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Unit 2 Marketing Essential : Assignment

   

Added on  2020-01-23

19 Pages6481 Words103 Views
Unit 2 Marketing EssentialStudent name: Iuliana Dolcescu Marica1A39453

Introduction: Business is the major contributor to country’s economy and most of the businessorganisations have expanded their business across the world. In this present world, marketing isthe heart of a commercial firm as success of business depends on stakeholders and the mainobjective of marketing is to attract stockholders from the market. Different aspects of a businessdepend on effective marketing. The umbrella of marketing covers several aspects such as publicrelation, advertising, sales, and promotional activities. Marketing allows an organisation tointroduce or promote the product or service into target market. Without proper marketingcustomers, will not be able to identify a brand even it has better potential to fulfil the customerneed. Marketing is also essential to increase company reputation, marketing constructs brandname and develop the brand image by making customer expectation towards the firm. Healthycompetition into the market also takes place through effective marketing policy. Since, customerexpectations influence to innovate new product as per market demand and firms of an industryinnovates products for accruing the market fast. That increases the market competition that isimportant for business growth and marketing does this for the marketer. To discuss marketingessential, case study of McDonald’s the renowned food chain organisation of the world hasadopted in this report. Task 1Key role and responsibilities of marketing function of McDonald’s 500P1 – Explanation of the key roles and responsibilities of the marketingfunction of the organisation The marketing play an important role and responsibilities for the organisation because itprovide the effective and appropriate information to the customer of the McDonald'sorganisation. McDonald’s operates almost all over the word under a very competitive situation.The media is cluttered and there are other international competitors like KFC, various nationaland local competitors in each host country apart from the home country USA. On the other hand,McDonald’s is one of the best-known brands in the world, with a very strong brand recollectionand brand recognition (Brady, 2010). The marketing functions role is to continuously build thebrand by listening to and communicating with the customers. Branding only occurs when2A39453

McDonald’s behaves and presents itself in a consistent way. The marketing communicationsmethods including the advertising material, its insertion in media, publicity, event managementare all handled by the marketing function. The market function is useful for any kind oforganisation because it provide the information of the new and innovative product and service tothe company and also satisfy the wants and desires of the customers. So, the market play animportant role in the place of the company. The marketing function also creates loyal customers. This involves identifying the customerneeds And the demands, tastes and perceptions and meeting these needs in some better waythan the immediate competitors who may be international, national, or local. By analysingdetailed information about customers from market research, the marketing wing can create theproduct and the right marketing mix (Boone & Kurtz, 2014). There are some responsibilities of the marketing function in the place of the organisation.They are given below: Strategy: The effective market is helpful for developing a strategy in theorganisation. The effective and appropriate strategy always helpful for increasingthe sale of the organisation. It is also useful for making the effective decision.Product development: The market function is responsible for the productdevelopment of the McDonald's because it provide the effective price andinformation related to the products. Sales support: Market function also responsible for the sales support in theorganisation. It provide the effective quality product for their customers andsatisfy them for the product and services ans increase the sale of the company. Communication: An effective market provide the effective communication to theMcDonald's organisation. The effective communication is the success of anyorganisation and organisation. Events: The market is responsible for any kind of events for selling the productand service of the company. The events may be, exhibitions, seminar and3A39453

hospitality events etc. These all are the helpful for awareness of the customersabout the product and services of the company. M1 Analysing the roles and responsibilities of marketing in the context ofmarketing environment of the organisation The marketing function of the company communicates about the product and service to awider audience. The function identifies the local culture of the host country or location andidentifies the overall company objectives and the marketing objectives. In this way, thecompany can identify the local taste and thereby the communication of the global brand in thelocal environment and culture is delivered (Rohn, et al., 2014). The target markets in differentcountries can identify the company to be fulfilling their own tastes while at the same time themarketing objective of the organisation are served. The role of the marketing is important in thecontext of marketing environment of the organisation. The marketing environment play a vitalrole in the organisation because the effective environment provide the effective role andresponsibilities to the market in the organisation. It provide the target market to the purpose ofthe organisation. The market function is helpful for the defining the taste and preference andneeds and wants for the product and services. The McDonald's organisation is helpful forproviding the quality food to their customers. The effective market provides the informationrelated to the food of the McDonald's organisation. The marketing function identifies the social customs and tastes of the different locations.For instance, it is the marketing function’s offshoot of the company in India that identifies thatthere is a local taboo about consuming beef. Thus, the marketing communications are doneaccordingly by highlighting on chicken, mutton etc. and by barring beef from the outlets’ menu.The production department is showed the way by the marketing function (Khan & Khan, 2011).By means of interactions with the consumers and by market research, the marketing function canidentify the technological factors regarding the organisation McDonald’s. It comes in ways likeinformation about whether the customers in a country are more proficient to book McDonald’sfood from the nearest outlet by internet ordering. In that case the company’s selling is facilitatedalso by the dedicated company websites with SEO activities, meant for the subject location in acountry. 4A39453

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