McDonald's Marketing Essentials : Doc

Marketing Essentials

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1 Key roles and responsibilities of marketing function............................................................1
P2 How roles and responsibilities of marketing relate to the organization.................................3
TASK 2............................................................................................................................................5
P3 Marketing mix to achieve business objectives.......................................................................5
TASK 3............................................................................................................................................9
P4 Marketing plan for business organization..............................................................................9
CONCLUSION..............................................................................................................................12
REFERENCES..............................................................................................................................13

INTRODUCTION
In modern era, marketing is an importance process through which company easily create
values for customers with the purpose of building strong relationship with customers. Mainly it
is consider as a broad concept of selling products and services to target customers in order to
fulfil their requirements. It consider various activities such as determining customers needs,
developing a new strategies, undertaking research and many more. All these helps in increasing
the profitability level of the company at market place (Akaka, Vargo and Lusch, 2013). For
attaining higher success, it is important for every business to use as well as adopt new and
innovative marketing strategies. This will contribute in creating strong customers base within the
organization. In addition of this marketing concept also may leads in enhancing brand image by
delivering quality services to large number of customers. Current assignment is based on
McDonald's, is biggest fast food company who operate their outlets in various countries. They
serve variety of products such as burger, soft drinks, desserts and many more. This report also
discussed about various key roles and responsibilities of marketing function which may helps in
improving the chances of attaining positive outcomes. In addition of this, marketing mix of two
different organization in same sector is also mentioned which may leads in enhancing
profitability level of the company.
TASK 1
P1 Key roles and responsibilities of marketing function
Marketing concept play vital role in promoting company products and services in front
of customers and market place as well. In addition of this, manager also perform their roles to
execute their activities with the purpose of attaining set goals and objectives in appropriate time
frame. Basically, marketing helps in interacting with customers in order to influence them to buy
company products. Manager also use various appropriate strategies to develop an appropriate
results which may helps in creating customers base. With the help of this, company easily invite
larger customers and grab their attention. In this context, there are some appropriate roles and
responsibilities of marketing function which perform by manager to attain set goals and
objectives in effective manner. All these can be understood by following points:
Product: It is one of the important responsibility of marketing manager is to manufacture
quality products as per customers expectation (Askeland and Wright, 2013). For grabbing
customers attention, company needs to analyse as well as determine their requirement which may
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assist in enhancing overall sales. In context of McDonald's, they set manufacture process
appropriate in which they produce high quality products to fulfil customers needs as per their
requirement. As a fast food company, McDonald's offer Burger, French Fries, Desserts and many
more. Along with this, company also take reviews and feedback from customers about food
products. By this manager make necessary changes within production process (Desai, 2013).
This will helps in improving profitability level of the company at market place.
Selling: Under this, it is also a major responsibility of marketing function in which
manager use various tools to enhance sales of the company. Mainly, the main focus of marketing
manager is to produce quality products and services to invite as well as attract larger number of
customers so that they easily generate high profitability. By serving quality products company
fulfil customers requirements. This is possible by analysing their needs and wants. It directly
contribute in enhancing the overall sales in market place.
Pricing: It is also an important function of marketing to set right price of the products.
Mainly, it refer to monetary term which charge by company to its customers. By this, manager
easily increase their overall sales and profit as well. In this manager of McDonald's also made an
effective pricing strategies to serve quality goods and services to its customers with the aim of
generating high profit in appropriate period of time. In this context, right price of the goods helps
in inviting as well as attract larger number of customers towards company products.
Promotion: It is one of the important tool of marketing which helps in increasing public
awareness in front of business and its product as well. For this manager have to use best tools
and techniques to communicate with their customers so that they easily communicate with them
and also influence to buy products for fulfilling their needs. In addition of this, McDonald's use
best tools such as sales promotion, personal selling, publicity and many more. All these are helps
in promoting products in front of market. The main aim of promotion function is to create
demand of customers towards company products.
Marketing information system: It is refer to computerized database which used by the
company as per regular basis. By this manager of the company easily collect as well as store data
and information of market and customers taste as well (Durmaz, 2011). With the help of this,
manager easily take right decision which may contribute in enhancing the chances of attaining
desirable goals and objectives. In addition of this, for attaining set goals company have to
analyse as well as make effective report on continuous basis.
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Financing: It is one of the important function of business organization as financial funds
are vital to executing entire activities in appropriate way. In context of McDonald's, manager of
company make an effective budget in which they set all the needed resources to carry out
activities of the business (Eslinger, 2014). By this marketing manager easily produce quality
goods and services to final customers. This will aid in increasing the profitability level of the
company.
Distribution: It is important role of marketing function which used by the company to
transfer products to one place to another place with the purpose of deliver to final customers.
Thus, it is important for company to use best channel of distribution through which they can
easily serve their services. In context of McDonald's, they use best channel to deliver their
quality products to right customers on right time. This will contribute in increasing customers
within the organization.
Hence, all these are main roles and responsibilities of marketing functions which helps in
increasing overall sales and profitability as well. With the help of this company enhance their
market share from its competitors.
P2 How roles and responsibilities of marketing relate to the organization
Marketing department is one of the important part of the company which perform their
duties for developing as well as building relationship with customers by providing them quality
products and services. In addition of this concept of marketing define various activities such as
sales, marketing, promotion and many more. All these will aid in creating positive brand image
at market place and at the same time also increase overall sales of the company at market place.
For attaining better success in market place, manager conduct an effective research to evaluate
market trends, customers needs, competitors strategies in order to enhance their performance
level. In this context, all the department of the company are also relate with other marketing
function which directly contribute in enhancing profitability level at market place (Gartee,
2012). For effectively understand marketing responsibilities there are some following points
which may helps in developing effective strategies in systematic manner. All these are as
follows:
Operation department with marketing function: Every business organization having
manufacturing department which implement various tools and techniques to produce quality
products and services for fulfilling customers requirements. In this context, the main purpose of
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operation department is to set effective planning, controlling, coordinating all type of resources
which may helps in improving the quality product. This department is highly linked with
marketing function in which manager of company easily serve as well as deliver top quality
products which may leads in increasing profitability level of the company at market place (Hall,
2014). By making better coordination between marketing and operation function, McDonald's
easily attain set goals and objectives in appropriate period of time.
Finance department with marketing function: For executing business activities
appropriate fund is more important in which finance department provide adequate funds to all the
division to improve their productivity level. For this, they make as well as prepare an appropriate
budget to determining the needed funds of another department. In this context, marketing
function easily execute as well as carry out entire promotional activities for attaining set goals
and objectives in appropriate time frame. With the help of this McDonald's easily enhance their
performance and profitability as well.
HR function with marketing function: HR function is main part of the firm which hire,
select, develop policies and many more activities. With the help of this company easily enhance
their productivity level at market place. For maintaining as well as generating profitability, HR
manager recruit skilled and capable staff members who easily provide better services by
understanding their requirements. With the help of this, they easily attain set aims and objectives
which leads in improving performance of the company.
Marketing function with sales function: Sales and marketing department both are
interrelate with each other in which they use various tools and techniques to communicate with
final customers. With the help of this, marketing manager easily influence customers to buy
company products which contribute in increasing profitability level at market place. In context of
McDonald's, manager of the company use different marketing tools and techniques to take right
decision which contribute in increasing profitability level.
R&D department with marketing department: For understanding customers needs and
requirements, research and development play important role in which they undertake an effective
research to investigate competitor strength, products range. With the help of this, marketing
manager easily produce quality products and services to its customers which may leads in
improving their performance level (Ionitã, 2012). This will contribute in inviting as well as
attracting larger number of customers towards company products and services.
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IT department and marketing function: IT department refer to various technologies and
software to store as well as implement all the strategies to set appropriate aims and objectives. In
addition of this, technology play vital role in connecting with number of people and provide
them quality services (Jones and Rowley, 2011). For this, McDonald's use Facebook, Twitter and
another platform to communicate with large number of customers which may assist in improving
chances of attaining set goals and objectives in appropriate time frame.
Therefore, all these functions of company are interrelate with another marketing function.
Thus it is important for company to choose effective channel to communicate with their
customers and staff members as well. With the help of this manager easily take right decision
and attain higher success at market place.
TASK 2
P3 Marketing mix to achieve business objectives
Marketing mix is one of the important tool which combination of various tactics and
strategies. By using this manager of the company easily execute marketing plan which helps in
creating positive brand image at market place. In this context, marketing mix define products,
price, place, promotion, physical evidence, process and people. All these are helps in evaluating
customers needs and wants at workplace. One of the main aim of using marketing mix is to
capture customers attention by producing quality products and services. One of the main
advantage of using marketing mix strategy is to increase customers attention towards the
company products. This will contribute in creating positive brand image at market place. For
effectively understood all the marketing elements there are comparison of two different
organization in common field. Marketing mix has help organisation to identify market
environment related to organisation product and services as well as their strategies. It includes
several elements like place, price, promotion, physical evidence, process, people, product. All
these factor has effective firm performance as well as market position so that management has
consider these all to meet consumers needs, wants in limited period of time effectively (The
Marketing Mix, 2016). Burger King is a US based international organisation which are working
in fast food restaurant sector. Management of the company has used marketing mix action of
plan to achieve competitive benefits against its competitors in the same industry.
Elements of McDonald Burger King
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Marketing Mix
Product McDonald is one of the largest fast food
chain that deliver variety of products and
services like sandwiches, burger, drinks
along with desserts to extensive consumer
base across the globe. Nowadays, as
consumer are inclining toward healthy
nutrition products, company is developing
nutrition products. As per the competitors
reputation and demand of food products,
the consumer keep varying their brand
loyalty. McDonald is performing
numerous research to improve their
service quality and produce product
accordingly.
Burger king has offer several
produce like French fries, esserts,
milk shakes, soft drinks, sandwich
and many more with self services
strategies. Through large goods
portfolio, firm are able to achieve
goals and objectives in given time
frame appropriately. Their main
competitors ta global market is
McDonald because both are offer
approx same kind of commodities
to their clients (Kennedy and
Parsons, 2014).
Price Price can be termed as the momentary
value which is charged by the company in
service and product exchange. The price
of McDonald product are affordable and
satisfactory as per the determined by the
exchange of commodity deliver to the
level of consumer. The company has set
their cost from least costly to higher cost
prices as per the demands of client. Most
of their products such as McPuff are
availing company huge benefits to the
company in comparison to other.
Burger king has used both low as
well as high cost strategies for
selling commodities and services
each one class at international
level. Manager of the company has
evaluating and monitoring pricing
policies at market place so that
organisation may able to attract
large number of consumers toward
their goods and services thus help
to get higher market position as
well as long term sustainability
into industry. The main aim of
Burger king is provide higher
quality product at economic prices
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which help to get profitability.
Place McDonald operate their business activities
in more than 118 countries along with
successfully establishment of approximate
36,258 restaurants. Hence, company
manage to maintain their availability at
most places of the cities ad nations. The
organisation manage their destinations of
restaurants on the grounds of high
demands of service. This help company in
enlarging their services sale number and
revenues in more significant manner.
Often, restaurants of fast food tend to
cluster along within most places.
Burger king has run their business
activities almost in 79 nations with
13000 outlets so that it help them
to established presence in global
market. There main store are
located in Japan, India, Taiwan,
South Korea, Singapore, United
Kingdom, United State and many
others countries. Management of
Burger king has enter into new
market with franchises based
model so that they can not invest
money and work according to
organisation rule and regulations.
Promotion It is significant for every working
company to interact with the consumer
and inform customer in regard of their
basic services. Promotional activities are
not deprived from McDonald as
organisation use optimum resources of
promotion in regard of attaining their
business objectives delivering more and
more benefits to firm (Khan and Adil,
2013). The company majorly target to
youth and children according which their
practices are managed by company.
Attractive purchasing power and
significant use of promotional means and
media, McDonald can attain wide range of
Management of Burger king has
develop strategies for promoting
their product and services at
market place thus help them to
create awareness among clients at
market place. Promotional
activities can be paid or not be,
Burger king has used both type of
promotions methods in order to get
attraction of large consumers
toward it goods and services. Some
important paid mode of publicity
are advertisement in newspaper, T.
V. add, magazine, billboards,
hoarding and many more.
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marketplace and has been successful to
create global recognition.
Process Process refer to the procedure which is
optimised for manufacturing, packaging
and distribution of services and products
of organisation. Company deliver worker
effective session of training for their
performance development. In regard of
earning consumer credibility, restaurants
of McDonald transparent food cooking
process. Also company allow their
consumer to examine the used ingredients
to assure their satisfaction level.
Burger king are also focus on
delivery services in which they
used point of sell material for
attracting clients like menu, outlet
interior, furnitures, refurbishments
of store, new agency for restaurant
etc.
Physical
evidence
Physical evidence refer to the
infrastructure, outlets and packaging of
services which represents the external
outlook of enterprise. The members are
staff are unformed, groomed and more
coordinated in restaurant. McDonald
manage to keep unique outlook along with
good ambience, colour, logo that create
distinct recognition of company among
consumer. Also company has different
distribution and product packaging
methods used in their services.
Management has make store
interior so attractive so that buyers
feel positive toward brand and
came for repurchase product which
help to increase profitability and
higher brand value as compare to
competitors in same industry
(Lipsman and et.al., 2012).
People People can be defined as the consumer
and service user which can indirectly and
directly associated restaurant. Company
provide good consumer services to their
service user enabling more effective
Management of Burger king has
trained their staff members to
deliver higher quality services to
their consumers in order to get
high satisfaction as well as long
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activities. This can also assist in carrying
out the better presentation through
managing motivated staff. Company
provide efficient compensation, rewarding
and incentive activities to keep stimulated
their staff (Mihart, 2012).
run sustainability at market place.
TASK 3
P4 Marketing plan for business organization
Marketing plan is essential process of business organisation which define blueprint of
entire business plan. This will helps in taking future decision towards the company and its
activities. By making effective plan company easily operate their activities in systematic manner
which directly contribute in attaining set goals and objectives. Along with this, the main aim of
preparing marketing plan is to determine actual performance of the company. It includes
company mission, vision, aims and objectives which is important for evaluating before making
marketing plan (Novak, 2011). With the help of this, manager of the company easily develop
appropriate strategies which contribute in capturing larger market share form its rivals and at the
same time also create strong customers base by delivering quality products and services.
Marketing plan of McDonald's can be understood by following description:
Overview of the company
McDonald's is biggest and famous company which operate their business in various
countries. As they offer Hamburger, cheese burger, soft drinks and many more to large number
of customers by determining their needs and demand. Mainly, it is largest chain of restaurant in
which they serve quality products and services to its customers.
Mission
The main mission of McDonald's is to operate their business at global level by delivering
quality eatable items to larger number of customers.
Vision
Under this, the main vision of McDonald's is to be leading biggest fast food company in
over the world by delivering better customers experiences.
SWOT analysis of McDonald's
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Strengths Weaknesses
 Positive brand image is main strength
of this company as company easily
invite larger number of customers.
 McDonald's offer their products as per
competitive price for creating
customers base.
 As company use best promotional tools
to increase public awareness.
 Limited innovation within menu is
main weakness of McDonald's.
 Low rate of interest provide cheap
growth of capital.
 Less market share also a drawback for
company.
Opportunities Threats
 Company wants to expand their
business at international level.
 Company also joint venture for
supermarket to enhance their positive
image (Papasolomou and Melanthiou,
2012).
 Focus on CSR for reducing the
negative impact on environment.
 High competition in market place is big
threat for company.
 Fluctuation in economics and exchange
rates.
 Health conscious customers.
STP of McDonald's
 Segmentation: In this, company offer their services on the basis of marketing
segmentation such as demographic, psycho graphic and Behavioural. This will helps in
improving the chances of attaining positive results form the customers.
 Targeting: Under this company target young people, kids and family members as well.
As company deliver their services as per their taste and preferences which may leads in
increasing the satisfied customers within the organization. This will directly contribute in
enhancing market share of the company.
 Positioning: Under this company use positioning strategy by which company easily
established their positive brand image at marker place. Along with this, company enhance
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their profitability level at market place by delivering quality products and services to its
customers.
Marketing mix of McDonald's
 Product: Goods and services are the important component which offer by company to its
customers for fulfilling their needs and wants in effective manner. As McDonald's offer
hamburgers, soft drinks, desserts and many more. All these are leads in increasing
profitability level and satisfaction as well.
 Price: As McDonald's is famous for its product price and quality as well. In this they set
cost of the product is affordable by which number of customers easily consume company
products in appropriate manner (Swenson, Rhoads and Whitlark, 2014). Along with this,
firm consider bundling price strategies which contribute in increasing profitability level
of the company at market place.
 Place: Under this, McDonald's set their outlets where they distribute their products and
services to its customers. As company operate their business in various countries and also
cover urban areas by deliver their food items. By which company increase their
customers base which may enhance productivity level at market place.
 Promotion: For inviting as well as attracting number of customers, company have to use
best promotional tools to promote their services in front of customers. Along with this,
they also communicate with their customers through advertisement, personal selling,
direct selling, public relation and many more. All these are appropriate to enhance public
awareness. From these advertisement is important promotional tools which used by
McDonald's to increase customers base within their organization.
Marketing strategy
Under this, manager of McDonald's set some aims and objectives to enhance their
performance. By this they easily develop an effective marketing strategies to effectively execute
the process which contribute in improving the chances of arising profitability level. In this
context, manager of company use relationship marketing strategy to build and develop strong
relation with customers by delivering quality products and services.
Execution
Under this, manager needs to follow all the steps which may leads in implementing as
well as executing strategies which contribute in attaining set goals and objectives (Peter and
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Donnelly, 2011). With the help of this company easily capture larger market share by grabbing
their attention towards company food items. With the help of this step company easily attain
positive outcomes.
Evaluation
It is last step of marketing plan in which manager of the company implement all the steps
to analyse the chances of attaining positive outcomes. By evaluating this, company easily
enhance profitability level of the company at market place. One of the main purpose of this step
is to determining actual performance which provide support to manager to take right decision.
CONCLUSION
As per above mentioned report, it can be summarised that marketing play vital role in
business as it helps in creating as well as developing positive relationship with customers. This
will contribute in attaining higher success at market place by delivering quality goods and
services to fulfil customers requirement. Along with this, various key roles and responsibilities
marketing functions may helps in improving overall performance level. Along with this,
marketing mix also consider as an important which includes various elements to evaluate
customers needs and wants. In addition of this, marketing plan also helps in evaluating actual
performance of the company at market place.
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