Marketing Essentials: Roles, Responsibilities, Mix & Business Plan

This report provides a detailed analysis of marketing essentials, focusing on the roles and responsibilities of the marketing function within an organization, particularly using McDonald's as a case study. It explores the relationship between the marketing department and other organizational functions, such as finance, manufacturing, HR, purchasing, and sales, emphasizing the importance of synchronization to achieve business objectives. The report also examines the marketing mix (product, price, place, promotion) and its role in the planning process, culminating in a basic marketing plan for McDonald's. The study emphasizes the critical functions of a marketing manager, including strategy formulation, market research, product development, communication, sales enhancement, event planning, financial management, and branding. Desklib provides access to this and other solved assignments for students.

MARKETING ESSENTIALS

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1 Roles and responsibilities of the marketing function.............................................................1
P2 Relation between wider organisational context and roles of marketing................................3
TASK 2............................................................................................................................................5
P3 Marketing mix in planning process to achieve business objectives......................................5
TASK 3............................................................................................................................................8
P4 Basic Marketing Plan of Mc Donald.....................................................................................8
CONCLUSION................................................................................................................................8

INTRODUCTION
Marketing is the process through which any product is made available in market. It is a
complex process as various functions need to be performed in order to identify what to produce
and how to distribute same in the market after evaluating the different options available with the
business enterprise. There is no use of the produced product if it is not made available on time
and on the right place. MacDonald is a food chain which was started in 1940 and since than its
total business is increasing at a good speed as its stores are present all over the world which is an
indicator of its continuous growth (Al-Ekam and et .al., 2012). Following report is prepared in
order to analyse the concept of marketing in detail with reference to the cited company. Different
functions and roles of commercialization manager will be discussed in detail. Later the study will
continue with marketing mix of cited company which will show how it is different from other
companies in same field.
TASK 1
P1 Roles and responsibilities of the marketing function
In any association, there are different capacities which are practised on daily basis and
among all the most complicated or differentiated activity is that of marketing. There are different
destinations which are accomplished with the assistance of this as through the same, MacDonald
will have the ability to achieve an expansion in the aggregate income and will do a better market.
There will be a general development and increment in the benefit that will be done by utilizing
promoting capacities (Batt, 2013). There will be different exercises that will be performed in
connection to this which will incorporate advancements, productions and distinctive occasions.
The parts and duties that are performed by the marketing manager of cited company are as
follows:
Formulation of various schemes - Technique that should be trailed by MacDonald are used as
assistance for management. It is ensured that set strategies are accomplished in the most ideal
way. For this effective control needs to be kept which is ensure by the person concern for
marketing.
Statistical surveying: With a specific end goal to carry out this activity, research will be the
primary angle that should be embraced as by utilizing same, needs and requests of clients will be
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recognized. Likewise, the accessible open doors will be known with the goal that they can be
utilized by organization for its advantage.
Product improvement: With a specific end goal to pull in more clients, this will be a movement
that will be required to execute as by this, item will be created in a propelled way which will be
superior to the offerings that are existing in the present circumstance. In this, different gatherings
will be made that would work so as to make the item as indicated by inclinations and tastes of
clients.
Correspondence: It is required that the clients should be pulled in and for that, it will be
required to make them mindful about items and administrations of organization. For this, there
are different plans that are made in connection to the battles that will be led in which individuals
will be told about the elements of item so they can take their ruling for MacDonald (Desai,
2013).
Deals: Business will be developing if offers of organization will be enhanced and that will be
accomplished with the utilization of showcasing. With the assistance of promotions and different
plans that are given to the clients, for example, coupons and rebates, MacDonald will have the
capacity to build the business income and by this, benefit will likewise be improved.
Arranging occasions: During the time spent promoting, this is additionally one of the real parts
in which distinctive occasions are led, for example, workshops, presentations and others. In these
occasions, the clients arrive and think about giving items and by that, they will have the capacity
to settle on the choice about whether to purchase the offering or not.
Managing finance decisions: In advertising capacity, it will be required that the financial
backing ought to be set up about having a thought that how much sum is required to be spent on
exercises embraced. Along these lines, it will be obligation of office to make it in the most
suitable way with the goal that required assets can be gathered by MacDonald ahead of time to
accomplish targets in the most adequate way. Much investment needs to be done in the
procurement of resources therefore much care is required (Desselle, Zgarrick and Alston, 2016).
Branding – It is one of the most important function performed by the concern department as in
order to promote sales it is very necessary that the products brand image is well established in
the market. As MacDonald deals in a product type which has different competitors it becomes
more crucial for them to market their items in a manner that they are considered better from
other in the same field. Management ensures that an attractive method of influencing customers
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is adopted so that the amount spent on same can be recovered and profitability of an enterprise
can be raised.
Channel marketing – Whenever any product is produced it needs to be transferred to a place
where consumption if same needs to be done. As MacDonald products are produced and
consumed at the same place they have to maintain effectiveness in their operations. This is also
ensured by the marketing manager that no in convince is faced by clients coming to take various
services.
P2 Relation between wider organisational context and roles of marketing
All the office in an association has their own significance, they do specific work as per
the requirement of situation. One of the noteworthy capacity that advertising wing of
McDonald's needs to do is legitimate appropriation products and administration. This must be
finished by keeping up great contacts with calculated division. A thought don't acquire cash for
an organization, they have to take the item to the clients so as to gain benefit and increment
income of the firm (Hauer, 2011). By and large case appropriation is considered as a simple
undertaking like opening a shop, yet when an association works over the globe than they
procedure of orchestrating item conveyance end up plainly mind boggling. It give extraordinary
help with keeping up appropriate request and supply. Each firm trust that to make progress for
log time frame, organization need to make sound association amongst promoting and fund
division. Cash is expected to profit, when execution of showcasing group is better than expected
than financial specialists from different piece of the world might want to put their cash in the
association. Their image esteem and cost of offer will likewise expand which will bolster back
group, they will have better alternatives to acquire cash for extension or new item improvement.
This can enable McDonald's in keeping up sound money related position in industry which to
will give them some additional edge over their rivals.
Their is another edge by which connection between these two groups can be examined. In
the event that fund wing don't organize cash for advertising office than they can not do their
work (Hsu, 2011). Keeping in mind the end goal to perform different errand proficient utilization
of riches is essential. In the event that execution of back division enhances than promoting group
will get more cash which they can use to support up their execution. In eatery industry, taste and
inclination of individuals changes on consistent premise. Their are some critical choice
identifying with interest in new economies and assembling procedures. By doing statistical
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surveying definite request and need of merchandise and ventures can be resolved which will
bolster business in upgrading general income. Imaginative innovation is required in assembling
process, it is duty of promoting wing to discover what are the new procedures that industry and
different contenders are utilizing so McDonald's can likewise adjust them and enhance their
assembling procedure. They have finish learning about the thing that are going on in this part,
they give their perspectives and forecast to R&D division so they can acquaint new nourishment
things agreeing with the request of clients (Kennedy and Parsons, 2014). This will likewise help
them in holding the best spot in a large portion of the nations where they are working.
Connection amongst showcasing and generation work – Manufacturing movement has high
reliance on promoting wing since they give them revise data and information about the need of
clients. They likewise help them about what quality they should keep up and which thing should
made in greater amount and which ought to be created in less amount.
Connection amongst advertising and human asset work – HR movement is considered as one of
the primary capacity of each association, they pick right man for a vocation. Association between
HR wing and showcasing group does not straightforwardly relate costumers but rather it have an
enormous effect on organization. In the event that employing division don't procure legitimate
hopefuls in advertising groups than this office can not work successfully. In the event that a man
is enrolled in association who does not comprehend showcase and does not have aptitudes to
persuades potential buyers than general execution of firm will go down (LEHTINEN and
MÄKINEN, 2012).
Connection amongst promoting and buy work - McDonald's purchase crude material which is
important to make completed items. They have an obligation to keep up appropriate inventory
network by demonstrating the material that is required by generation office. They can not play
out this errand adequately without taking help from promoting wings since they give them
different information item which clients expend at an abnormal state and which sustenance thing
are loosing their request in advertise. This assistance an association in limiting the waste, which
aid cost lessening and improvement in benefit.
Connection amongst showcasing and deal work - People frequently get confound amongst deals
and advertising division. They think of it as same however they are a wide range of between the
two wings of an association. Offering is fundamentally identified with persuade a potential
costumer so he/she can purchase an item yet advertising has a wide degree. It take a shot at
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finding the need of shoppers so item can be made by them, it likewise concentrate on after deal
administration and consumer loyalty (Lipsman and et .al., 2012). Promoting division give
imperative data to offering wing so they can legitimately persuade potential purchasers and
increment offer of association. McDonald's don't have to do coordinated offering, they attempt to
pull in customers by publicizing and different methods for advancement. This must be done
when they have information about market request in various states and nations. These numbers
are gotten and dissected by showcasing office so right designs can be made to draw in more
purchasers.
Synchronization between all branch of McDonald's is important with a specific end goal to
accomplish set target. On the off chance that one wing of this association perform worse than
average than it will have a gigantic effect on benefit of organization and on their image esteem.
Each firm face different sort of inconvenience at the season of execution of various systems, in
the event that they cooperate and bolster each other than they can confront any test that emerge
in business operation. Appropriate synchronization additionally aid ideal use of accessible assets
TASK 2
P3 Marketing mix in planning process to achieve business objectives
Marketing mix is the combination of various elements which needs to be taken care of
while doing the business. They help management in reaching to an effective decisions
(Maghaireh, 2016).
Product – Cited company is famous for its product as they were this was successful in satisfying
the needs of clients. In order to maintain the brand image company needs to maintain their
product quality and work on bringing new items so that customer interest can be developed. As
there are various substitutes now available in the market it brings more pressure on enterprise to
maintain product differentiation. Like other brands for instance burger king who deal only in the
variety of burgers MacDonald give emphasis on other variety also like the ice creams and fries
which also has so much demand in the market.
Process - It is essentially identified with benefit division, in the vast majority of the countries
McDonald's has an arrangement of self administration and they are additionally opening self
administration stands. They can begin eatery in prime areas where they can begin serving on
table and charge sum more sum for that. Their are numerous clients who whine about moderate
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administration in eateries, this issue ought to be understood at the earliest opportunity since these
days individuals don't have much time to sit tight in line for their turn. They can enlist more
individuals to enhance different administrations and lessen holding up time of clients (Mihart,
2012).
Promotion – McDonald's consider advancement of their image and item as a standout amongst
the most vital undertaking performed in their association. They are putting enormous sum around
there. This system assume an essential part in accomplishment of this association. They should
proceed with this strategies keeping in mind the end goal to get some additional edge on its
rivals. They can begin some new extraordinary offers which can pull in new costumer and help
with keeping up existing shoppers. Publicizing is another range where they are contributing their
cash forcefully. They should persistent dispensing more cash in this recorded so their
predominance in industry can be kept up for quite a while. McDonald's kick well known when
they off giving unconditional presents to the clients and kids who visit their eatery, this thought
ought to reintroduce by organization in a few nations and their are a few areas where they this
idea was not presented so in these place it ought to be dispatch so more clients can be pulled in
and advancement of brand should be possible viably (Mittal, 2014). Organization can make and
post new handout and publications so individuals remember the name of McDonald's.
A few contenders are attempting to take their concept of forceful advancement, referred
to organization should beginning some better approaches for advancements so they can keeping
up the additional edge that they have on different players of the business. In current situation
advancement via web-based networking media is additionally essential since it assume a colossal
part in pulling in youthful era which is considered as a prime wellspring of income for referred to
organization.
Price – McDonald's has different valuing methodologies in various area. They can utilize value
entrance in the areas where they as of now have eateries and wanting to have more in up and
coming time. Their general assembling is a great deal contrasted with different associations so
they can keep up their income by improving deal and diminishing costs of things they all
offering. In a few nations, eateries of referred to organization have popularity. In these areas they
are utilizing value skimming procedure keeping in mind the end goal to quickly recoup the use
they have done. In starting stage, they target rich class individuals since they cheerfully pay more
cost for another sustenance thing (Moini, 2012).
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Place - Location of an eatery assume significant part in its prosperity, McDonald's have a
reasonable system to open eating places in prime goal so more individuals can visit their eating
house and it can be followed by potential clients effectively. Sustenance things that referred to
organization serve change from place to put since buyers in various nations has diverse taste and
inclinations. McDonald's roughly have 36900 outlets over the globe. In streams advertise incline,
they can begin home conveyance by taking request on their site or through versatile application.
Physical condition – Designing and offices in an eatery had an enormous effect on its
prosperity, there are some sustenance outlets who don't have any uncommon quality in their
nourishment however framework, inside and outlining of their eating places in so alluring that
individuals favour them over some great quality sustenance eatery. McDonald's dependably keep
an agreeable situation in their outlets, they spend tremendous cash on their insides so it can pull
in youngsters and in addition grown-ups (Nguyen and Simkin, 2012). Referred to organization
put stock in utilizing most recent innovation so as to give top class administration to its clients.
Their furniture is more agreeable contrast with its rivals which give an additional edge to the
association on its opponents. These things look may look insignificant and little however they
generally have a colossal effect on buyers mind.
People – Human asset of an association is considered as one of the fundamental asset of firm
since they execute the systems which are made by top level administration. Referred to
organization has nearly 30000 workers in various nations. Their principle centre is to advance
the experience of clients so they can end up plainly lasting shopper of outlets. Labourers are the
substance of this association since they take request and serve sustenance by giving quality
administration. In forthcoming time they should choose competitors who can make the most of
their employment and meet costumers with a facial gesture of welcoming. Individuals in
organization are chosen by the current culture so they can comprehend request of clients and
serve them appropriately (Ogunmokun and Tang, 2012).
These days McDonald's has numerous rivals in various nations. It is troublesome for them to
hold the best spot where they are sitting from quite a while. They have to execute some creative
systems to upgrade their deal so their income can be expanded on proceeds with premise.
Domino's has begun home conveyance of their different products long time back, yet
McDonald's still don't give this sort of administration, they should utilize innovation in their
business and make portable application so arranges from clients can be taken online keeping in
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mind the end goal to upgrade offer of organization (Papasolomou and Melanthiou, 2012). Their
were whines about crude material that they were utilizing as a part of different nourishment
things, this made an immense impact on their image, they should begin a battle which
concentrate on recovering the past picture of the organization. McDonald's is known for their
forceful advancement, numerous different players in a similar industry duplicate their procedures
so more customers can be pulled in towards their eatery. Burger King is prevalent opponent of
referred organization, they utilize some inventive strategies to make changeless clients. In a few
nations they give a crown to a few purchasers so they can feel extraordinary (Purvis, 2016). This
little turn out to be popular to the point that deal on Burger King increment by just about 3 time.
Referred to organization has a few approaches which can be changed like, just breakfast feast is
accessible before 11 a.m., so as to hold number one position in eatery industry.
Comparison of MacDonald with burger king
After analysing the above marketing mix of cited company it can be summarised that their
strategies regarding different elements are different from that of burger king. Prices are
comparatively kept less. Location of MacDonald is also very easy to reach as they are situated at
almost all the prime locations. The facility of drive trough is also given by only cited company as
no other brand gives the same option to clients. An effective mode of promotion is used as
mascot concept is utilised which helped company in attracting more and more clients towards
them. It is also given that unlike other brands it is more famous in the students which is due to
their effective price strategies (Raj, Walters and Rashid, 2012).
TASK 3
P4 Basic Marketing Plan of Mc Donald
Introduction
McDonald is biggest food chain in world with 30,000 restaurants in more than 200 countries.
McDonald offer Many variety like Aloo tiki, Mc puff etc.
Mission of MC Donald
 To provide high quality with Hygiene.
 Fast service providing.
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SWOT Analysis of Mc Donald
Strength
 Global Leader
 Great impact
 Wide Audience
 Advanced revenues
Weakness
 Saturated market
 Slow services
 Homogeneous product
Opportunities of MC Donald
 Value added service generation
 Global enlargement
 Vary in products according Occasion
Threats of MC Donald
 Demographic changes
 Mature Market
 Competitors strength.
Porters 5 forces model
 Threat of New Entrance means new competitors introduction. Company is facing heavy
traffic of competitors but still providing products effectively.
 Bargaining of Buyers refers affordable prices offered by company to costumers. Burger
and French Fries low cost in McDonald, is convenient for consumer.
 Bargaining Power of Supplier Bargaining refer to supply on convenient prices. For
McDonald offers strategies like discount, Free with buying 2.
 Rivalry Firms means that all competitors company like Pizza hut and others have control
in same field but McDonald still is in priority. number of customers among all (Tonkin,
Whitmore and Cutroni, 2011).
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 Threat of Substitutes mention substitutes provided by MC Donald are burger, cold coffee,
ice creams, etc.
BCG Matrix of MC Donald
 Star in Mc Donald – MC Flurry with high market share in high growth.
 Cash cows is- cheese burger as low market growth rate and high market share.
 Question marks- Custard pie as low market share with high market growth rate.
 Dogs are – MC Chicken as low market share and rate.
Strategies adopted by the MC Donald
 Market penetration means that by launching few advertising campaigns the company has
attracted competitor's clients.
 Market Development is the new outlet events and new markets that are made to attract
consumers on large basis.
 Service /Program Development is the means by which company is providing the better
services in terms of better product, to the clients by taking feedback from all the
customers.
Segmentation of MC Donald
 Geographical Segmentation segmentation costumers according geography. Male and
female of the age 8 to 45 aimed as major costumers. For McDonald, location will be
malls, hotels etc.
 Demographic Segmentation according lifestyle, and living standard of consumers. As MC
Donald products , that are families, young person (Wu, Kirkole and Huang2016).
 Behavioural Segmentation refer to basic of consumer behaviour and attitude. Like for
MC Donald, services is set on behavioural habits of costumers who use product.
 Psycho-graphic segmentation is segment of products according perceptions of
consumers. Like McDonald offer products according costumer perception and their
affordability in accessing product.
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Targetting refer to aim of people that can be target. Like in McDonald, major target are
children, youngsters, families etc.
Positioning describe position of product in consumer perception. Like special Position of Aloo
tiki in Old Age in McDonald.
CONCLUSION
From the above report it can be concluded that marketing essentials is an important
element for the cited company. With the help of this function company is able to perform its
various acts like advertising promoting and distributing the products in the market. Various
elements of marketing mix is also discussed which shows how they are used by MacDonald in
promoting their operations and increasing their total output. Their elements are compared with
that of burger king and other firms in same field which shows how they are different from other.
Lastly, the report concluded with the marketing plan of cited company which went through
various stages to be implemented successfully.
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Marketing Essentials. 2017. [Online]. Available through
<https://www.entrepreneur.com/article/286545>. [Assessed on 28th July 2017].
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