and goods. Major roles and
responsibilities of marketing manager within McDonald's are discussed below:

 Financing : Funds are important for an organisation in order to perform any task. Marketing
manager of McDonald's have to explains their needs related to funds to their finance
manager, so that they can get the appropriate funds. This will help them perform the desired
task in effective way.
 Promotions : These are activities which are performed by organisation for making people
aware about their products and services ( Campbell, Martin and Fabos, 2018). Marketing
manager of McDonald's have to make some campaigns for promotions, advertisements in
newspapers, magazines, T.V., and over social networking sites.
M1 The roles and responsibilities of marketing in the context of marketing environment.
The main role of the marketing is to analyse the competition which McDonald's have to face
at global level at different parts of world. Along with this, it is required for McDonald's from their
marketing to identify the change in trend of business environment, so that they can make changes in
their products in very effective manner. Also it help them in understanding the strategies used by
their competitors and also help them in applying them in their process with some needed changes.
P2 How roles and responsibilities of marketing relate to the wider organisational context.
Marketing is a process and activity of sharing good and services for a specific cost to them
who need it. It involve practices like, promotions, advertisement, and selling of product and services
for their consumers. McDonald's is one of the biggest fast food company of the world, marketing is
very important part in their success. Now also, they require marketing for their products like,
advertisement, promotions, offers and etc. It is never been easy for any one to perform each and
every activity individually, as organisational functionality is inter dependent on each other. These
are :-
1. Marketing and production management : Production is considered as one of the most basic
operation for an organisation. It involves planning, organization, coordination, directions,
and control of production function in a way that it fulfil the requirements and meet the
specifications of products and services. This help organisation to produce goods and services
in effective time period with efficient cost. Production management is related to department
of marketing, as marketing manager of McDonald's have the details about the current trends
and also know about changes that they have to make in their products. This all get explained
by marketing manager to production management, which help them in producing products
which can fulfil the needs of customers.
2. Marketing and human resource management : Human resource management of an

organisation work to manage man power and hire more power to their work force. They use
to hire employees according to need of McDonald's, as they have knowledge about the skills
which is required for organisation and they select individuals on that basis. Marketing
department play a key role in this skills set, as they explain the requirements of skills, which
is needed by them according to it only, human resource management team work to hire and
train them according to demand of marketing manager ( Cavusgil, and et. al, 2014). This
help organisation to make team which is skilful and have knowledge, which can help
organisation in achieving their goals.
3. Marketing and finance management : Finance department is known as the backbone of an
organisation. It is very important for each and every organisation to management their funds
in very effective manner. Marketing department and finance department is related to each
other, as for performing special task of marketing like, advertisement, promotions marketing
managers will need funds. For all these, marketing manager have to communicate with
finance manager and have to explain the need of funds to them ( Cleverley and Cleverley,
2017). This will help manager of marketing to get funds easily, that will help them in
performing their functions effectively.
4. Marketing and Research & development management : Research and development is a
department which use to make new and innovative products for their organisation. This help
them in gaining competitive advantages along with long term sustainability. Marketing
department of McDonald's have to communicate with research & development management.
This will help research and development department to know about the area where they have
to make their research so that they can meet the current trends and also help to make
different products. This all will help them in gaining competitive advantages and also help in
increasing their profitability.
M2 The significance of relation between marketing and other functional units.
1. Marketing and production management : It help organisation's production house in getting
knowledge about the products which they have to produce or according to which they have
to make changes.
2. Marketing and human resource management : This relationship help them in making
description that how much employees are required by marketing department, and what skills
are required for them.
3. Marketing and finance management : This help marketing department of McDonald's to get
proper financial support which is required by them for performing their tasks.

4. Marketing and Research & development management : This help in guiding the research
and development department that what is expected by them, so that they can continue their
research in right direction.
TASK 2
P3 Different ways in which organisations apply the marketing mix to the marketing planning
process to achieve business objectives.
Marketing mix refers to a set of plans a business use to promote and sell its products in the
market. These set of plans range from developing the product, deciding its price and places where it
will be sold, to deciding its communication and promotional strategies. Marketing mix is used by
every organisation in order to achieve success in the market ( Hair and et. al, 2015). The way of
using marketing mix is different as they adopt this as per their predefined objectives The tactics are
further divided into 4Ps – Product, Price, Place, and Promotion. However, nowadays, the marketing
mix constitutes several more like Process, People and physical evidence as vital mix elements. The
marketing mix of McDonald is differ from its rival Burger king, which deals in same class. A
comparison chart is done below to understand the difference between both :
Basis McDonald Burger King
Product McDonald started their
business by selling only
burgers and chips, and then
they adopt the changes in the
market and diversified the
need of customers. This
provide larger product
portfolio.
Burger King started their
business by producing
hamburgers, desserts, French
fries, milk shakes and soft
drinks. Later on in 1957, it
adopted the changes according
to customer needs and
introduced Whopper sandwich,
and many other things added
into the outlets as this was
expanded day by day.
Place McDonald’s have various
distributions strategies in
different countries.
McDonald's also offers home
delivery in some countries.
Burger king works its business
through establishments in
around the world ( Hugos,
2018). Burger king is
everywhere around the globe.

However, this service is not
available mostly. McDonald's
looks for the best locations
within the market to provide
customers with convenience.
This also covers India as this is
popular in all over the world.
Price The main aim of each
individual is to buy any food
product at cheap or low cost.
The prices of McDonald are
neither high or low as they sell
their product for Rs. 99 also.
The food and drinks of
McDonald are offered for
competitive prices.
Burger king believes in the
sentence that prices should be
high enough so that doubts are
not raised about the quality of
their products and low enough
so that the customers are
willing to pay for it.
Promotion The various methods used by
McDonald's for promoting its
sales are newspapers,
television, magazines, Internet
and other media outlets to
communicate with their
customers ( Lane, 2015). For
attracting customers they also
promote their product by
giving different offers to new
and existing customers.
Burger king uses different
ways to markets their products
like print media- newspapers,
magazines. This also organises
or sponsors different events to
reach to more customers.
People McDonald customer service is
slow as compared to burger
king, as there focus is on the
quality of the product not on
the fast service.
The Burger king service is
faster than McDonald as this is
famous to provide the
customer with many choices
and to render quicker service.
Process This is a set of activities
performed to achieve
something. McDonald
undertakes number of activities
After having a lot of success,
Burger king has successfully
maintained its taste and
culture, customer satisfaction

to deliver its products to
customers.
( Malhotra, 2015).
Physical Evidence McDonald interiors are
attractive and the restaurant
maintains clean and hygienic
interiors of its outlets as
because physical evidence
impacts not only on the
impressions of the customers,
but also the way they
functions.
Burger King restaurant are
more impressive and attractive
as compare to McDonald's
restaurant. This help them to
attract more customers and
make them able to improve
their performance and satisfy
customer needs and
requirements.
M3 Different tactics used by organisation to demonstrate that how business objectives can be
achieved.
1. Product and service strategy : It is the strategy which McDonald's can use for making the
availability of their products and services to their customers.
2. High and low pricing strategy : This is the strategy used by them for fixing the prices of
their products and services offered by them.
3. Marketing strategies for targeted customers : This will help them in making strategies for
attracting segment of customers for which their products are actually for.
TASK 3
P4 Marketing plan for McDonald's
When any organisation aimed to launch a new product, they must target their audience to
achieve the success of organisation, as similar to this McDonald's is planning for launching a new
product in market, in order to gain some competitive advantages. They have decided to make a
product named “ Mc SAW”, this product is a sandwich which is spicy and layered with American
cheese, and a hot sausage patty, which attract the customer of each age group.
Objective of launching new product : The main motive of McDonald's with the launching of the
product Mc SAW is to provide a new product which is, tasty, healthy and attractive towards the
customers who eat food for taste, as well as it can attract people who are health conscious ( Pappas,
2017). This increases their profitability and productivity, which will help them in growing and

enhancing their business. They can make SMART objective for their product, which will help them
in grabbing more opportunities in market. SMART stand for, specific, measurable, achievable,
reasonable and time.
Marketing mix for Mc SAW :
To study the marketing mix of launching product is important for every organisation, so that
the organisation can able to know the area in which they have to focus more and through which part
they can enhance their sale to attain their business goals. Beneath is marketing mix of Mc SAW : Product : Every organisation start with product since that is what they are launching. So
here, McDonald's is launching Mc SAW. Price : It is common when there is a new product, organisation offers it at a lower price to
achieve the target market. So here McDonald's can use Bundle pricing strategy for deciding
the price of Mc SAW ( Pike, 2016). Place : The right place is crucial for getting sold your right product. Here, McDonald's want
to launch their product in UK. Promotion : Promotion is all about that you let the people know about your service. There
are various promotional tools that can be used by organisation to promote their products.
They can use sources like, T.V., newspapers, magazines, etc. There are wide variety of
marketing mic which McDonald's can use for the promotion of their product. Process : McDonald's adopts new innovation and technology in building trust and loyalty
with their customers. People : Employees at McDonald's are treated as an important resource of the company.
They provide qualified employees who are responsible for providing good services to
people. Physical Evidence : McDonald's maintain their physical evidence through adopting proper
cleanness in their stores.
Tactics : This is a promotional tool, which is used to promote the products of the organisation and
make the customer aware about that.
Direct Mail : It is also a promotional tool which is used by companies for promoting their products
and services. In this, they use to send mails to individuals, which contain the information about
product and service.
Handwritten Notes : This promotional tool will help organisation to make positive relationship
with customers. This help McDonald's to gain the attention of the customers for buying the product
Mc SAW ( Pike, 2015).
McD0onald's can also use other promotional tools like, social media and discount coupons for
gaining the attention of the customers towards their new launching product Mc SAW.

SWOT analysis for McDonald's for its new product
Strengths Weaknesses Opportunities Threats
McDonald's is a one of
the biggest brand in
the world for fast
foods.
This product targets
only younger
generations.
Managers can further
bring in new flavours
which will promote
growth.
Threat of competitors
like Burger King is
always there.
They have strong
financial position,
which help them to
make experiments
with their products.
Not able to get prime
locations for their
restaurants.
Producing healthy
foods with low fats
and carbohydrates can
attract more customers
( Puddle, 2015).
Increase in
consciousness for
health is leading to
decrease in sale of
McDonald's.
Wide range of product
with unique taste in all
over the world.
New products are not
getting popular as their
old ones are.
Joint ventures with
super markets at
different will also help
them to increase in
profit.
Tough competition
from Yum! Brand and
Burger King.
It is expected to be
highly preferred in UK
due to food loving
people.
Price of this product
may be comparatively
high.
It is made up of
organic raw materials
hence can be
consumed by health
conscious people.
It can get replaced
whenever a better
product will be
launched.
Marketing Evaluation: The term Market evaluation is a continuous process, which evaluate
the present scenario of market and analyse about the success of new launched product, that this will
get positive response by customers or not. According to the present market condition of UK,
product launched is a new innovation and is likely to be preferred by younger generation in great
extents.
Customer response : The peoples of UK are foodie and they love to eat food. Hence they
will give positive response for the McDonald's new launch product Mc SAW ( Purvis, 2015). Also
customer base of McDonald's in UK is expected to rise after this innovation.
Return on Investment : Return on investment refers to monetary funds that are received in

return for products launched. In present scenario, higher returns will be received on Mc SAW.
STP approach - STP model helps the marketers to trade their messaging, develop, and deliver
relevant content which target their customers. In this model, there are three elements segmented,
targeted, positioned, which are describe as follows -
5. Segmentation - Segmentation is describe as the process of making segments by dividing the
groups according to uniformity in their taste and preferences. This help in utilizing
marketing efforts on customers according to their requirement and needs. McDonald is
segmenting their customers in two classes, in which one is demographic and another is
geographic.
6. Targeting – This is the process in which after segmenting,, the company target their goals, in
which they can target their audience according to their age, gender, etc. This breaks the
market into segments and then focus on entire marketing efforts over that group. McDonald
is use to target the teenagers as the adults are very fond of fast food, and they love burger,
for which McDonald is famous for.
7. Positioning – This process is now used to attract large number of customers in order to
position their brand image in the market. By this they can position the image of their product
in mind of customers which can be done by the help of promotion and advertisement.
McDonald position itself as a best accompaniment for burger lovers.
PEST of Mc SAW :-
1. Political : The political condition of UK is very stable and it provide good environment for
an organisation like McDonald's to launch new product, which can help them in increasing
their market share and profits of new product.
2. Economical : The economical condition like per capita income of UK is very good very
good and launching new product in such conditions will lead to give good start to it.
3. Social : The society of UK love to enjoy new products, therefore it is very good for them
that people like to try new products by which they can get good base for launching.
4. Technological : It is very important for McDonald's to make products in easy and effective
manner. Therefore, it is required for them to adopt new technologies.
Budget - This is the process of evaluating and ascertaining the actual amount which is required by
the company in order to perform the marketing and business activities effectively. Following table
shows the budget plan of McDonald :
Marketing budget
Particulars 1st year 2nd year 3rd year 4th year

Initial money 6000 8500 12000 14500
Investment 15000 14000 25500 32000
Total 6000 22500 37500 46500
Marketing outlay
Promotion 7700 3200 4300 3300
Sales publicity 2200 2100 3300 2200
Direct selling 4200 2500 6000 3000
Total 12900 7800 13600 8500
From the above budget statement, it is evaluated that to perform all business activities
effectively in order to promote or launch its new product i.e. 'Mc SAW', company requires to invest
approximately 15000£, and 7700£ on promotional activities.
M4 Make a coherent evidence based marketing plan.
The new product of McDonald's is Mc SAW , which is basically a sandwich, and the idea
for this arises by the popularity of burgers provided by McDonald's. As they are very much popular
for their burgers, therefore it can be easy for them to provide a tasty and healthy sandwich in
market. This will be made up of natural ingredients so that the product can also attract customers
which are health conscious. For this, McDonald's has make a proper marketing plan in which they
have chosen some strategies for producing the product, along with this, they use to make strategies
for pricing of product and also for it's promotion. This marketing plan will help them in following a
proper set of path, which can help them in achieving success.
CONCLUSION
From the above report, it has been concluded that, Marketing is a combination of few
elements like, understanding of market, demands and requirements of customers, implementing
customer driven strategies and give customers quality product. Marketing is an essentials part of a
business which helps to attain the business goals and set of objectives. In the further report the
manager of marketing had played a crucial role for applying marketing process and concepts. It is
beneficial for the enterprise to identify future and current trends of market and customers. Along

with this, 7P's of marketing mix and marketing plan of the company are also important in attracting
different number of customers as well as maintaining long run sustainability at large scale.
REFERENCES
Books and Journals
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Cavusgil, S. T., and et. al., 2014. International business. Pearson Australia.

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