Marketing Activities Report

This report delves into the marketing activities of McDonald's, outlining the strategic planning, implementation, and evaluation of various marketing strategies. It covers essential concepts such as market segmentation, positioning strategies, and the importance of marketing performance measurement. The report emphasizes the significance of a well-structured marketing plan and the role of effective decision-making in achieving organizational goals.

Undertake Marketing
Activities

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
1.1................................................................................................................................................1
1.2................................................................................................................................................2
1.3................................................................................................................................................3
1.4................................................................................................................................................4
1.5................................................................................................................................................5
1.6................................................................................................................................................6
1.7................................................................................................................................................6
TASK 2............................................................................................................................................6
2.1................................................................................................................................................6
2.2................................................................................................................................................8
2.3................................................................................................................................................9
TASK 3..........................................................................................................................................10
3.1..............................................................................................................................................10
3.2..............................................................................................................................................11
3.3..............................................................................................................................................11
3.4..............................................................................................................................................12
TASK 4..........................................................................................................................................13
4.1..............................................................................................................................................13
4.2..............................................................................................................................................15
4.3..............................................................................................................................................15
CONCLUSION..............................................................................................................................16
REFERENCES..............................................................................................................................17

INTRODUCTION
The world has been full of business activities which has to be governed by various
companies. It is important for all the organisation who have been working in business world to
carry out their marketing activities (Murugan, 2012) in a strategic form that is while governing
any marketing activities it is very important that these activities should be executed in a planned
form. Such planning has been done in order to ensure proper functioning of management and to
create a effectiveness on the marketing by executing such plans. The following project has aim to
create and describe skills and knowledge required for plan. the project shall also describe the
implementation of basic marketing and promotional activities. In this project a pure description
of a very well known company Mc Donald has been given. Its a very well known company and
the project shall try to highlight the the basic strategies which has been used by it in the matter
related to marketing. MC Donald's products are very famous all over the world and it is because
of its planning and knowledge about a particular activity (Shehabi and Memeti, 2016).
The project shall try to highlight all the necessary points of marketing activities undertaken by a
business organisation.
TASK 1
1.1
Concept of Marketing: Marketing concepts are approaches that what kind of marketing tools
which used for achieving for the organizational goals and objectives in a efficient and effective
manner.
There are following marketing concepts which is used by the company:
Production concept: In this concept is more concerned regarding the product manufacturing
issues. The objective of this concept is that maximum production in efficient and effective
manner.
Product concept: In the product concept the McDonald's is more concerned over the product
quality which is provided to the customer in a effective time manner.
Selling concept: In this concept McDonald's is more focused on it. For selling their product the
company basically more focused on that to meet the needs of the customer (Ferrell And Hartline,
2010).
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Marketing concept: In this concepts company is making and implement the marketing strategics.
McDonald's is more focused on the strategies like product, price, place, promotion and people.
Marketing Process: There is a marketing concept which is by a company:
Marketing Process-
Situation Analyses
Marketing Strategy
Marketing Mix Decisions
Implementation and Control
Situation Analyses: this is the first step that can be used by the company. In this analyses
McDonald's can identifying the unfulfilled needs of the customer and the try to meet these
customers with there capabilities. For this the can be used PEST analyses and SWOT analyses.
Marketing Strategy: This is the second step in the marketing process. Once the company
identifying the needs and the opportunities and the make their strategies accordingly. The
marketing strategies which can be used are Segmentation, Positioning and the target market of
the customers.
Marketing Mix Decisions: in this step McDonald's can used their tactical decision for acheing
their goals. These tactical decisions are the 4Ps of the marketing like Product, Price, Place,
Promotion and People.
Implementation and Control: This step is played a vital role in the success of the product.
Because in this this step the strategies of the company must be implemented effectively and
efficiently. At this stage the company must be control all the activities for achieving the goals
and objective of the company (Mohr, Sengupta And Slater, 2009).
The Seven P's: 7P's of marketing also known as the marketing mix. Marketing mix of the
company are the strategies which is used be the company are as follows:
1.2
Marketing Plan: A marketing plan is blue print of a business for the organization that how a
company is make strategies and implement these strategies in an effective and efficient manner.
Situation Analyses: This is the first step of marketing plan. In this stage the company analyses
the situation of their organization. The situation analyses can be done by SWOT analyses and the
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PEST analyses. With the help of this stage a company can knows their capabilities and the
opportunities in the market which is too essential for the company.
Marketing Objectives: Once the situation analyses is complete the company will set marketing
goals and objectives. McDonald's can set their target and objectives which is realistic.
Marketing Strategies: Marketing strategies are played a vital role for make organization success.
McDonald's can using the marketing strategies like marketing mix- Product- which is food items
serving by McDonald's. Place- where the company make these product and what area the area of
distribution. Price- the price of the product is played an important role in the marketing
strategies. McDonald's can make price lower compare to their customer. It can give the
competitive advantage to the company. Promotion- Promotion involves those activities how a
company use promotion tools and strategies effectively and efficiently (Naskrent, 2007).
Action Plan: Once the marketing strategies selected by the McDonald's than the company can
make an effective implement plan for this. So that the company can take maximum advantage
over their competitors.
Budget: Budget is essential part of the marketing plan. McDonald's can make budget according
to their marketing and promotional strategies.
Analysing a marketing plan: Analysing a marketing plan is too important for the company.
McDonald's can make sure analyses their marketing plan time to time so than if any corrective
action is required can taken place immediately. At the time of analysing a marketing plane the
Return on investment should be considered by the company. How much McDonald's can spend
and how much revenue they will generate from it.
Relevant policies and procedures: Once the goals and objective of the company is decided than
the company make sure that these goal and objective achieved an effective and efficient manner.
Goals and Objective policy: According to the McDonald's goals and objective company make
sure that the food which provided to the customers must be high quality standards, quick service
and value for money to the customer (Vossel And Pinckaers, 2011).
Marketing strategy policy: McDonald's can implement all the strategies in a effective and
efficient manner.
1.3
A plan has been only made when certain activities has been carried out in the same
manner, a business world has been established in order to carry out all the business activities.
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Analyses of client information: Client information is an essential for any organization. With the
help of these information a company can get the buying behaviour, New trends, patterns of the
society etc. so that it will help in the design of the products. So that a company can satisfy the
needs of the customers.
Marketing activities: Marketing activities are the activities which can support the marketing
strategies and help to achieve the company gaols and objectives. These activities involved all
promotional activities like promotion through trade shows events, basic advertising, sponsorship,
collection information from customers etc (Yueh, Lee and Lin, 2009).
Trade shows: Trade shows are the part of the marketing activities which can be used for
promoting the company brand and products. Trade shows can be participating an events, trade
exhibitions, sports events, cultural events etc.
1.4
Previous market activities has been investigate by a business organisation in order to
identify the success and failure of the company. Such identification shall help a business
organisation in making plans for future improvements as well as to implement certain policies in
the marketing activity of a business organisation. Previous marketing activity may include:
 who was target audience?
 What was ROI?
 Did it Work?
 What elements are least effective?
 What could have been done differently?
Hence by applying such marketing activity a business organisation can maintain its corporate
image.
1.5
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Market segmentation: Market segmentation is an essential part of marketing strategies. In the
market segmentation McDonald's can divide the market in to small segment and making all
strategies accordingly so that company can achieve their target effectively.
Demographic segmentation: In this segmentation the company split the market in terms of age,
occupation, gender, education, culture, religion, nationality, social status, family size etc. for
example McDonald's can make segmentation on family size like single income family and
double income family (Oyewole, 2006).
Behavioural segmentation: According to this segmentation McDonald's can focus on the
behaviour of the customers regarding their products and services. In this segmentation the
company divide the market in to the potential customers, regular customers, and the first users.
Psycho-graphic segmentation: When the company divide the market in the terms of customer
traits, attitudes, personality, opinions, values and interest. McDonald's can consider all these
characteristics when the design and make the products and services to their customers.
Geographic segmentation: In this segmentation McDonald's can divide the market into the
geographic area like region, country, climate, culture, population density etc. For example in
India McDonald's can divide the Indian market into south India and north India and make
strategies accordingly.
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Illustration 1: Market Segmentation
Source:Market Segmentation, 2016()

1.6
Positioning Strategies: Positioning means how a company try to set his brand and their products
which differentiate the brand and the products from its competitors in the eyes (Molefe, 2012)of
potential customers. There are various strategies like brand positioning, brand positioning etc.
Types of positioning: There are various types of positioning strategies are as follows:
Brand positioning strategies: Brand positioning means how McDonald's can differentiate their
brand as compare to their competitors. So that the customers are identify the company's brand.
Product positioning strategies: product played a vital role in the positioning strategies.
McDonald's can make sure the product should be qualitative and different from their
competitors.
Competitive pricing: Competitive pricing is another important strategies where McDonald's can
make lower price of their product from their competitors so that the company can get strategic
advantage.
Unique selling propositions: A unique selling propositions (USP) is a approach where
McDonald's can differentiate their products and services from their competitors in terms of
pricing and quality of the product to its customers (Powers and Sterling, 2008).
The seven P's of marketing:
1.7
when a activity has been carried out in a market it is a bi obvious nature that such activity will
surely brings some of the outcomes in the market in the same way when these activities are
related to market it will bring some unexpected outcomes in the market for an example MC
Donald is a food chain company which carry several kinds of market activity in order to increase
in the service of their company. Such activity shall contribute towards many outcomes for
McDonald. The major outcome which can obtained from the market activity is the sale of a
particular product in which the company is dealing. Sale of a product shall denote the service
level of Mc Donald which has obtained from unexpected outcome of marketing activity.
TASK 2
2.1
The quality of decision making process of marketing is often enhanced and helped by
some simple calculations. If an organization is to assess the likely profit consequences of
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alternative actions, then the business corporation must understand the cost associated with doing
business as well. Thus the expected calculation of revenue generated by each pricing strategy,
but without cost information, it is not possible to determine the preferred price (Sotiriadis and
Loedolff, 2015).
Formulation of marketing research problem.
The first step in the research process is formulating a problem. In many ways, research
starts with a problem that management of an organization is facing. This problem needs to be
understood, the cause diagnosed, and solutions developed. Most of the management problems
are quite complicated to research.
Method of inquiry.
For investigation a standard pattern can be used which is the scientific method. It will
provide an opportunity to McDonald's to use existing knowledge as a starting point and proceed
impartially. The following are the scientific methods which can be included:
Formulate a problem
1. Analyse the results
2. Devise a test of the hypothesis
3. Conduct the test
4. Develop a hypothesis (Thomas and Wilkinson, 2007)
5. Make predictions based on the hypothesis
Research method & Design.
There are two primary methodologies that can be used to answer any research question:
experimental research gives organization the advantage of controlling extraneous variables and
manipulating one or more variables that influences the process being implemented and non-
experimental research allows observation but not intervention and the research design is a plan or
framework for conducting the study and collecting data. It can also be termed as the specific
methods and procedures you use to acquire the information you need.
Data collection techniques
The research design will develop as the organization select techniques to use. There are
many ways to collect data and the two important methods to consider are interviews and
observation.
Sample design
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Marketing research project will rarely examine an entire population. It’s more practical to
use a sample a smaller but accurate representation of the greater population (Yueh, Lee and Lin,
2009).
Data collection.
This part of the process can require large amounts of personnel and a significant portion
of the organization's budget depending on the mode of data collection. Personal i.e. face-to-face
and telephone interviews may require the firm to use a data collection agency i.e. field service.
2.2
The below mentioned are the stages which are to involved in the marketing activities plan
which is to be developed for McDonald's:
Generate active and inactive customer lists.
For determining the marketing activities, McDonald's first need to determine how many
active customers they have. An active customer is one who has used the company’s products and
services in the past months. The organization should also be aware of how many inactive
customers they have because an inactive customer has used the company, but not in the past
months to five years.
Conduct a phone survey of inactive customers.
Be prepared to discover they have moved, died, are using another company or didn’t have
an HVAC need. The organization should do something to invite them back. After all they still
need their HVAC equipment checked each year. The results of this phone survey will help the
business corporation to establish the marketing goals (Oyewole, 2009).
Review all of marketing efforts.
A First, look should be given to the past advertising activities such as What worked?
What didn’t work? How do you know? Assuming you have tracked your leads, you know what
worked well and what didn’t work at all. Plan to repeat the activities that worked well and
determine why the others didn’t work well so you can either fix the problems or just not repeat
those efforts.
Create a marketing activities calendar.
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This concept shows a sample marketing activities sheet. The year’s activities are broken
down by week. McDonald's can have a look at this sheet of paper every day, every week, or, at a
minimum, every month when they receive the financial statements.
The marketing activity sheet is created by putting all of the activities the corporation will
do for the year along the Y-axis and the months of the year along the X-axis. Division of the
marketing activities planed need to be done into four groups: residential prospective customers,
commercial prospective customers, current customers and employees. Some activities, such as
newsletters,b can be used for both prospective and current customers (Oyewole, 2006).
2.3
It is a well known fact that a company has a hierarchy of employee. Such system has be
implemented by a business organisation so that work shall be carried out in a particular process
and improvement can been done. The above discussion shall denote that when a work has been
assigned to an employee then an approval has to be make by the senior or the concerned. This
process has been done so that the quality of work should not get effected and right decision has
yo be made in regard to any marketing strategies. But it is very important that while asking for
any approval regarding a project or the task, it shall be ask by the correct person of a company
for an example if task has been assigned to IT section then all the suggestion and approval has to
be make by the leader of IT section only. Management or HR department shall not be able to
help. The relevant person or the entity from which approval can be ask is-
Owner
owner of a company is the person who shall possess all the information and knowledge about the
company. He is the person who have a power to make right decision that is why when it comes
for seeking any approval on activity, owner can be included in the list to make right decision on
any activity
Team Leader(Molefe, 2012)
when a team has been formed the all the basic knowledge of that team has to be accounted in the
mind of a team leader that is why all the employee who has been working in a team shall seek
the approval from its team leader as he might know that what shall be the best decision to make
under certain circumstances
Manager-
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