Marketing Essentials: Analysis of Marketing Functions and Strategies

This report delves into the core concepts of marketing, examining the roles and responsibilities within a marketing function, with a specific focus on McDonald's. It explores the relationship between marketing and other key business functions such as finance, human resources, and operations, highlighting their interdependencies. The report analyzes the roles and responsibilities of the marketing function, discussing various marketing concepts like production, product, selling, marketing, and societal concepts. It further compares the marketing mix of two organizations, evaluates different tactics applied by companies to achieve business objectives, and presents a detailed marketing plan for McDonald's, applying the 7Ps of marketing. The analysis includes an examination of B2B and B2C marketing approaches and concludes with a strategic marketing plan for McDonald's, emphasizing the importance of marketing in achieving organizational goals. Desklib provides this and other solutions for students.

Marketing Essentials

Table of Contents
INTRODUCTION...........................................................................................................................3
P1 Roles and responsibilities of marketing function...................................................................3
P2 Relation of Roles and responsibilities in wider context ........................................................5
M1 Analysing roles and responsibilities of marketing...............................................................8
M2 Significance of interrelationship between marketing and other functions ..........................8
D1 Critically analyse key elements of Marketing functions.......................................................9
TASK 2............................................................................................................................................9
P3 Comparison of marketing mix of two organisations..............................................................9
M3 Evaluation of different tactics applied by companies to achieve the objectives of business
...................................................................................................................................................11
TASK 3..........................................................................................................................................12
P4 Marketing Plan of McDonald's............................................................................................12
M4 Evidence based marketing plan .........................................................................................14
D2 Strategic marketing plan that tactically applies 7p's...........................................................14
CONCLUSION..............................................................................................................................14
REFERENCES..............................................................................................................................16
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INTRODUCTION
It is rightly said that marketing plays an important role in carrying out all the task of
business operations in effective manner. This is one the essential part in order to create brand
image, building customer relations and delivery the goods and services in timely manner or in
other word an effective mechanism in which marketing essentials are required in order to achieve
aims and objectives of organisation (Berthon and et. al., 2012). Starting of marketing in business
sector are generally when manager wants to know the market position and information regarding
target audiences. Under this assignment the company which is preferred I.e. McDonald's which
is an American fast food company engaged in offering multiple varieties of burger with different
flavours in order to attract large customers. This company founded in 1940 as an restaurant
established by Richard and Maurice McDonald in California. According to the data of 2016 this
association having 36,900 food chain stores serving millions of customers in different part of
countries. Further this project discuss about the role and responsibilities of marketing function,
impact of micro macro factors in organisational activities.
P1 Roles and responsibilities of marketing function
Marketing meaning:- This term described as process under which various marketing tools and
techniques utilized in order to timely deliver the goods and services to target audiences. In other
word marketing is useful mechanism in which information is collected related to choice,
preferences and desire of recent customers. The whole marketing team adopt various innovative
marketing sources like advertising, publicity, exhibition and sponsorship in which they convey
the message to large audiences about their upcoming products and the improvements coming in
existing product in order to strengthen market position and goodwill in market. Further they also
develop such strategies which act as strong approach in order to maintain high quality at
reasonable prices (Day, 2011). McDonald's marketing team comprises of expertise and
professional employees who know about the changes arises in fast food sector and after studying
all the factors they plan to come with new product range which give good outcomes to business
in future. The USP of this organisation is to provide fastest delivery in all over the world as
compare to their rivalry. It is one the popular company where more than 46 million of visitor
visit everyday. The main criteria behind it is to attract large number of people everyday.
Their are different points that describe the nature and function of marketing which stated
below:-
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 Buying and selling activity:- It is customer oriented process under which goods and
services are buying and selling according to the desire of customers. Transportation system:- Marketing team also establish good relation with logistic
department in order to transport goods and services in timely manner. Risk reduction elements:-After that another function is to arrange all the safety measures
in order to reduce all the risk related to damage, thief and loss of goods during transmit. Availability of finance:-In order to implement the upcoming project of company they
also need to maintain good relation with financiers so they easily avail all the funds
without any difficulty. Maintenance of quality :-Another important function is to maintain standardised quality
of product without using unethical practices which is detrimental for target audience(De
Vries, Gensler and Leeflang, 2012).
Marketing concept:- it provide future direction in order to implement marketing activities in
effective manner. Under this approach various strategic tools and techniques in order to match
with all the changes appear in external environment so that both present future generation needs
are full-fill in optimum manner. It is divided into different part which described below:-
Diagram: Concept of marketing Source: Five Marketing Concepts2017
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 Production concept:- It is oldest concept in which customers prefer to buy those
products which are easily available at affordable prices.
 Product concept:- Under this approach main focus is given on product quality, quantity
and standard that were fixed on particular item. The main criteria is to attract the
customers with superior quality with additional features that differentiate the goods with
their competitors (Grönroos, 2011).
 Selling Concept:- Under this concept, marketing manager has to decide the specified
plans on the basis of which selling procedures has been continued. Further, whole team
has to decide the ways in which marketer has to fix the criteria through which they
influence the larger people so they purchase in good quantity. Target audience generally
prefer to purchase those goods which are highly saleable in market.
 Marketing concept:- This is the most vital factors under which marketing team has use
various promotional tools and techniques so that they easily face all the challenges of
external market. Under this whole team main strategy is to research about the primary
and secondary data related to external environment so that they easily grab the market
opportunity and reduce all the threats arises of frequent changes.
 Societal concept:- Apart from profit maximisation company also focuses on social
welfare in order to create brand image in market. For example company like McDonald's
spend million of dollar in CSR activity in order to create social awareness among rural
people(Linoff and Berry, 2011).
So, it is important for company like McDonald's to consider all the above factors in order
to sustain in fast food sector, especially the quality factor which cannot be compromised
otherwise company has to suffer from damages in future.
P2 Relation of Roles and responsibilities in wider context
Marketing is considered as a very vital concept in each and every organisation. Through
this department, they can introduce all their products in the market and will also help in
attracting large no. of customers. Here various types of activities and plans are being prepared by
the marketing team so as to make sure that all the activities will be carried out in an effective
manner. This is not at all easy for the company to implement this process and lots of efforts are
carried out by the marketing team to ensure growth and success of the company in the market
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(Grönroos and Ravald, 2011). The managers are having the responsibility to develop good
strategies so that all the departments of the company can work with each other in an effective
manner and develop the company in the market as well. McDonald's is also having a very strong
place in the market and each and every person all over the world know about this company and it
has only been made possible through their effective marketing strategies. They are providing
good quality products to their customers at affordable value so this has helped them in gaining
large customer base as well. But Marketing department cannot handle everything along, they
need support of all the other departments in handling the activities. So , the relationship of
marketing with various other departments in the company are as follows:
 Marketing and Finance : Both of these departments are strongly connected with each as
they can't do their operations without each others involvement in an effective manner.
They are so many activities which are conducted by the marketing team but to conduct
these they require funds which is supplied by finance team of company. Whereas in
finance department several activities takes place like portfolios management, capital
budgeting and to perform these activities they need support of marketing team as they
will provide better judgements about investments. Marketing team also help them in
making annual budgets for the company so that they can distribute the amount in a
corrective manner.
 Marketing and Human resource : HR department is also one of the most important
department who are having deep impact of marketing team in the working of the
company. They do various types of activities in which marketing department are involved
like recruitment and selection, training and development etc. So, the managers are
required to make sure that all the activities are being conducted in a proper manner
because if the employees will have good skills then they will be able to perform in a
better manner in market and company will be able to attain its long term objectives and
targets as well (Gummesson, 2011).
 Marketing and Operational & Production department : Operational and production
department is having a direct connection with Marketing department because the
activities which are conducted here cannot be completed without each other. If marketing
department will not do market research and analysis then they will not be able to supply
any kind of information to the company and thus production department will not be able
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to produce goods as per the needs and demands of the customers and similarly if
production department will not produce goods on time and as per demands then
marketing team will not be able to do any kind of activity in the company (Kotler, 2011).
 Marketing and Research-and-development department : This is the department who
performs the work of identifying the needs and demands of customers in the marketplace.
With the help of this, marketing team gets to know about the market position of the
company in the market and the perceptions of buyers and sellers as well. So, good
strategies are being implemented by the managers so that the research-and-development
department can function effectively. McDonald's is also having this department who is
helping them in knowing the taste of customers in the market and the changes as well.
 Marketing and Informational Technology: This department is set up by the company
for solving all the technical issues arising in company. There are various kinds of experts
that are working in this department who are having all the knowledge about the
information technology. They are also connected with the marketing department as they
help them in storing all the necessary information which can be used by then company in
future (Hair and et. al., 2012). In McDonald's as well, their managers are having all the
detailed information about company, their performance, their strategies etc. so they can
transfer these information to IT department so that it can be stored in a safe manner.
These department is also helping in improving connection with the clients.
 Marketing and Customer Service Department : This department is also strongly
connected with the marketing department because marketing helps them in knowing
about the needs and demands of the customer and their issues and complaints as well.
There are several times when customers are having certain issues but they don't where to
convey it. So, customer service department handles all the situation like this. Marketing
team will do survey and then give all such information to customer service department
and thus all the issues can be solved. So, their connection is very important for the
company as well.
Role of marketing in B2B and B2C market is as follows :-
Source B2B Marketing B2C Marketing
Decision making Very complex Easy
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Focus Lead generation and relationship
management
Brand development
Orientation Production oriented Relationship oriented
Method Improve customer acquisitions Marketing plan is to improve
customer plans
Goals Increase sales and volume of
products sold maintaining best
quality
Aims to increase brand recall
Risk High Risk Low Risk
M1 Analysing roles and responsibilities of marketing
The major roles of marketing is to scan all the changes which are coming in external
market including the taste, preferences and trends which were popular among customers (Kaplan
and Haenlein, 2011). Organisation has to focus on promotional process including pricing,
promotion, distribution and sales which leads to growth and profit can be explained as follows:-
Market strategies:- In order to sustain in external market company has to formulate
various business strategies so that they easily grab all the opportunities and remove all the
obstacles coming in success of organisation.
MIS:- it stand for management information system and way for managing all the data
related to planning, processing and delivery of goods and services timely to all customers. This
leads to reduce all the chances of conflicts and disputes between company and target audiences.
Marketing research:- Under this stage researcher need to gather all the primary and
secondary data in order to understand their position in market. From the collected data use those
factors which are relevant and strengthen the position of company.
M2 Significance of interrelationship between marketing and other functions
There are several types of benefits which a company gets when the interrelationship
between all the departments is effective. In McDonald's also, their marketing department is
linked with many other departments in the company like finance, HR and Marketing. This
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relationship is very important for the company because then only their goals and objectives will
be achieved and activities will be carried out easily.
D1 Critically analyse key elements of Marketing functions
Following are the key marketing function of organisation which stated below:-
 Strategy: Under this point strategic level arrange meeting which consist of expertise who
discuss all the matters related to recent problems. For example McDonald's consist of
large management team who formulate policies related to expansion, supply chain and
delivery system (Kim and Ko, 2012).
 Tactics: In order to face all the challenges of external market it is vital for McDonald's to
prepare both short term and long term plans in order to attract target audiences in
optimum manner. For example using discounting policy, premium offers to daily
customers.
TASK 2
P3 Comparison of marketing mix of two organisations
Marketing mix can b e defined as the elements of the company that are used by them so
as to place their products successfully in the market. It includes elements like Product, price,
place and promotion. But now the marketing mix is extended and three more factors have been
added in this which are process, people and Physical evidence. All together these elements are
called as Service marketing mix. It is very important for the management of company to develop
plans which are matching with the marketing functions so that it can be used by the marketing
team in implementing the process of marketing mix. It is a very effective process which helps in
generating awareness about the product in the market(Jobber and Ellis-Chadwick, 2012).
McDonald's is also considered as a biggest fast food chain in UK which is also earning
largest amount of revenue in restaurant as well. They are understanding customer's needs and
demands very well and that is why they are supplying goods and services accordingly. Their
taste is also loved by the consumers very much that is why they are getting love from all over the
world. Their marketing team is doing their work so well and that is why they are able to give
effective services all over. Their product quality, price and value is very good and their
promotional schemes are also very effective.
The service marketing mix of McDonald's are as follows:-
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 Product – It can be defined as an object which is produced by company and sold to the
customer. These are generally prepared as per the needs and wants of the customers in the
marketing. McDonald's is also serving various kinds of goods and services to its
customers all over the world. They are supplying different kinds of products in different
countries as people are having different choices. Their products includes, burgers,
French fries, sandwiches, deserts etc. Price – It is cost a which the goods and services are being sold to the customers in
marketplace (Krishna, 2012). These prices are being decided by the management of
company. McDonald's is having a very good pricing policy because their food items are
being supplied in the market at a very affordable rate. This is also one of the main reason
which helped the company in getting success. So, customers always keep visiting the
McDonald's store, these strategies were implemented. Place – This factors plays a very important role in making any business successful. IN
McDonald's also, their outlets are being located at that place only where there id lots of
populations and chances of visitors is high. These areas can be near malls, highways etc.
if there will be more crowd then there will be more visitors. Promotion – Through this, company tries to do communication with its customers
(Huotari and Hamari, 2012). McDonald's is also having various promotional schemes
through which they successfully attract large no. of customers. They are having “Happy
Meal Menu” for children and 'kabab' option for the adults as well. People – They are considered as the human resources of the company who working in the
company so as to do their operations in an effective manner. IN McDonald's also, their
Human resource team is working effectively and tries to give good services to their
clients as well. Process – In McDonald's, their food manufacturing process is transparent as customers
knows about it very well. They are also allowing their customers to visit the kitchen so as
to analyse on their own.
 Physical evidence – McDonald's is having a clean and safe eating environment and thus
people like to visit them and eat at their outlets for a longer time. Their interiors are also
very attractive and colourful which compel a person to sit there and have their meal.
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Now McDonald's will be compared to of its competitors called as Burger King. This company is
having a direct competition with McDonald's as they are both fast food chains and supplying
various types of similar products.
Service Marketing Mix of Burger King are: Product – Burger king is supplying various kinds of goods and services to its customers
like sandwiches, burgers etc. The quality of their food products is also very good and are
being loved by the customers all over as well. Their product are being supplied in an
effective manner as well. They are having separate veg and non-veg menu as they care
for the culture and sentiments of their customers. Price – The prices of products of burger king is very effective as people are coming to
their outlets more often. This has helped them in building up their brand in market as
well. Place – There are so many places in which Burger king is having their store (Linoff and
Berry, 2011). Through this they are getting connected with their consumers in an
effective manner. Promotion – The promotional activities of Burger king is not as good as McDonald's. It
is because , McDonald's is doing various kinds of advertisements so as to attract their
customers but Burger King is not at the same level. Process – Their food production unit is transparent similar to McDonald's. Their methods
of creating goods is very different and thus their unique taste help them in attracting large
no. of customers. (Kim and Ko, 2012). People – In many stores of Burger king, relationship managers are appointed by the
company so as to make sure that customers leave the company happily. The staff present
there is also counts as a resource for the company who performs their work very nicely.
 Physical evidence – Their stores are very classy and are having a very good interior as
well which compels people ton visit the store once. They can be found in the marketplace
very easily. (Krishna, 2012).
M3 Evaluation of different tactics applied by companies to achieve the objectives of business
There are different kinds of tactics which are being used by McDonald's for completing
its goals and objectives. These are:
 Depreciating the prices of their Burgers
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 Finding and innovating new forms of production
 Using influential person to promote their product
 Hosting birthday parties for less fortunate children (Hinz and et. al., 2011).
TASK 3
P4 Marketing Plan of McDonald's
Marketing plan can be defined as an document in which all the activities are included
which are required to be carried out in order to make the product successful. It is required to be
created by every company whenever they will be creating a new product.
Marketing plan for McDonald's are as follows:
INTRODUCTION TO COMPANY:
McDonald's is regarded as one of the biggest fast food chain running in the country since
1954. They are having more than 30000 outlets in more than 120 countries. They are providing
food products to its customers as per the trend which is going on in the market. They are having
a very strong brand identity in the market because of which they have made a very strong
customer base. They are providing good training to their staff members so that quality of their
goods and services is maintained in market.
VISION AND MISSION :
Mission: it is “to be customer's favourite place and way to eat with inspired people who
delight each other with its unmatched quality, service”. They believe that their customers are
their family and they will only help them in bringing growth and development to the company.
Vision : They aim to become world's best quick service restaurants so that their
customers does not have to wait for longer period of time for their order.
SWOT ANALYSIS:
Strengths
 McDonald's has come with various
types of choices like smoothies, coffee
and burgers.
 Operations of company expand at
various place so they earn huge foreign
exchange.
Weakness
 it is not easier for company to take
decision regarding the location which is
convenient for customers. The main
reason behind it that US is surrounded
with many restaurants and it growth is
possible through expansion
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