Unit 15 Hospitality Marketing: Roles, 7Ps Mix & McDonald's Plan

This report provides a comprehensive analysis of hospitality marketing essentials, focusing on McDonald's. It begins by explaining the roles and responsibilities of marketing functions, emphasizing their influence on other departments and their value within the organization. The report then delves into the marketing mix, particularly the 7Ps (Product, Price, Place, Promotion, People, Process, and Physical Evidence), and evaluates the different tactics employed by hospitality organizations like McDonald's, Burger King, and KFC. A significant portion of the report is dedicated to devising a marketing plan for McDonald's, outlining strategies for future success. The analysis includes critical insights into the interrelationships between different departments and the importance of effective communication channels for organizational growth and brand building. Desklib offers students access to this document along with a wealth of other study resources.

Unit 15 Hospitality Marketing
Essentials

TABLE OF CONTENT
INTRODUCTION...........................................................................................................................3
LO1..................................................................................................................................................3
Explaining roles and responsibilities of marketing functions......................................................3
Analysing how marketing influences with other functional departments...................................4
Identifying the value and importance of marketing role.............................................................5
Explaining how responsibilities of marketing relate to the wider organisational context...........5
Critical analysis of effective interrelationships between different departments..........................6
LO2..................................................................................................................................................6
Explaining the marketing Mix and the 7Ps..................................................................................6
Explaining different ways hospitality organisations use marketing mix.....................................6
Evaluate different tactics applied by hospitality organisations...................................................9
LO3..................................................................................................................................................9
Devising the marketing plan for the MC Donald’s.....................................................................9
CONCLUSION..............................................................................................................................13
REFERENCES..............................................................................................................................14

INTRODUCTION
Marketing process is a series that allows the organization to analyse the problem of
customer, identifying the opportunities for the market, creating marketing materials so that it can
reach to the target audience (Cohen and Perakis, 2020). Also, present report is based on MC
Donald’s that is very well known for its food and beverages and also very popular hospitality
sector in UK. Further, the report will analyse different roles and responsibilities of marketing
function in context of changing business environment. Also, the significance of marketing in MC
Donald’s for conducting various business operations will also be discussed. Moreover,
interrelationships of different marketing departments in achieving certain objectives of quoted
firm will also identified. Furthermore, significance of effective marketing mix and how it is used
quoted company to sustain in hospitality sector will also be analysed in detail. Lastly, marketing
strategy of MC Donald’s will be explained through designing proper marketing plan that will
help in gaining more future success.
LO1
Explaining roles and responsibilities of marketing functions.
Marketing plays a very important role in selling any kind of products or services in the
target market effectively through devising proper strategies and conducting market research for
the business. In the context of MC Donald’s below is list of roles and responsibilities of the
marketing department.
Defining the brand:
Marketing’s department of company stand along with top management in sharing vision and
purpose towards its targeted customers. It helps in defining the experience that the company
wishes to share with its customers while they are in interacting phase. Thus, through these efforts
better brand image of the quoted firm is developed among the customers to increase the sales of
the business (The role of marketing department, 2022). For instance: Ronald MC Donald is
appeal that is made to attract the young children to buy certain foods. Also, happy meals are the
marketing strategy of the company to attract young age group.
Conducting marketing initiatives:
Marketing is approach that helps in identifying various areas where better products and
services might be sold. Further, marketing department assist the MC Donald in spreading out the

word with proper communication and organising marketing campaigns so that more people are
aware of the company products and services.
Managing social media:
MC Donald marketing department is responsible to monitor as well as mange the social
media accounts for the company and stay active on the same. It includes being very careful
regarding the content to be posted on these accounts and also ensures that all customer queries
are responded in timely manner so that goodwill of the company is not negatively impacted.
Analysing roles and responsibilities of marketing in any marketing environment.
Market research: Marketing manager in any organisation is responsible for the
conducting the appropriate marketing research that identifies the situation of the market in
regards to the buying and selling. Also, this detailed research identifies the existing competitors
that are selling similar kind of company products in the market (Donndelinger and Ferguson,
2020). Furthermore, such analysis of marketing environment is essential for the company to
develop and design certain products in the market.
Monitoring the marketing environment: Another role that played by the marketing
manager is that it helps in monitoring the chaining business environment so that there is no
wastage of the resources and the company is able to maintain competitive advantage in the long
run. Furthermore, monitoring the environment allows the firm to update to the latest technology
and add certain attributes in the existing product.
Marketing plans and strategies: Marketing department of the company is focused on
developing those plans and strategies that would help the firm in achieving certain goals on
timely manner. Furthermore, strategic planning is done after the customer needs are closely
identified through the report presented by the marketing manager of the company to the top
management.
Analysing how marketing influences with other functional departments
Marketing and sales are the two functions within organisation that are very closely related.
Also, marketing department ensures sales of company through providing reports to the finance
department regarding total amount of funds needed in conducting certain marketing activities of
the company (Fulgoni, 2018). Moreover, with human resource department marketing manager
communicates the requirement of certain resources that would fulfil goals and objectives of the
organisation are able to accomplish marketing strategy of the company. Also, with operations

department the marketing manager interacts on daily basis to inform about particular sales of any
company product in the market so accordingly number of units might be manufactured. Thus,
marketing function is interrelated with each of these departments to make organisation as
success.
Identifying the value and importance of marketing role
Marketing has allowed the MC Donald’s to boost the sales and provide quality product and
services to the customers (Hamadamin and Singh, 2019). Also, with the help of marketing the
company is able to make people aware about various products and services that are newly
launched within MC Donald’s so that more revenues is generated over the years. Furthermore, it
has helped quoted firm in improving the decision making and set better business gaols for
developing better future expansion policy.
Explaining how responsibilities of marketing relate to the wider organisational context.
Thus from the above chart it can be said that marketing is related to all the functions that
includes transporting the raw materials from making the products according to the set standards
and quality. Also, it includes assisting top management in initiating buying and selling process to
achieve certain targets of the firm. Apart from that other function includes taking part in

financing, risk taking and gathering the required market information for manufacturing of certain
goods and services.
Critical analysis of effective interrelationships between different departments
From the above points it can be said that marketing department in MC Donald’s is very
crucial as it had allowed the firm to expand in newer regions and look for better growth
opportunities (Hussain, 2019.). Also, through proper communication channels within the
organisations various departments have work together in coordination to make organisation a
huge success around the world. Moreover, marketing had made the firm most trusted brand and
had built the goodwill over the years.
LO2
Explaining the marketing Mix and the 7Ps
Marketing mix refers to marketing activities that are made to satisfy customer needs and
allows positioning the goods in the market for earning more revenues in the long run. Also, it
consists of various elements such as product, price, place, promotion, people, packaging and
process that are used by the firm so that employee’s productivity is maintained and best customer
experience might be provided by the frim in the long run. Also, marketing mix of every company
differ from each other based on the objectives the firm wish to achieve in the future.
Explaining different ways hospitality organisations use marketing mix
Marketing
mix
MC Donald’s Burger king KFC
Product The company is focused
in selling variety of
products such as burgers,
fries, breakfast, snacks,
etc. (Kunda and
Malnar, , 2018). Also, it
is based on notion of
think global and act
It sells product under
various categories such as
sweets, salads, burgers,
chicken and fish etc.
Moreover, it has product
categories ranging from
value meals and kids
meals.
It is international known for
selling world class chicken
fries and sandwiches. Also,
it keeps on introducing new
products in the menu
through its product strategy.

local.
Price It uses bundle pricing
strategy that offers
bundling products and
meals in the market.
Further, they use
promotional pricing
strategies during festive
seasons.
It follows market oriented
pricing and bundle
pricing strategy so that
customers can pay
according to the
prevailing market
conditions. Hence, it
maintains the uniformity
in prices according to the
demand and supply
conditions.
It follows discriminating
pricing policy so that large
markets might be captured
in different regions.
Moreover, the products are
made available in individual
as well in combos. (Maro’ah
and et.al 2018).
Place The firm had more than
35000 stores worldwide
and have stores such as
MC drive, MC café, MC
express. Also, they sell
food products via online
media platform and has
strong supplier network
that enable for faster
delivery.
It sells its goods through
online platform on
website, mobile apps and
in restaurants so that
more people are able to
consume the goods in
various parts of world
(Siripipatthanakul and
Chana, 2021.).
It has more than 20000
outlets across the world and
aimed at selling the goods
through online medium
through various apps.
Promotion They always follow
attractive promotional
strategies so that they
can boost sales. Also,
they use variety of
personal selling, sales
promotions and
marketing campaigns
Various discounts, offers,
rewards schemes etc. are
been launched by the
company from time.
Also, the company does
advertising, sales
promotion and personal
selling from time to item.
It is active on various social
media platforms and offers
variety of products, offers,
discounts and promotions to
make the goods easily reach
to wide number of people in
limited time period

such as “I am loving it”
so that customers are
aware of existence of
brand in the market.
People It always focused on its
employees so that best
output can be delivered.
Highly skilled
employees with proper
dress code ensure that
better productivity is
delivered in timely
manner and customer
satisfaction is maintained
(Barna and Semak,
2020).
The firm also aims at
employing those people
who are professionally
skilled so that they are
able to sell variety of the
goods in markets. Also, it
focus on teamwork and
thus have partnered with
Beastly to support more
of staff training with
videos and contents..
It is observed that firm is
focus on delivering highest
quality meals at affordable
prices and works on the
culture of building
motivation, commitment
and teamwork within its
outlets.
Process More focus is on
improving cooking
methods and process so
that excellent delivery is
done. Further, market
research process ensures
that firm is aware of
changing behaviour and
demands among the
consumers.
It ensures that product
making process is smooth
and fast and are focus on
ensuring the best process
within its functioning so
that large Whopper
sandwich might be
delivered faster.
It focuses on connecting
with the customers on
personal level and thus
closely identifies the needs
of the market and
accordingly prepares variety
of meals.

Physical
evidence
They are focused on
improving the service,
quality, hygiene etc.
factors within the outlets
so that better product
offerings can be made.
Also, clear labelled
instructions are made in
outlets so that customers
have better
understanding of various
new offers and dishes in
the outlets.
They not only focus on
interior designs, drink
cups and logo but are also
active in launching new
concept restaurants in the
market. For instance:
20/20 Garden Grill in UK
was made to replicate the
outdoor BBQ atmosphere
(Yongbin and Lingli,
2018).
They procure raw materials
form the highest quality
local suppliers so that
customers are attracted
towards the brand and
premium quality products
might be sold in the market.
Also, the organisation runs
the KFC foundation through
which students and
employees of KFC are
provided assistance in
various hardships situations.
Evaluate different tactics applied by hospitality organisations
Thus from the above marketing mix of all the three organisations it can be said that they
all have been introducing various techniques through which large market share might be
captured. Also, the firms have been implementing the policies according to their respective short
and long term goals and objectives. However, such planning might be changed according to the
changing business environment and entrance of new competitors in the market so that firms are
able to sustain and stand part from rest others (Zintsova, Vorontsova and Zintsov, 2019).
Moreover, to compete in the current market the firm implements various promotional strategies
as effective tool so that more customers are attracted towards the firm services.
LO3
Devising the marketing plan for the MC Donald’s
Marketing strategy is the basis on which MC Donald’s is able to conquer into newer
regions and increase the current base against some of the competitors. Below is the detailed
marketing plan for the MC Donald:
Overview: The Company would launch ginger lemon tea as new product line the MC Donald’s
UK outlets as part of the new marketing strategy. Also, the lemon tea would be available in
various sizes and would be little sweeter in taste and flavours.

Marketing objectives: All the marketing objectives would be developed through SMART
objectives that are as follows:
 To increase the market share of firm by 20% at the end of 2022.
 To develop the customer satisfaction through the new product line.
 To increase the revenues for the business by 30% by the end of this quarter
Situational analysis
SWOT analysis
Strength Weakness
 The brand image of the company is
good as compare to other competitors
 Best customer services would increase
the sales of business (George, 2021).
 Weak supply chain in the UK might
decrease the sales of ginger lemon tea.
 Intense competition from other tea
selling outlets in UK.
Opportunities Threats
 International expansion of the business
 Enhancing Market growth through
lemon tea lovers.
 Rise in inflation might increase the
price of ginger lemon tea
 Availability of substitutes such as iced
tea and milkshake might not attract
large customers.
PESTLE analysis
Political factor- Constant changes in health regulation policies and increasing
international trade agreements might create both positive and negative impact on the new
product of the MC Donald’s. Also, earlier MC Donald have been subject to the criticism for its
foods products but the current ginger lemon tea in its menu would be beneficial for firm to
build the brand image again.
Economic factor- Inflation rate is increasing day by day so the economy affected in
restaurant in terms of increase in prices of ingredients that is why customer will not choose to go
at that place where the rate of menu is higher (Hu and Yang, 2021). Also, if the economic growth
of UK is weak at any point of time than this product would not be proved to be success
Social factor- In the current era people are more aware about their health and safety and
are more conscious in not taking any junk food. Also, people prefer more of healthy drinks so

that better lifestyle might be promoted .Thus, this factor would be positive for the firm as ginger
lemon tea helps in reducing the stress and regulated the weight of people. Further, it is also good
for the skin that would enable the firm to attract more number of customers to purchase at the
outlets.
Technological factor- It is the most common and dynamic factor that affect almost all
the industries because it is not possible for every firm to adopt technologies which has high cost
and not easy to operate (McDonald’s PESTEL/PESTLE Analysis & Recommendations, 2022).
For instance: Advanced software is easy to use it helps a lot in accounting purpose. However, the
MC Donald have been constantly upgrading to latest technologies through market research so
that better customer services might be provided.
Legal factors- This factor is related to proper management of the laws and regulation at
the outlets which might impact the business both in positive and negative manner. Also, it can be
said that MC Donald’s have to strictly follow all health and safety and minimum wages laws to
ensure that there is no UK government intervention in the future that might not allow the proper
selling of lemon tea.
Environmental factors- Organization need to ensure that all the policies that are
developed to achieve some targets does not harm the environment in any manner otherwise the
goodwill of the company is not maintained. Also, to create positive impact sustainable strategies
such as selling the ginger lemon tea in recycle cups must be incorporated.
Marketing- mix
There are key factors which are used to identify all the internal factors of the organization
such as follows:
Product- Ginger Lemon tea at the MC Donald outlet’s would be freshly made and
packed in various sizes according to the demand of the customer and the quality of products
would be kept higher without making any compromises.
Price- Organization would use price skimming policy in order to provide quality of
foods. It is the best strategy for MC Donald’s in accordance with the brand value (Lin, Chi and
Gursoy, 2020)
Promotion- Firm would promote lemon tea and services at online site and offline
channels through marketing campaigns so that it can help for more engagement with customer.