Exploring Entrepreneurial Marketing in Small Businesses

The provided content explores various aspects of marketing, including entrepreneurial marketing in small businesses, social engineering and social marketing, marketing research, integrated marketing communication, employee referral, fairness quality, destination marketing, events management, services marketing, branding, and creating an effective marketing plan. The articles and resources discussed the role of marketing in organizations, its importance in today's digital landscape, and how it can be used to drive business success.

Marketing Essentials

Table of Contents
INTRODUCTION......................................................................................................................3
TASK 1.......................................................................................................................................3
P1......................................................................................................................................3
P2......................................................................................................................................4
M1 Analyse the roles and responsibilities of marketing...................................................6
M2 Significance of interrelationship between marketing and other function units..........6
D1 Analyse key elements of marketing functions............................................................7
TASK 2.......................................................................................................................................7
P3......................................................................................................................................7
M3 Evaluate different tactics .........................................................................................10
TASK 3.....................................................................................................................................10
P4....................................................................................................................................10
M4 Detailed marketing plan...........................................................................................13
D2 Strategic marketing plan ..........................................................................................13
CONCLUSION........................................................................................................................13
REFERENCES.........................................................................................................................14

INTRODUCTION
Marketing essentials is one of the most understood disciplines in the management
today. Every organisation used this term as synonym for activities which are related to sale
and purchase of products and services (Blythe, 2012). Many customers believe that in every
organisation there are some expertise in marketing department which are having many
advertisement techniques to promote brand name of company. In modern era, marketing is
the core business process of organisation that helps companies to make strong relationship
between the customers. The present report focuses on McDonald's which is the world largest
restaurant chain. This organisation serves different varieties of fast food such as hamburgers,
chicken products, French fries and many more items. Furthermore, the role and
responsibilities of marketing manager is described and the marketing essentials are significant
for the company. This helps the company to make strong relationship with marketing
department and customers which provide the different varieties of fast food (Brooks and
Simkin, 2012).
TASK 1
P1
In every organisation, the role and responsibilities of marketing function plays a
significant role which help the organisation to increase their profits every year. The
employees who are working in marketing department are responsible for communicating with
customers to identify their needs and wants. Marketing function relays on information which
is received from the customers to establish their overall brand image. McDonald's company
have to perform some marketing functions which help them to generate more profits to meet
out with their expenses. Marketing functions may include marketing plan, marketing
research, product development and many more. In order to fulfil these functions, the
marketing department have to perform some roles and responsibilities towards their work to

accomplish the targets on time (Desai, 2013). The following are the some roles and
responsibilities of marketing function which are as described below:
Product management – Marketing manager of McDonald's set some strategies for
the growth of company’s profits. The managers defines and communicates the initial
position, pricing strategies, competitive positioning to every employees in marketing
department. These all functions works in a cross functional team with sales department,
research and development department; finance department etc. The product development plan
operates on a product life-cycle (Dessain and Zeuch, 2016).
Advertising – The marketing department of McDonald's plays an important role to
promote brand name of the company. Through this technique, the managers can promote
products and services of the organisation in different places to fulfil the needs of customers.
There are various techniques which can be used by managers like advertisement can be given
on newspapers, radios, magazines, television etc. If the advertisement is more creative then it
will increase sale of products and services of the organisation.
Packaging – Sometimes, customers are attracted through the package of the products.
Managers play an important role to in regard to the packing of the product so that customers
can attract easily. In packing the product, details of the products should be written in a
proper manner so that the customers can easily understand details.
Events – There is also responsibility of marketing department to organise some
events like conferences, seminars, customer’s hospitality events to attract large number of
customers (Dibb and Simkin, 2013). While organising the events at different place, it helps in
promoting the services of McDonald's. Hence, it will easy for the company to enhance their
sales to meet out with their expenses.
Sales – The sales department of McDonald's have to coordinate with the marketing
department to set prices of products and services. With the help of sales department, the
marketing department can make some tactics and actions to promote or fulfil the objectives of
the organisation. If both departments are not coordinating with each other then it may create
hurdles for other departments to set the prices of products and services.
P2
The marketing department have more responsibilities in the organisation to identify
needs and wants of customers. This department have more responsibility towards the

organisation which helps in increasing their profits, sales and also to increase the market
share through which it can increase the growth and profitability. They are also responsible for
marketing functions to perform well in the organisation. McDonald's is large business
organisation so the managers have more responsibility of managers to identify the customers
who are interested to eat these kinds of foods (Draelos, 2010). Some roles and responsibility
of marketing department are explained as below which help the company to increase their
profits and to attract the large number of customers.
Sales Support – In McDonald's, there is a good cooperation between the sales and
marketing department which helps the company to improve the sales performance also. It will
help the company to grow their business in the competitive market. The managers of
marketing department also prepare some presentation to promote sales team that how stock of
material should be kept for a long period of time. If there is strong sales support, then it will
be easy for the organization to set the prices of products and services according to different
place (Durmaz, 2011). Sales team also provides high quality of leaders to the customers and
encourage them to visit the company websites if they feel any problem regarding the services.
Market research – It is the key responsibility of marketing department to conduct
market research time to time. The research helps company to identify the market competitors
of this organisation and to identify the strength and weaknesses of other company. There are
many competitors of this company like subway, KFC etc. Through this McDonald's can
protect the own organisation objectives to achieve them on time. The managers can carry out
their own research by studying market data of own and other company and can do survey of
customers needs and wants. It will be beneficial for the company because through this, the
managers can also develop good reputation between the customers (Gamble and et. al.,
2011). The marketing research should be done on time because the needs and preferences of
customers are changing from time to time.
Product development – The marketing department analyses the sales of existing
products that why there is a gap between the product range. Through this, the managers of
McDonald can identify some opportunities to fill that gap. By filling the gap, the company
can also improve their quality of food so that customers can enjoy. The marketing department
have to work with both external and internal product development team to improve quality of
existing products or to introduce the new product. The employees of marketing department

provides information to product development team that what is the customer needs and
preferences which help them to identify features of new and existing products (Branding and
Marketing Essentials. 2017).
Strategy – The marketing department have to set some strategy to achieve the goals
of the company. The strategies should be set in such a manner that the managers can easily
identify those customers who can eat these fast food items (Hoványi, 2013). By applying the
different strategies, the market share of company can be increased or it can be beneficial for
McDonald's to open new channel of distribution to attract the customers. The strategies
should be made with the help of top management authority department. The manager has to
implement proper strategies on time so that they can attain targets on time.
Communication – The communication between managers and customers should be
strong so that they can easily sell the products and services to targeted audience (Illing and
Anders, 2016)). The communication process should be easy for every customer so that they
can communicate with others. The managers can apply advertisement policy to make strong
communication with the customers. It also depends on company’s budget that how they plan
advertisement campaign. The communication is necessary between the organisation and
customers as it can maximize the profits of the company.
M1 Analyse the roles and responsibilities of marketing
The roles and responsibilities of marketing in McDonald's is essentials. They all have
to make proper coordination in order to deliver quality of services. The manager has to
conduct proper market research in which they can identify wants of customers. To retain in
competitive market it is also essential to make proper plan and strategies in order to introduce
new products and services.
M2 Significance of interrelationship between marketing and other function units
The marketing plans of organisation should include financial information for
introducing new products and to maintain the quality of existing products. Through this the
management will be supported by financial inputs which are provided by marketing
departments.
In production department, marketing can help in estimating the number of products
and services to be produced by the organisation. In this the marketing are trying to apply
some strategies to increase the demand of products and services.

Further in research and development, the marketing department gives new ideas and
about the products and services for the implementation.
D1 Analyse key elements of marketing functions
As per view of Desai (2013) it is inferred that elements of marketing function include
the concept of price, product, promotion and many more which is also know as four P's of
marketing. Through this it help the manager of marketing in order to develop new kind of
products and services and attract new customers. The manager can also make new strategies
for attaining the goals of organisation.
TASK 2
P3
The marketing mix model is used by very company which help them to identify the
customers needs and to implement the proper planning strategies on different places. In order
to achieve the targets on time it is essential to use the model of marketing mix. The 7ps of
marketing elements consists of people, price, product, promotion, place, physical evidence
and process (Jones and Rowley, 2011). The marketing elements of McDonald's has been
described as below:
Price – For every organisation it is difficult to set the prices of products and services
which are offer by the organisation. For McDonald's the pricing of products is tougher then
the pricing of services. This organisation follows a cost leadership strategy. The foods and
drinks which are offer by this organisation are offer at competitive price. The quality of food
products is quite good so that every customers can afford to eat these food items. Many
combo food items are provided to customers to attract large number of customers (Marketing
Essentials. 2017). The managers of marketing departments can use the different policies of
price strategy which can be divided into three parts i.e. price skimming, market penetration
price, neutral pricing. To set the prices of products it always help the organisation to shape
the perception of the product in the eyes of customers. It also provide the low cost food
franchise to customers at different countries (Kennedy and Parsons, 2014).
Place – The stores of this restaurant is located in prime locations. The marketing
department have also identify those areas in which the distribution of channel take place
easily. The main of McDonald's is to open more an more stores in urban as well as in rural

areas. The company wants to establish its presence in every customers mind so that it will
easy for the managers to increase the sales and profits. They build a high quality of
restaurants in malls, cities airports which value for our customers. The company have open
36250 approximately stores in 120 countries (Lamb, Hair and McDaniel, 2011). The
customers of McDonald's also want that this organisation should provide online delivery in
those places where they can not open their restaurant. For the customers the location of
service is more important rather then to use these services. In service industry it is important
to open its outlets in many areas which help them to build strong relationship with the
customers.
Product – This company offers a wide range of fast food products and services to
customers such as burgers, deserts, coke, french fries and many more. The company also
offers the salad, shakes, Mc-flurry desserts, soft drinks and other beverages items. A product
have certain life cycle which includes the growth phase, maturity phase and sales decline
phase. McDonald's provides the high quality of food customers to satisfy their requirements
(Lancaster and Massingham, 2010). The managers of marketing department also analyse the
customer preferences that what kind of food quality they want from the food restaurants. For
the organisation the products may be tangible and intangible. The company has also
announced that to increase the nutritional value of its meals. They also provide the healthy
food to customers to keep their health strong.
People – The people of McDonald's are very important. The people may include the
employees of marketing department because through them the quality of services are
provided to customers. The employees provide the friendly services to customers so that it
will easy for them to enjoy these services. They managers also ensures that whatever services
which are offered by this company should satisfy the customer needs at restaurants (Martin,
2017). It provides the wide range of food items to customers which differentiate them from
the competitors. The company have to provide those food items which are in demand and
through this it can run their business in competitive market. McDonald's is introducing the
new new different food items to attract the large number of people (Lipsman and et. al.,
2012). The marketing department provide the training and development programme to staff
so that they can deliver the superior services to customers. For this organisation, staff become
because through them they provide the high quality of services to customers.

Promotion – There are various promotional techniques which can be used by the
managers to promote the brand name of McDonald's in different countries. The promotional
tool techniques are advertisement, sales promotion, direct selling, public relation. The
promotion techniques is very important for the organisation because it boost the company to
recognise its brand and sales of every years.
In advertisement, it includes various which can be used by managers. As it includes
the television, radio, newspapers, internet advertisement and many more techniques are using
the marketing department. It increase the brand awareness of the company between the
customers (Malhotra, Birks and Wills, 2013). In sales promotion, the managers provide the
food on discount, vouchers, coupons, pamphlets to customers. Through this the company can
target the different customers from different places. In direct selling, the organisation text to
particular person or group of people specifically to use the services of this organisation. It
may also include the face to face communication is there between the organisation and
customers. So that the managers can also improve their communication skills. In public
relation, the managers can do road show advertisement because through this so many people
are attracted and it make strong position of the company in market to beat the competitors.
Physical Evidence – The services which are provided by McDonald's is intangible.
In modern era, customer needs the physical evidence of every organisation. For example, if
McDonald's is serving the food items in other country and the people of that country are not
aware about this company then it is very important for the customers that to establish a
physical evidence between them. Through the organisation can also a premium charges from
the customers to make the positive relation in the market (Mihart, 2012). Physical evidence
can include cleanness, quality, speed and quality of the work. While establishing the physical
evidence, it also build the strong relations of the company with the customers.
Process – This element of marketing mix is effective for the organisation. As it shows
that how McDonald's deliver their services to customers. In food industry, the customers are
very important because restaurant provides the different kinds of services to people. The
company is also using new methods of packaging and distribution channel to attract large
number of customers. While serving the different food items to customers then they have
right to check the ingredients that what ingredients are used in this food. The organisation
should also allow the customers to enter into that area where the process takes place so that

customers can have a clear overview that hat they are consuming (Moll, 2016). The
organisation should provide the online services to customers in a simple process so that it can
also increase the knowledge of people regarding the internet facilities. It is beneficial for the
company also that if any person is unhappy about our services then customers can give their
feedback on company website also.
M3 Evaluate different tactics
According to Gamble and et. al., (2011) it reserved that tactic is a conceptual actions
which help the organisation for hitting their goals. In tactic the manager has to make an
specific strategies and plans and have to determine that how these strategies will implement.
If the organisation has to increase the market share and then they have to provide those
products and services which will not harm their health. To make tactics they have to also
support their marketing strategies and create details of the customer profiles.
TASK 3
P4
A good marketing plan will help the organisation to satisfy the needs of customers
and to run their business successfully in competitive market. The marketing plan helps the
company to execute their marketing strategy properly. It also helps the organisation to
develop a structure approach to offer different types of services and products to satisfy the
wants of customers. The marketing plan should include that how the organisation should
provide the products and services which are innovative, unique from the competitors. As
McDonald's is large company so it requires to make market plan properly to evaluate the
needs of customers time to time (Moons and et. al., 2010). The following are the different
task which should be included in the marketing plan:
Background Analysis – McDonald's should provide the background of their
business. That what food items are serving by this food industry. It also help the company to
identify the opportunities which are available in the market through this the organisation can
find out their capabilities. Further, it also help to identify the customers wants and needs that
what they expect from the company.
Marketing Objectives – The marketing objectives of the company should be specific
which can increase their sales and to increase the awareness of the products and services

between the customers. To make the marketing objective then it should follow a SMART
acronym. S stands for specific, the objectives of the organisation should be specific so that
marketing departments does not have any confusion to attain these objectives. M stands for
measurable, it shows that what measures are using by the company to get the success
(Nguyen and Simkin, 2012). A stands for achievable, the objectives which are set for the
organisation is achievable or not. R stands for realistic, the managers should have the
knowledge that what are used to achieve the objectives of organisation. T stands for timely,
McDonald's should clearly set out the time frame that how much time is required to attain the
objectives.
Identify the target customers – In economy there are numerous potential customers
in different markets. To succeed in this market, McDonald's have to determine the
characteristics of its best targeted customers. If the organisation have identify the target
customers then it will increase the profits of the company to meet out with their expenses.
The target customers should be described in detail so that McDonald's can serve different
variety of food to them.
Write down the brand-positioning statement of target customers – McDonald's
should write a simple sentence that how they meet the customers needs and how they will
beat the competition (Wirtz, 2012). The brand symbolize the strongest competitive advantage
in the market. The best positioning statement of the company can be good only when they are
single minded and focused on the solving the problem of the customers so that they can
promote the best values.
Identify the competitors who can target our customers – For any organisation it
doesn't matter that how original products and services they are offering to the customers.
There is always competition of target the customers of other company. McDonald's should
know about the core advantages of the competitors and how will they respond the offering
the price of products and services.
Marketing strategy and marketing mix – An effective strategy will always help the
organisation to defines its marketing programme (Riddle, 2013). The elements of marketing
mix such as people, promotion, place, price, process, physical evidences, product help the
organisation to make effective marketing strategy to achieve the targets of the company.

Now there are some marketing approaches which help the organisation to reach the
target customers and to put the proper market plan on time. The managers have also analyse
the market approach so that they can easily identify the customers needs. These approaches
are described as below:
Mobile – Now a days the use of smartphones are increasing rapidly. So it can change
the company targeted customers (Papasolomou and Melanthiou, 2012). Since, the people are
having the different devices which they use to carry all time and McDonald's is trying to
implement the marketing strategies to target customers on time. Through this it increase the
knowledge of customers regarding the use of internet facilities. It is beneficial for marketing
department that they can easily text the particular person or group of regarding the discount
schemes, vouchers etc. to attract large number of customers.
Social media – In modern era, the social media has become important part for the
business enterprises. To implement the proper marketing plan the every type of customers are
using the different platforms such as Facebook, twitter, you tube and other networks also.
These platforms are better for the large organisation to implement the proper market plan
(Pike, 2015). The marketing department are advertising their ads on social media and through
this so many customers are attracted and they have also choice to taste the varieties food item
of McDonald's.
Email – Through the organisation may not implement the proper market plan.
McDonald's can implement the email marketing techniques in many ways which can include
newsletter, transactional emails or promotional campaign. Through this the company can
increase the knowledge of customers regarding the use of internet services. The customers
have choose to use the best email marketing technique which are provided by the company
(Raj, Walters and Rashid, 2012).
In last, the marketing department have to monitor all the results which are listed for
the goals. The current performance of the organisation should be analyse with the last year
performance so that appropriate actions can be taken on time. Hence, it will also improve the
quality of service. The company can gain the competitive advantage while implementing the
proper marketing plan (What is the role of marketing in an organization?. 2017).

M4 Detailed marketing plan
For McDonald's it is important that to make proper marketing plan for increase the
awareness about the business entity. The marketing plan has include all the things in which
the organisation can attract large number of customers. With the help of marketing plan the
organisation can identify those customers to whom they can provide quality of food and
services. Through this they will also identify that who are there competitors that they are
targetting their customers. As this organisation is famous so it does nor have to make an
proper marketing plan because already they are having large number customer base.
D2 Strategic marketing plan
The strategic marketing plan should include all seven p's of marketing elements in
which they ca attract the large number of customers. The price of the food should be set at
reasonable so that which can also use the middle class man. The manager has to open its
outlets at different places such as shopping malls, street road and many more. For promotion
they are already providing time-to-time new exciting offers to attract customers. The product
should be provide according to the needs of customers that what kind of food they want.
They have to also set the quantity of food.
CONCLUSION
After summing up the report it can be concluded that the role and responsibilities of
marketing department plays a vital role in the organisation. If managers have apply the
effective strategy in this competitive market then it will easy for the company to attain their
targets on time. The marketing department have also use the different elements of marketing
mix to promote the brand image of the company. McDonald's have strong position in finance
so it will easy for the company to use different techniques of promotional tools to attract
large number of customers. The cited company have also prepared a basic marketing plan
through this the organisation can analyse the strength an weaknesses of competitors. Hence,
the company can also targets their customers by providing the high quality of food and
services.

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