UNIT 2. Marketing Essentials Assignment : McDonalds
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Added on 2020-01-23
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Our study is based on McDonald's. It is an American Fast Food Company. This study will discuss the concept of marketing, including current and future trends. It will explain the different marketing processes. It will evaluate the role and responsibility of marketing managers. This report will analyze marketing influences and interrelates with other functional departments. It will discuss the value and importance of the marketing role. It will explain the marketing mix of McDonald's and the marketing planning of McDonald's to achieve business objectives
UNIT 2. Marketing Essentials Assignment : McDonalds
Added on 2020-01-23
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Unit 2. Marketing EssentialsA Case Study on McDonalds1
Table of ContentsIntroduction .....................................................................................................................................................................Task 1...............................................................................................................................................................................LO1 – Understanding the roles of marketing and its interrelation with other functional units ofan organisation ............................................................................................................................................................P1 – Explanation of the major roles of the marketing function ..............................................................................P2: Explanation of how roles and responsibilities of marketing relate to the widerorganisational context for the chosen organisation or the scenario ...........................................................................Task 2...............................................................................................................................................................................LO2: Comparison of the ways in which organisations use elements of the marketing mix (7Ps)in order to achieve the overall business objectives......................................................................................................Task 3.............................................................................................................................................................................LO3: Developing and evaluating a basic marketing plan..........................................................................................P4: Produce and evaluate a basic marketing plan for the chosen organisation.....................................................Conclusion.....................................................................................................................................................................References......................................................................................................................................................................2
Introduction Marketing is the function of a country ton which much depends on about the brandawareness of the product and services and also the attaining of revenues to acquire theprofitability. This again has a direct linkage with the aspirations of the shareholders – one of themain stakeholders of the company (Steckstor, 2011). In this context and in order to explore theother roles of marketing as a function, the present study has considered the internationallyreputed fast food restaurant chain McDonald’s as the subject company.At the very outset, the roles and responsibilities of marketing are assessed. This isfollowed by ascertaining the integration and interrelation of the marketing function with theother functions of the organisation. This is succeeded by a discussion on the marketing plan ofthe company which is again followed by devising a suitable marketing plan of the subjectorganisation. Task 1LO1 – Understanding the roles of marketing and its interrelation withother functional units of an organisation P1 – Explanation of the major roles of the marketing function There are different aspects of the marketing function. The marketing itself as a functionhas positive intended relation to the organisation in the sense that one of the objectives ofmarketing is to increase the revenues and the profitability of the organisation. The elements of marketing are such constructs that they are capable of attracting a largenumber of customers for the company. Marketing also goes on to augment the awareness of theconsumers to the name of the brand. One of the major role and responsibility of the marketingfunction of the internationally reputed McDonald’s is to arrange for delivering quality service(Boone & Kurtz, 2014). Having done that McDonald’s marketing function is supposed tomonitor the process of fulfilling the responsibility of fulfilling the target of sales for each yearand if possible to perform even beyond that. In order to accomplish obtaining the marketingobjectives, the marketing wing of McDonald’s develops communication and also a collaborationwith the consumers. This is to establish a good relationship. 3
There is tremendous pressure on the marketing wing of the company as both in the hometurf of the country of origin as well as in the overseas locations; the company has to facetremendous competition from other reputed international and local fast food restaurant andmajors. Thus different modes of the above communication in the form of advertisement, eventmanagement and public relation messages and sales promotion are designed and broadcast byproper selection of media by the marketing wing (Kroc, 2016). The objective here is to increasethe brand recall, brand recognition and the brand image. There should be an idea about the rolesand responsibilities of the marketing functions With regards to the social culture of the country of operation (which is part of themarketing environment) the company always serves meals and menu based on that country orplace’s social culture and thinking of the political interference. For instance, beef is never servedin Indian menu (Rappa, 2011). The company builds up a good relation with the local people. Added to this there isexcellent market research. The company can assess the technological factor like the ability ofpeople to order food from local vendors by the internet. In response to that, the company buildsattractive interactive websites and franchise’s or own restaurant at strategically important placesof the town or city. McDonald’s intended to introduce new products and services which are tailor made tothe need of the customer. Even when there has been a furore by social activists regarding the oilysubstances in food, McDonald’s introduced dishes which consisted of vegetable and much lessoil. Thus the company focused on the marketing mix strategy. This also comprised of anidentification of the proper place to sell and hand over the product to the consumers. Along withthis, it also comprised of the company developing a suitable promotional strategy for theproduct. Hence with this marketing mix strategy the company intends to come closer to thecustomers and create more consumers out of the potential ones. The balance between demand and sales is maintained. The manager in the marketingwing if the company is responsible for this. The manager takes the responsibility of specifyingthe job roles of all in the marketing team. The job responsibility is divided based on the differentroles that different individuals in the can take. The performance of the team is checked foraccomplishing to obtain the target. 4
M1 Marketing is important for every organisation. it play a very important role for theorganisation function. marketing help the company to grow and earn higher profits. Mc Donalduse the marketing function to deliver the quality of products. And they advertise product byadvertising and public relation. To get the advantage of the core competence the brings newproducts every time.P2: Explanation of how roles and responsibilities of marketing relate tothe wider organisational context for the chosen organisation or thescenario The basic objectives of marketing are that the brand recollection and recognition shouldbe strong, and also the sales of the products will be increased. This is achieved with the properimplementation of marketing strategy in a justified way. The marketing head and the managershave to focus on the proper execution of the plan. The marketing wing thus undertakes variouspromotional activities and event management and sales promotion activities for retaining thededicated customers and also for acquiring new consumers. In McDonald’s the principle in marketing in the context of the international scenario is toact locally but think globally (McDonald's UK, 2016). It is similar to that of Pepsi. The thing isthat the company always tries to suit the meals and menu to the local culture. It also alwaysthinks of the marketing objectives and the company goals and objectives. The company uses thelocal language to spread information about the brand. The marketing Vice President of the regional heads need to work in tandem with theother functions and departments more with persuasion than with authority. The otherdepartments like Finance sometimes resist the customer-centric ways of spending for promotionand for research and development of food suited for local taste (Brady, 2010). Conflict ofinterest is inevitable. The persuasion from the marketing head with sufficient logic is requiredthere. The purchasing department often thinks that with experiment for food for local tastecertain ingredients have to be sourced in smaller quantities than by lesser ingredients ateconomically beneficial larger or bulk quantities. Thus this has a base for conflict. Financial5
people suspect at the marketing forecasts are self –serving. They feel that the marketing wing ofthe company is often too quick to slash prices to stay afloat in the market during the localeconomy’s time of recession. The shareholders depend a lot on the success of marketing to return sumptuous revenueand expect higher dividends from profits. The marketing people expect that the finance peoplewill be prudent enough to pay the taxes, depreciation and interest in time and wisely to make theprofit from the revenues the largest. In reality in McDonald’s the rule is that each departmentshould comprehend the operating logic of the other ones and should work in tandem with allrelevant departments to pursue the organisational goals. Marketing endeavours should include the financial information about both the new andexisting products like the salads and the veg products with low oil etc . that McDoanld’s hasbrought about for the health conscious people. In this way marketing will support the finance fortaking investment decisions. Marketing strategies can also stimulate a certain kind of response from the markets forinfluencing the demand of services or products in a certain way and in this way the operationalefficiencies can be matched. M2 the basic role of the marketing is to brand recognition and brand recall. It also help to increase the sale of the product. The marketing function is interlinked with the other organisationdepartment such as finance, human resources, operations. If this function of the organisation run smoothly the marketing activities can executed in proper manner. In context to the MC Donald the marketing team take the decision to bring the new products in the market and finance team set the budget and other decision to launch the product in market. D1 In above question I discus about the important role of the organisation how marketing help the customers to understand the consumer needs and demands. The marketing team do the research and find what customers exceptions from the company . MC Donald have the research and development department which help them to launch the new product and also advertise it 6
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