Marketing Essentials: McDonald's Marketing Mix and Planning Process

This report provides an overview of marketing essentials, using McDonald's as a case study. It covers the concept of marketing, current and future trends, and various marketing processes. The report details the roles and responsibilities of a marketing manager, including market research, strategy formulation, and customer relationship management. It examines the interrelationship between marketing and other functional departments, such as human resources and research and development, highlighting their importance for organizational success. The report further explores the value and significance of marketing within McDonald's, emphasizing its impact on profitability and customer base. A comparison of McDonald's application of the marketing mix to achieve its business objectives is included. The report concludes with a discussion on the significance of effective interdepartmental relationships and the development of a marketing plan for McDonald's, providing a comprehensive analysis of marketing strategies and their practical application.

MARKETING ESSENTIALS

Table of Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
1. Concept of marketing and Its current and Future trend..........................................................1
2. Different marketing process....................................................................................................1
3. Role and responsibilities of marketing manager of McDonald..............................................2
4. Interrelationship between marketing and other functional department of McDonald............3
Relationship between marketing and Human resource management..........................................3
5. Value and importance of marketing role in McDonald .........................................................4
6. Significance of having effective interrelationship between different functional department. 4
7. Compare the ways in which McDonald's apply marketing mix to the marketing planning
process to achieve business objective.........................................................................................5
8. Develop and evaluate marketing plan for McDonald ...........................................................9
CONCLUSION..............................................................................................................................11
REFERENCES .............................................................................................................................12

INTRODUCTION
This study will be based on marketing essentials. Marketing is related to promotion and
selling of the product and services to customers. Marketing essentials is related to important
tools and techniques which are required by the marketing manager in order to perform various
marketing function. This study will include McDonald to explain about various tasks included in
this assignment. McDonald is a fast food company operating in various countries and have its
global presence all over the regions. It provides various food products such as hamburger, soft
drinks, wraps, French fries etc. This assignment will explain about the concept of marketing and
its various current and future trend. This study will explain about various roles and
responsibilities of the marketing. This study will include about the marketing mix elements assist
in achieving the objectives of firm. This assignment will also include about the marketing plan
which will be develop by McDonald.
MAIN BODY
1. Concept of marketing and Its current and Future trend
Marketing is a tool which is used by the marketing manager in order to provide
customers with products details and various other things to sell product in market. Marketing
helps organisation in sale of the product by using different promotional tools which helps firm
in attracting customers towards brand. There are various promotional tools which are used by
the marketing manager of McDonald in order to provide customers with product and services.
These promotional tool consist of advertisement in magazines, newspaper , television etc (Pike,
2015). Marketing manager perform various research in order to identify various customers need
so that organisation can design the product according to their needs and satisfy their demand.
The current and future trend of marketing involves Social media marketing, retargeting
Campaigns, text message advertisement, internet video advertisement and various future trends
includes influencer marketing , customizes products, automation, chatbots etc. McDonald in
order to increase their customer base understand various current and future trend in order to
satisfy demand of the products. Buying process refers to the way in which the consumer will
make a purchasing decision. It includes steps such as recognition of needs and wants,
information search, evaluation of choices, purchase and post purchase – evaluation. B2B is an
abbreviation for business to business in which buying and selling of products and services take
place between businesses rather than business and customers. Business- to- business include
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selling products to other organisation. Marketing includes business to business selling in which
one organisation is the seller and other act as a customer at a particular point of time. Marketing
is interrelated with B2B because different organisations do marketing of their products in order
to attract other companies. B2B include such selling of software to other firms etc.
2. Different marketing process
Marketing process consist of steps in order to identify customers needs and fulfil the
demand. Marketing process involves steps which include:
 Situational analysis : Situational analysis assist the marketing manager in identifying
various Opportunities which assist firm in satisfying needs of customers (Malhotra,
2015). Organisation in order to identify various needs of the customer must understand
about various situations which may affect firm in satisfying their customers needs such
as capabilities of organisation, and the environment in which it is operating.
 Marketing Strategy : Marketing strategy is used in order to grab opportunities which
assist the firm in fulfilling demands of customers. Market research assist the firm in
identifying various information relating to market. Marketing strategy involves
Segmentation, targeting, positioning product in the target market etc.
 Marketing mix decision : Marketing mix decision assist the organisation in controlling
different elements of marketing mix such as product development, pricing decision,
distribution contracts, promotional campaign development etc (Hair And et.al., 2015).
 Implementation and control : This stage assist the firm in developing a plan and product
is being launched. This stage helps in implementing a plan and control various changes
which result in reduce in demand of the product.
3. Role and responsibilities of marketing manager of McDonald
Role and Responsibility of marketing manager
Marketing manager perform various functions in order to provide products and services
to the customers.
 Market research : Marketing manager in order to understand about the various market
situation and different demands of customers perform this function. Market research
assist McDonald in providing customers with the products that will satisfy their wants.
Market research also assist the marketing manager of McDonald in identifying various
products which are produced by their competitors.
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 Marketing Strategy : Marketing strategies are formulated by the marketing manager in
order to plan about various tools which will be used to promote product of firm in order
to increase sale and profitability of an organisation.
 Customer relationship management : Marketing manager in order to retain customers of
organisation maintain customer relationship by identifying their taste and preference and
offering them the best quality services to form a lasting relationship with them.
Marketing manager of McDonald perform this function in order to build a strong
relationship with their customers (Lane, 2015).
 Brand development : It is the duty of marketing manager to increase brand image of
organisation. Brand image consists of company's Logo, tag line etc. which attract
customers towards the brand . Marketing manager of McDonald in order to develop the
brand image formulate various strategies such as using celebrity profile for brand
development, using music in advertisement in television and radio etc.
4. Interrelationship between marketing and other functional department of McDonald
Relationship between marketing and Human resource management
Marketing and human resource department of the organisation are related to each other
because Human resource manager provide various information to marketing department
regarding training and development programs which assist marketing department to increase
their efficiency of their employees by help of human resource department (Policy, 2016).
Marketing and HR are interrelated as their main motive is to work for organisation and generate
profit. Human resource management in order to attract people towards the organisation perform
various functions of marketing such as promotion etc. which assist them in getting qualified
employees for organisation. Marketing department of McDonald is related to the human
resource department as they provide them workforce to promote products of McDonald.
Relationship between Marketing and Research and Development
Marketing department and the research and development department are closely related
to each other as their functions are linked with each other. Marketing department in order to
know about various product demand seek help from research and development department to
provide them information relating to customer's demand in the market (Niederwieser and et.al.,
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2016). Marketing provides various information relating to their promotional strategies to
research and development department in order to know if that strategy will work to attract
customers towards demand or not. Research and development department provide information
to marketing department about various product development which will assist McDonald in
increasing their sales.
5. Value and importance of marketing role in McDonald
Role of marketing is important for the success of organisation. Marketing functions are
important because it will support the firm in increasing their profitability and sale and will also
increase their customer base. Role of marketing helps in defining various responsibilities
according to their need in enterprise. Marketing is important to attract customers towards the
brand. The importance of role played by marketing under organisation assist firm in creasing
their productivity. Market research role of marketing helps McDonald in identifying various
needs of customers and also helps in understanding trends existing in the market.
Market research assist marketing manager in understanding various situation about the
market. Market strategy helps the marketing department in formulating plans and strategies
which support them in promoting product of organisation (Nagle and Müller, 2017). Market
strategies are based on research according to which various plan are made that assist in brand
development.
Marketing manager in order to understand about customer taste and preference manage a
customer relation which helps in gathering data about customer taste and preference. It also
assists marketing department in designing product according to their customer demand that will
attract more customer towards the firm.
6. Significance of having effective interrelationship between different functional department
The interrelationship between different department is important as it will assist
McDonald in improving their communication process within department. This assist them in
developing a strong relationship between department and increase the efficiency level of firm.
Interrelationship between department helps in development of different department and
identifying their weak points in order to increase productivity.
McDonald department are interrelated such as production department is linked with
marketing , marketing is linked with research and development etc. Effective interrelationship
between department support the organisation towards success of enterprise. It is important to
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have interrelationship between department to understand the different functions performed by
various department (Zalengera and et.al., 2014).
Marketing function is linked with different department to identify about customer
demand and about various conditions existing in environment. Communication between the
department is significant for the growth of any organisation. It will also assist McDonald in
operating their various activities easily (Pedersen, Gwozdz and Hvass, 2018). For example
marketing department for providing information to production department regarding customer 's
demand so that they will produce the product according to customer demand assist them in
increasing sale and attract profit.
7. Compare the ways in which McDonald's apply marketing mix to the marketing planning
process to achieve business objective.
Marketing mix consist of different marketing tools which are used under marketing for
promoting the products of the organisation. McDonald uses marketing mix element to improve
their customer service and provide them with better quality food products.
Marketing mix
elements
Description McDonald Marriott hotel
Product Product in marketing
mix refers to the item
which is being
produced by the
organisation in order
to sale it in the market
to generate profit.
Product is designed on
the bases of customer
demand.
McDonald is involved
in a fast food sector
providing its
customers with
different types of
products such as
French fries,
hamburger, soft drinks
etc. McDonald is
involved in producing
the product according
to the taste and
preference of
Marriott hotel is
involved in a hotel
business. It provides
various services to its
customer such as
meeting, wedding,
banquet facility , food
and beverage, free Wi-
Fi etc. Marriott hotel is
providing this services
to attract more
customers towards the
brand. It also provides
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customers to attract
more customers.
various offers and
discounts.
Price Price in marketing mix
element is related to
the pricing strategy
which is being
adopted by the
organisation. Price of
the product is
determined
considering ability of
customer to pay price
for product. Price of
product is decided on
the basis of its quality
and customer
purchasing power.
McDonald decides the
price of its product by
estimating product
demand in market.
Price of the product is
determined according
the location of store,
customer behaviour,
market condition,
competitors pricing
strategy etc.
Marriott hotel is
providing high quality
services and facilities to
its customer and has
adopted premium
pricing policy for its
various product and
services. Pricing
strategy assist Marriott
hotel in attracting
customers towards the
hotel.
Place Place of the product is
determined after
considering its
demand in a particular
place. Place for
distribution of product
is determined after
targeting its potential
customers and provide
them with
organisation product.
McDonald's provide its
customer with various
distributional channels
through which
products are delivered
to customers.
McDonald have
different stores which
are situated in different
countries and are
serving their customers
with high quality
products.
Marriott hotel is
providing different
facilities to its
customers in all over the
regions. It is opening
various branches in
different countries in
order to attract
customers from around
the globe.
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Promotion Promotion of the
product is necessary to
attract customers
towards the product of
organisation.
Promotion of product
includes advertisement
of product and
services . Promotional
tools includes
advertisement of
product in different
newspaper, television,
magazines etc.
McDonald uses
different promotional
tools which provide
customers with
different details
regarding new product.
McDonald is using
advertisement in
television, newspaper
and magazines.
Marriott hotel is
involved in promotional
activities for the hotel in
order to attract
customers for the
Marriott. Marriott hotel
in order to inform
customers about various
offer's ans discounts
increasing their social
media presence.
Different marketing
tactics are used by hotel
Marriott to aware
customers about their
upcoming facilities.
People People refers to the
staff and sales people
which are involved in
attracting customers
by using various
techniques. These
people consist of
customer contact
employees,
management,
customers etc (Mishra
and Modi, 2016).
When customers are
provided with
excellent services it
McDonald ensures that
the staff and customers
are happy with
services provided by
them . McDonald in
order to satisfy the
employees regarding
their job provide them
incentives on the basis
of sales made by them.
Employees are
satisfied they provide
their best service to its
customers and attract
more customers
Marriott hotel is
providing its best
services to the
customers and their
staff in order to satisfy
their wants. Employees
of the organisation play
an important role in the
success of Marriott.
Workers of Marriott are
provided with tips,
bonus various other
incentive to motivate
them towards work
which assist them in
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creates a positive
brand image in the
mind of customer that
leads to attract more
customers.
towards the brand. providing best services
to the customers.
Physical evidence Physical evidence
refers to the things
which are visible to
customers when
attracting with
organisation. It
consists of
infrastructure where
the products and
services are offered to
customers such as
store infrastructure ,
interior design of
store, packaging of
product, labelling of
products etc. are
considered in physical
evidence.
McDonald in order to
attract customers
towards the brands
lays emphasis on
proper maintenance of
the store where the
products are stored and
also make sure that
proper cleanliness and
hygiene is maintained
which attract
customers to purchase
product from the store.
Marriott in order to
attraArgote, L. and Guo,
J.M., 2016ct customers
towards the hotel has
designed its interior
accordingly which will
assist in attracting
customers towards the
hotel such as smart
reception, swimming
pool facility which
looks attractive to the
customers.
Process Process involves
various activities
which are performed
by the organisation to
deliver the product
and services to the
customer. Process of
McDonald is
performing various
activities in order to
provide their
customers with its
products and services.
McDonald is using
Process followed by
Marriott hotel consist of
providing various
facilities to customers
according to their
demand. Marriott
perform various
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delivering the
products and services
helps in achieving the
objectives of
organisation .
transparent food
process which is
visible to customers.
activities in order to
achieve the objectives
of the organisation.
8. Develop and evaluate marketing plan for McDonald
McDonald is involved in producing food products such as hamburger, soft drinks etc.
McDonald is going to launch a new product in the market which is known as “health drink”.
Marketing objectives of McDonald:
 McDonald main motive is to provide customers with healthy products and for this it is
producing the health drink.
 McDonald to increase their sale and provide customers with high quality product
implemented various strategies which assist them in increasing their customer base and
profitability.
 It main objective is to grow its market and provide its product in different geographical
areas.
 McDonald is focusing on improving its customer services by providing them with great
experiences by delivering them with the health drink.
 McDonald is following SMART objectives which is specific, measurable, achievable,
realistic and time- bound.
Marketing mix
Marketing mix elements of the McDonald involves the following:
 Product : McDonald is providing various food products which are made up of high
quality ingredients. McDonald is going develop a product which is a health drink which
will increase their energy level and provide various other benefits to customers (Bohari,
Hin and Fuad, 2017).
 Price : Price of the health drink is determined on the basis of its pricing policy which is
maintained after meeting all the expenses such as cost of product, taxes and service
expenses. Health drink which will be produced by the McDonald will be provided at a
reasonable price to its customers. Quality of the health drink produces will be the best
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and made up of good ingredients . Quality will not be compromised for price of the
product.
 Place : Health product produced by McDonald will be serve in all its stores located at
different regions. McDonald in order to increase its customer base can offers its various
services through online presence. The placement policy maintained by McDonald is good
and people can get the franchises which is located at the main place of the city.
 Promotion : McDonald in order to promote its health drink which will be launched by
McDonald uses effective promotional policy (Argote and Guo, 2016). Promotion of the
health drink will include about it ingredients and complete information about the product
will be included while promoting the product.
Segmentation , targeting and positioning :
Market segmentation is related to dividing the population on the basis of gender, age etc.
there are different segmentation criteria such as : Geographical segmentation include region and
density , demographical segmentation is related to dividing the population on the basis of age,
gender, income, occupation etc., behavioural segmentation is related to degree of loyalty,
personality etc., psycho graphic segmentation is related to social class , lifestyle etc (Malhotra,
2015). McDonald uses demographic segmentation strategy with age as criteria. Health drink
which will be launched by McDonald is based on providing healthy product to customers.
Targeting is related to dividing the groups on the basis of segmentation to generate more
profits. Health drink produced by McDonald will be focusing on young generation which are
becoming healthy conscious day by day.
Positioning is related to position the product on the basis of its benefits derived to the
customers in market, McDonald's uses adaptive type of product positioning. Health drink
provided by McDonald will be good in taste and provide various healthy benefits to its
customers.
SWOT of McDonald's
Strength
 High brand image in the mind of
customers (SWOT Analysis of
McDonald, 2017).
Opportunities
 Increase its online presence in order to
attract more customers.
 Producing health drink will boost its
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