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UNIT 2 Marketing Essentials : McDonald Report

   

Added on  2020-06-04

20 Pages6099 Words58 Views
UNIT 2 MarketingEssentials

Table of ContentsINTRODUCTION...........................................................................................................................1TASK 1 ...........................................................................................................................................1P1 Roles and responsibilities of marketing function...................................................................1M1...............................................................................................................................................4P2 Functional areas in organisation and relation to marketing functions...................................5M2...............................................................................................................................................7D1................................................................................................................................................7Task 2...............................................................................................................................................8P3 Marketing Mix and pricing strategies of McDonald's. ( M3 and D2.)..................................8Task 3.............................................................................................................................................12P4 Marketing plan for McDonald's...........................................................................................12M4.............................................................................................................................................14CONCLUSION..............................................................................................................................14REFERENCES..............................................................................................................................15

Illustration IndexIllustration 1: Seven Marketing Function........................................................................................2Illustration 2: Functional areas in business......................................................................................6Illustration 3: 7Ps of Marketing mix................................................................................................9

INTRODUCTIONMarketing essentials enables organisation to lead the business to achieve objective. It isconsidered as an important element for advertising and promoting of service and products. Forthis, various research and audits are conducted by company (Babin, and Zikmund, 2015). Thisreport is based on the marketing function and functional area of firm. McDonald's is one of thelargest food chain industry of UK. It was established in 1917 at UK, by Ray Kroc and hisbrother. The first franchisee was established in 1954 and the 100th was in 1959 at Chicago. Theinitial menu of restaurant was burger, fries and beverages. They were focused on the quality ofproduct, therefore, only limited items were provided initially. The organisation is having 375000employees, working with McDonald's across the world (Berkowitz, 2016). . Organisation is having franchisees in 120 countries and delivery services and 36,899users . McDonald's is having 31230 franchisees across the world in 21559 places. Variousmarketing strategies are followed by firm to attract more clients like traditional and advance(Malhotra, Birks and Wills, 2013). Company follows hierarchy organisational structure, in orderto manage different layers. To identify each culture of firm Charles Handy method can beconsidered:Power: Centralised culture is adopted by McDonald's, to reserve all powers and rights ofcompany.Task: Through this organisation divides employees into small groups to improve their efficiency.Person: In this step firm tries to provide positive work culture in order to in crease efficiency ofstaff.Role: McDonald's involve it in order to make command and instructions clear among differentdepartments. TASK 1 P1 Roles and responsibilities of marketing function.Roles of marketing function is divided into seven segments that are following:1

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