Marketing Tool Report

This report analyzes the use of PESTLE and SWOT analysis in marketing planning, focusing on McDonald's as a case study. It explores the importance of the promotional mix in producing promotional material and examines the effectiveness of different promotional methods. The report provides a comprehensive understanding of marketing tools and their application in a real-world business context.

MARKETING TOOL

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
1.1 Use of PESTLE and SWOT analysis in marketing planning................................................1
1.2 The importance of the promotional mix in the production of promotional material............7
CONCLUSION................................................................................................................................9
REFERENCES..............................................................................................................................10

INTRODUCTION
Marketing plays vital role in terms of boosting the sales and promotion levels of
organisation (Moons and et. al., 2010). There are type of marketing tools are used in
organisational context to explore and boost the sales and marketing functions in business and
wider context. This report is prepared to analyse to analysing the marketing tools which are used
by associations and large organisations to emerge the sales graph of organisation. There is a
marketing techniques such as PESTLE and SWOT analysis is done of McDonald. Importance of
the promotional mix in the production of promotional material and the effectiveness of three
methods are also defined in this context.
TASK 1
1.1 Use of PESTLE and SWOT analysis in marketing planning
Marketing Tool
Tools are basically considered as a techniques and the methods which helps to
consolidate and summarise the task and project parallel to organisational goals and objectives. In
business context the marketing tool is a method to enhance the popularity of goods and services
in existing and new market. This is the approach which is used by managers in order to manage
the flow of operations and management. Mainly it remain associated with building the effective
marketing technique and sales graph (Martin, Campbell and Harmsen, 2014). More over the
information and details remain associated with analysing the internal and external marketing
environment and identifying the possible market to sell the good and services of organisation.
These are considered as the material which not only assist the marketing functions but also
improve the brand image of organisation. Basically, marketing techniques are being used by
organisation subject to deriving the marketing options and strategies.
Marketing techniques align the operations and management of business in single format.
These tools help to interconnect the organisation with its clients and the customers. More over
the information remain aligned with emphasizing goods and services. Innovations and product
development are the essential aspect in terms of creating the scope of market area and
segmentation. PESTLE and SWOT analysis are the main techniques which are used as a
marketing tool to explore the marketing operations and functions.
PESTLE analysis
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this is one of the analytical tool which helps to analyse the essential elements which
remain associated with creating plans and the strategies for better understanding of current
marketing plan. This is one of the strategic analysis technique which assist the managers and
analyst to make business and marketing plans. There is strategic framework for understanding
the external affect the external and internal environment of business. There is an impact of macro
environment upon business and functional activities are also analysed in this marketing tool and
techniques. This analysis technique can be understand by the following example of McDonald's
PESTLE analysis.
McDonald's is one of the largest fast food corporation organisation which has a large
customer market in internal market. Its cooperative marketing techniques and strategies are the
only sources of boosting the marketing structure of organisation at next level. In other ways it is
considered that the organisation is very concerned with its marketing techniques and strategies
which are used to explore the business functions and operations. There are type of business
operations and global business expanding techniques and strategies are adopted by McDonald to
boost the structure of marketing and sales graph in domestic and in international market
(Malhotra, Birks and Wills, 2013).
Political
McDonald's is the only fast food industry in the world which is able to correlate its
business and operations in international market with more effective and efficient manner. There
is a diverse effect fall upon McDonald subject to exploring the business operations and marking
operations in global context. This mainly associated with analysing the effect of different
marketing technique and the political policies to explore and boost the operations and
management of organisation. There is an impact and effect of government rules and regulations
upon business activities are define in this context. Managers and analyst have to bear the side
effects and challenges while preparing the strategies and plans for better executions for plans and
strategies. Impact of macro environment upon general business environment and governmental
activities and plans are also defined in this context and are evaluated with the help of deriving
polices and strategies (Cleverley, 2017). There are some significant changes and the plans
evaluated in organisational context to explore the operations and management of business for
better execution and plans for effective operations and evaluation. There are some key aspects
are defined below in terms of political analysis of McDonald's
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 there are type of strategies and plans are made by considering the increasing international
trade agreements and opportunities (Linoff and Berry, 2011). More over the information
and detial
 There are also some elements remain avoided in terms of tax reforms and pending works
and reforms are analysed in more professional and effective manner. This is the only
aspect which remains associated with exploring the business operations and the
management.
 Evolving the public health and policies are also analysed in terms of managing the
marketing functions and managing the sales and promotions.
 This is the analysis which also effect the price the related to health policies.
There is a vast opportunities found in wider context subject to boost the level of business and
organisations. There are type of strategies and plans considered in organisational context to
elaborating the operations to enhance supply chain. Building the market leader in fast food
industry are also analysed subject to reforms practices and the techniques to lessen the effect of
taxation on the business expect violating the laws and legislations. Impact of taxation and the
business are analysed in terms of health policies are the main aspects covered in this context.
Economic factors
there are type of economic changes are considered in this factor subject to influence
McDonald's organisation in international market. This the main aspect in terms of analysing the
pertains to the effect of economic aspects and the strategies and plans which directly and
indirectly affect the economic environment considered in this context. An economy of the
country is main factors on which entire organisation's economic condition and position are the
main aspects in managing the operations and management ( Huotari and Hamari, 2012). This
mainly associated with analysis of pertains to the effect of economic changes and the conditions
which mainly helps to absorb the changes and managing the operations of notable economic
external factors. There are some essential points are defined in respect of analysing the economic
factors which are defined as follows:
 The growth of organisation are defined in this context subject to slow growth and
development of organisation's growth. It is seen that the organisation is mainly
associated with defining the economic factors which remain associated with economic
growth of organisation (Desai, 2013).
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 Risk factor is limited to European countries and the economic environment which is
also related to defining the strategies and plans for better understating the plan.
 China, America, India and other European countries are the main regions which
economy's are liable to vary the economical condition of McDonald. This is the only
method which is used for better understating the economical environment.
Social Factors
There are some social factors also remain aligned with the growth and development of
organisation. This analysis helps to understand the social support and co-ordination in terms of
exploring the sales and promotion activities in international market (Lane, 2014). McDonald's
have a positive and reputed brand image in internation market and the analysis of social response
and perspective is the main analysis which is done in social analysis of organisation. There are
type of strategies and plans are elaborated for limited related to widening monetary differences.
 Cultural diversities and the social differences subject to products and services
 Increasing and deriving trends in respect of booming the factors which remain associated
with growth and development of organisation.
 Social trends and analysis which are related to maintain the healthy lifestyle and trends
with in the organisation.
Social factor analysis considered as an external analysis which remain associated with
analysing the turnout the differences subject to analysing the differences in terms of managing
the sales and promotion activities. It has an opportunity to attain the competitive advantages and
monitoring the social environment within the domestic and in international market. It maintain
the social environment of by providing diversified products and services and also manage the
product mix strategy to deriving the marketing criteria with in the organisation. It improves the
macro-environment of organisations in terms of external factors which creates opportunities for
development and growth of organisation (Lancaster and Massingham, 2010).
Technological factors in McDonald's
Latest advertising and promoting events has become some essential aspects in terms of
exploring and emerging the sales and marketing activities in global context. McDonald's have
tied up with many social and e-commerce website to increase its sales graph and enhancing the
customer network. Online selling products and services are the essential aspects in terms of
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managing the operations and the management in organisational context. Key elements are
analysed in terms of technological factors.
 There is a moderate use of technology used by McDonald and the research and
development department of organisation also associated with analysing the new tactic to
explore the operations more.
 There is an automation introduced by McDonald to make smooth and fast the manual
handling.
 There is an opportunity to be a fast product and service providing organisation for
deriving the strategies and plans in effective manner.
Technological factors are aligned with analysing the productivity and emerging the sales
graph of organisation. Mobile applications and software are also some technical options which
may be implemented by the organisation to execute the information and details related to
enhancing the sales graph. This is the main aspect in terms of deploying the strategies for better
operations and management (Krishna, 2012).
Ecological environment
this is also one of the external environmental analysis which affect the marketing options
and managing the scale of operations and management. Ecological factor is mainly associated
with analysing the performance and the efficiency of organisation. Macro environment is mainly
associated with analysing the following elements which are as follows;
 Enhancing the interest for corporate environment programs
 Emerging and emphasise the sustainable business strategies and plans for better
understanding
 Changing the climate and the analysing the availability of natural resources.
No any organisation can control the damage and loss which occurs due to nature disasters
(Jobber and Ellis-Chadwick, 2012). Future is uncertain and the ecological factors can not be
stopped by human efforts but safeguards are always there in terms of managing the operations
and functions of organisation.
Legal Factors
McDonald's is one of the essential aspect which diversify the legal terms and legislations
for executing the operations and functions of organisation in more effective and fluent manner.
Legal terms remain different form each other in organisational context subject to deriving the
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strategies and plans are also drive form country to country. Main elements which remain
associated with common legal terms and legislations which are defined as follows;
 Wage rate and working hours legislations and terms for different countries as UK and
U.S.
 Health and safety rules and regulations to protect the rights of employees and staff
members. Such as workplace, out side the premises of organisation.
 Animal welfare regulation in terms of protecting the ecology system and protecting
nature.
It is recommended that the organisation has opportunities to grow and develop the
operations and functions of organisation at next level. The PESTEL analysis indicates towards
favourable results in terms of managing the functions at next level (Grönroos, 2011).
SWOT analysis
Strength
 Tasks of organization grow at different
place so they gain gigantic outside
trade.
 McDonald's has accompanied different
kinds of decisions like smoothies,
espresso and burgers.
 Organization appreciate solid brand
position and become even at subsidence
time on account of high prevalence
among clients.
Weakness
 It isn't less demanding for organization
to take choice with respect to the area
which is helpful for clients. The
principle purpose for it that US is
encompassed with numerous eateries
and it development is conceivable
through extension globally.
 At the point when the cost cause in
profit is increment then development
rate of yearly isolated is probably going
to be decrease.
Opportunities
 Aside from US McDonald's likewise
accept an open door to grow their
business in nation like India, China
which cover vast populace.
 Organization additionally utilize
Threats
 McDonald's additionally confront
together rivalry with set up player like
Starbucks in new item move outs.
 Because of increment in assembling
cost at that point costs of their item is
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different inventive devices in their
strategic office to convey the
merchandise at indicated era.
 By utilizing different advertising
advancement instruments organization
likewise mindful expansive groups of
onlookers with respect to the
advantages benefit from items.
additionally high which isn't reasonable
in frail economy.
 Contenders like Domino's, Burger lord
and pizza cabin which go about as
obstacle and influence their deals and
benefit.
 distinctive lawful confinement are
directed in nourishment segment which
make unpredictability in running
business tasks.
1.2 The importance of the promotional mix in the production of promotional material
Promotional mix
This is one of the essential technique which helps to analyse the possible marketing
situations which remain associated with promoting and enhancing the sales figures of
organisation. Promotional mix mainly associated with analysing the marketing plans and the
analysis of deploying strategies and plans which remain associated with promotional activities.
This is also one of the important element in terms of promoting the goods and services in many
ways such as public relations, personal selling and sales promotion techniques, promotional
activities and the plans for better communication and producing marketing and sales techniques
(Grönroos and Ravald, 2011).
IT is a better tool or technique to aware people about the goods and services of an
organisation. The primary motive of this promotion function is to develop more demand of
products of firm. promotional mix is combination of the tactics as well as strategies to effectively
and efficiently execute marketing plan. There are many promotional tools which are used by
organisations and these are sales promotion, public relation, personal selling and publicity. In
addition to this, McDonald’s uses publicity and sales promotional techniques of promotion or
connect with people. It is a necessary element which firm use for creating good quality of
products of services and set cost of goods in a better manner. In marketing mix, there are 7
components are included and these are product, place, price, promotion, physical evidence,
process and people.
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It is the main function of marketing and in this, there is a need of marketing manager to
examine different tools or techniques of communication and then select the best one to promote
products of firm in an effective or efficient manner. It is necessary that company should use all
these components in an effective manner. With the help of this, company can aware people
regarding specifications, features of services or products in easy way. Under this there is a
comparison of marketing mix of two different companies McDonald and Burger king. Both are
the fast food restaurants.
Advertising
Advertising blend would b be able to e characterized as the components of the
organization that are utilized by them in order to put their items effectively in the market. It
incorporates components like Product, value, place and advancement. All together these
components are called as Service promoting blend. It is imperative for the administration of
organization to create plans which are coordinating with the showcasing capacities so it can be
utilized by the promoting group in executing the way toward advertising blend. In any case, now
the advertising blend is broadened and three more factors have been included this which are
process, individuals and Physical confirmation (Jobber and Ellis-Chadwick, 2012). It is an
exceptionally powerful process which helps in creating mindfulness about the item in the market.
This is the main element which is used to explore the sale of product and services for
better operations and management. It is mainly associated with deriving the strategies and plans
for better execution and management for effective evaluation process. There are type of
marketing strategies and plans defined in terms of building the supply chain and manage the
operations of organisation.
Public relations
McDonald's is likewise considered as a greatest drive-thru food chain in UK which is
additionally winning biggest measure of income in eatery too. Their item quality, cost and
esteem is great and their limited time plans are additionally extremely successful. Their taste is
likewise adored by the buyers especially that is the reason they are getting love from everywhere
throughout the world (Dudu and Agwu, 2014). Their advertising group is doing their work so
well and that is the reason they can give compelling administrations everywhere. They are
understanding client's needs and requests exceptionally well and that is the reason they are
providing merchandise and enterprises likewise.
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Sales and promotion
They are having "Glad Meal Menu" for kids and 'kabab' choice for the grown-ups also.
Through this, organization attempts to do correspondence with its clients. McDonald's is
additionally having different limited time plots through which they effectively pull in extensive
no. of clients (Huotari and Hamari, 2012).
Direct marketing
This is also one of the method of emphasising the sales graph and analysing the plans and
strategies. This mainly associated with increasing the sales and promoting the service and
products with effective marketing strategies and plans.
CONCLUSION
This report is prepared to analyse the marketing plan and analysing the plans for
operating the business at next level. There is an analysis of PESTEL and SWOT in Respect of
McDonald's done in this report. Marketing planning and the importance of the promotional mix
in the promotional material are defined in this context. There are thee methods of promotions in
terms of media used are also covered in organisational context.
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REFERENCES
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for investigating the adoption process of electric cars. In The 6 Senses-The Essentials of
Marketing (EMAC 2010) (pp. 191-191).
Martin, C., Campbell, R. and Harmsen, S., 2014. Media essentials: A brief introduction.
Bedford/St. Martin's.
Malhotra, N.K., Birks, D.F and Wills, P., 2013. Essentials of marketing research. Pearson.
Linoff, G. S. and Berry, M. J., 2011. Data mining techniques: for marketing, sales, and customer
relationship management. John Wiley & Sons.
Lane, V., 2014. Measuring the Financial Value of Marketing Strategy with Excess Stock Market
Return. International Journal of Risk and Contingency Management (IJRCM), 3(4),
pp.1-16.
Lancaster, G. and Massingham, L., 2010. Essentials of marketing management. Routledge.
Krishna, A., 2012. An integrative review of sensory marketing: Engaging the senses to affect
perception, judgment and behavior. Journal of Consumer Psychology. 22(3). pp.332-351.
Jobber, D. and Ellis-Chadwick, F., 2012. Principles and practice of marketing (No. 7th).
McGraw-Hill Higher Education.Kotler, P., 2011. Reinventing marketing to manage the
environmental imperative. Journal of Marketing. 75(4), pp.132-135.
Grönroos, C., 2011. A service perspective on business relationships: The value creation,
interaction and marketing interface. Industrial marketing management. 40(2). pp.240-
247.
Huotari, K. and Hamari, J., 2012, October. Defining gamification: a service marketing
perspective. In Proceeding of the 16th International Academic MindTrek Conference (pp.
17-22). ACM.
Grönroos, C. and Ravald, A., 2011. Service as business logic: implications for value creation and
marketing. Journal of Service Management. 22(1). pp.5-22.
Dudu, O. F. and Agwu, M. E., 2014. A review of the effect of pricing strategies on the purchase
of consumer goods. International Journal of Research in Management, Science &
Technology. 2(2). pp.88-102.
Desai, S. S., 2013. An analysis of the competitive marketing strategies of the hospitality industry
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Cleverley, W. O., 2017. Essentials of health care finance. Jones & Bartlett Learning.
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