Unit 2 Marketing Essentials of McDonald’s : Assignment

Unit 2. Marketing Essentials
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Table of Contents
INTRODUCTION...........................................................................................................................3
TASK 1........................................................................................................................................3
LO1 Explain the role of marketing and how it interrelates with other functional units of an
organization..................................................................................................................................3
P1 Explain the key roles and responsibilities of marketing function...........................................3
P2 Explain how roles and responsibilities of marketing relate to the other organizational
context of McDonald’s.................................................................................................................6
TASK 2............................................................................................................................................8
LO2 Compare ways in which organisations use elements of the marketing mix (7Ps) to
achieve overall business objectives..............................................................................................8
P3 Compare the ways in which the chosen organisation applies the marketing mi to the
marketing planning process to achieve business objectives.........................................................8
TASK 3..........................................................................................................................................12
LO3 Develop and Evaluate a basic marketing plan...................................................................12
P4 Produce and evaluate a basic marketing plan for the chosen organisation...........................12
CONCLUSION..............................................................................................................................15
REFERENCES..............................................................................................................................16
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INTRODUCTION
This study mainly focuses on the marketing essentials of McDonald’s. As a newly
appointed marketing manager of McDonald’s, the study will highlight a detailed marketing
analysis of McDonald’s. Primarily it will explain the roles of marketing and way it interrelates
with the other functional units of McDonald’s (McDonald's, 2016). The various roles and the
responsibilities of the marketing functions of McDonald’s will be observed and the relation of
these roles with the wider context of the organization will be analyzed.
Next it proceeds towards comparing the ways in which McDonald’s uses its various
elements of marketing mix to achieve the objectives and the goals of the business. It further
highlights the way McDonald’s makes effective use of the marketing mix to the various process
of marketing plan. Lastly, a detailed marketing plan has been developed for the development and
the evaluation of the entire marketing aspects of McDonald’s. the marketing plan will consist of
the various objectives of the company, the internal and the external factors, the segmentation,
targeting and positioning in order to identify the position of McDonald’s in terms of the products
its offers to its consumers (Luther, 2011).
TASK 1
LO1 Explain the role of marketing and how it interrelates with other functional units of an
organization
P1 Explain the key roles and responsibilities of marketing function
Marketing is associated with the exchanging of goods and the services. The goods are
brought at the place of consumption with the help of the marketing medium which helps to
satisfy the needs of the customers. The following are some of the roles and responsibilities of the
marketing functions of McDonald’s: Gathering and analysing the information of the market- the collection of the
information of market is extremely crucial for McDonald’s. It helps it to understand the
consumers thoroughly both internally as well as externally. When it comes to the
external aspect it considers the potential of the market, its does a close research of the
market and the tries to understand its various competitors. The internal aspect considers
the competencies of itself, the culture of the company and the passion or the leadership
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side of it (Theodosios, 2015). It helps to understand the various demands of the
consumers and the quantity which will satisfy them. Marketing planning- the marketer of McDonald’s chalks out a marketing plan to
achieve the objectives of the organization. For example, McDonald’s has 25% of market
share in terms of the Maharaja Chicken Burger. It further wants to raise the share to
40%. To fulfil this objective, the marketer is required to make a plan with respect to the
efforts of the promotion and production. The marketer itself will allocate separate
departments for specific section (Burrow, 2012). With the help of the marketing plan, the
various strengths, weaknesses, opportunities and the threats of McDonald’s will come to
light. Apart from the internal factors, the external factors will also be highlighted which
will make the company aware of the various pitfalls of it. With the help of the
segmentation and targeting, the specific groups and section of people will be targeted
whom the marketer thinks will purchase the product. As McDonald’s offers food so the
targeting of the appropriate people is extreme necessary. Designing and development of product- the designing of the product plays an important
role in the selling of the products. The company which offers better product will attract
more consumers as against the companies whose products are weak and unattractive.
The food products of McDonald’s are extremely appealing to the eyes which makes
customers crave them. In terms of its product line, the competitors are far behind
McDonald’s. It can be stated that the possession of special product provides McDonald’s
with competitive advantage (McDaniel, et al., 2011). It is also important to understand
that only a design or the special ingredients of the products of McDonald’s is enough, it
is required to develop from time to time. Grading and standardization- The term standardization refers to the determining of the
standard size, the quality, design and the ingredients that are used to make a product. By
the virtue of this, the products acquire some peculiarities (Kai, 2015). In terms of the
products of McDonald’s, the customers want the best quality food. Grading is mainly
used in terms of food products to make the sale purchase easy and convenient. The
products which has acquired ‘A’ grade will be more in demand than the ones which has
been graded as ‘B’ or ‘C’.
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