Marketing Report: Roles, Mix, and Plan for McDonald's, Coursework

This report provides a comprehensive analysis of McDonald's marketing strategies, encompassing key roles and responsibilities within the marketing function, and their relationship with the wider organizational context. It delves into the application of the marketing mix to achieve business objectives, evaluates different tactics employed, and culminates in a detailed, evidence-based marketing plan for the fast-food giant. The report examines various marketing concepts, current and future trends, the marketing process, and the roles and responsibilities of a marketing manager, as well as the interrelationship between marketing and other departments such as production and human resources. It aims to provide a thorough understanding of marketing principles in a real-world context, with a specific focus on McDonald's operations and strategic planning.

Marketing Essentials

Table of Contents
INTRODUCTION................................................................................................................................3
TASK 1.................................................................................................................................................3
P1 Key roles and responsibilities of the marketing function...........................................................3
P2 How roles and responsibilities of marketing relate to the wider organisational context............6
M1 Analyse the roles and responsibilities of marketing .................................................................7
M2 Analyse the significance of interrelationships between marketing and other functional units 8
TASK 2.................................................................................................................................................8
P3 Different ways in which organisations apply the marketing mix to the marketing planning
process to achieve business objectives............................................................................................8
M3 Evaluate different tactics of organisation in achieving goals and objectives .........................11
TASK 3...............................................................................................................................................11
P4 Marketing plan for McDonald's................................................................................................11
M4 A detailed, coherent evidence based marketing plan of an organisation ................................14
CONCLUSION..................................................................................................................................15
REFERENCES...................................................................................................................................16

INTRODUCTION
Marketing is a process and operation, which is performed by organisations, so that they can
produce and sell their products in effective manner. Also, it help them in making strategies which
will help them in performing different operations in proper manner, and also help them in serving
ample number of customer, so that their needs and demands can get fulfilled. Along with this, this
all will help an organisation in fulfilling their needs, so that they can achieve their goals and
objectives. Also, marketing is a process which is performed after coordination of ample number of
elements like, making and implementing strategies for market, competitors, suppliers and
customers, production and selling of products and services and other. The organisation which has
been chosen for completion of this report is McDonald's, which is one of the biggest fast food
chain of the world, and use to provide their products and services in different parts of world. In this
report, a discussion will take place on key roles and responsibilities which marketing function use to
play in an organisation, and also it's importance for other organisation functions will also come in
study (Baker and Magnini, 2016). Along with this, marketing mix will get designed for organisation
and also for it's competitor. In the last marketing plan for organisation will get designed, so that they
can launch a new product in appropriate manner.
TASK 1
P1 Key roles and responsibilities of the marketing function.
Marketing : It is an activity which is used by organisations, so that they can perform
different operations like production, selling, promotions and other in effective manner, so that they
can achieve their goals and objectives. Also this, help an organisation in making required changes in
their system, so that they can fulfil the needs of their customers and increase their market share.
Concept of Marketing : Marketing is a concept, which is made up by collaborating several
number of different operations and also by applying different strategies for these operations. These
all are done by an organisation, so that they can produce quality products and services and also can
provide them to their customers, according to their needs and requirements. This all help an
organisation in fulfilling the needs of their customers and also them in satisfying them by the
products and services offered to them (Baker and Saren, 2016). For doing so, it is very much
important for an organisation to make proper coordination between elements like, production (as it
is very much important for them to make and produce products and services which are in trends and
also which are most preferred by their customers), product (customers at different market place love
to enjoy those products which are very much different and unique and also able to fulfil the needs of

them), selling (the products and services which uses good promotional strategies are more likely to
be famous among customers and also they use to buy them more as compared to other), marketing
(products which have ability to fulfil the needs and demands of customers are very7 much famous
at market place), societal marketing (special products at special market place for fulfilling specific
requirement and needs of customers are very much popular among customers of that market place).
Current and future trends : For an organisation, it is very much essential for them to make
proper study of current trends and also have to keep their eyes on future trends. This all help them
in making their strategies, so that they can make appropriate changes in their products and services.
Also making proper study will help them in attaining knowledge that what is most preferred product
and service by their customers, and which type of products and services are able to attract ample
number of customers. This all lead the organisation in gaining information which they can use for
making appropriate changes in their products, so that they can produce and provide products and
services which are most preferred by their customers. Here, McDonald's can use methods for
marketing of their products are promotions, and for this the most preferred medium is social media.
As in this, they can provide complete detail and information about the products and services of
them to ample number of customers. For this they can use, Instagram, Facebook, Twitter and other
social media, so that they can promote their products to ample number of peoples. Another tool of
marketing which they can use is segmentation, where they use to make appropriate strategies for
attracting selected groups of society (Boschetti and Massaron, 2015). Also they can use text
message and email for advertising about their products and services, which they are offering to
special customers. In this they can send text to selected customers of market place, which have
detail about the products and services offered by McDonald's to their customers. Along with this,
they can send some special offer in this to their selected customers, like discount offers, coupons
and other. This all will help McDonald's in attracting ample number of customers with very less
effort, and also help them in providing information to huge number of targeted customers at specific
market place. Along with all this, technology is one of the most important factor in marketing for an
organisation. As it is very dynamic in nature, and for McDonald's it is very much essential to make
proper study over change in technology. As this will help them in updating machineries which they
are using for producing their products, so that production can become more effective. Also this will
help them in producing quality products which will help them in service better products. Also,
updating technology at work place will help them in improving experience of their customers with
them.
Marketing process : Marketing process is made up of different elements which help an
organisation in identifying different opportunities available at market place for them and also which

they can grab, for their future growth and development. Along with this, it help an organisation in
selecting proper market segment for which they are going to provide their products and services.
Different factors which marketing helps in analysing are as beneath :-
 Analysis of opportunities with in market : Marketing will help McDonald's is identifying
different opportunities presented for them at market place. As it is very much important for
them to make proper study of these, as this will help them in growing and developing their
business at market place (Brady, 2014). Along with this, it help them in increasing their
sustainability for long term period, so that they can serve ample number of people for long
time period.
 Selection of targeted segment : Also, it is very much essential for McDonald's to select
special segment of society. As there are different segments living in society and for any
organisation it is not very much easy to serve all. Therefore, for McDonald's it is very much
important to select some specific segment from market place. As this will help them in
making strategies according to it, so that they can make focus on only them and serve them
in better manner.
 Developing marketing mix : It is very much important for McDonald's to make marketing of
their new product which they are going to launch at market place. As this will help them in
gaining information about their current conditions in market place and also help them in
making strategies for new product which they are going to launch at market place.
 Management of marketing efforts : For McDonald's, it is very much important for them to
manage their marketing efforts, as this help them in increasing effectiveness in performance
of different elements (Campbell, Martin and Fabos, 2018). Also it is very much effective in
managing different marketing elements like, advertisement, producing, selling and
promotions.
Role and responsibilities of marketing manager : There are different roles and
responsibilities which marketing manager of McDonald's have to play. Their main role is to make
coordination with different functions and also make plans and strategies for them like, to produce,
sell, promote and advertise products and services offered by them.
 Financing : For performing different tasks of marketing, the main requirement of them and
their manager is funds. As they need huge amount of funds, so that they can perform their
tasks in effective manner. That's why for them it is very much needed to make proper
communication with finance department and tell them their needs, so that they can avail
proper funds to them.

 Promotions : Also one of the first step which come in marketing of product is promotion of
that product. Therefore, marketing manager of McDonald's have to make proper plans and
strategies for promoting their products and services, so that they can attract ample number of
customer towards them.
P2 How roles and responsibilities of marketing relate to the wider organisational context.
Marketing is referred as one of the most important operations which an organisation use to
perform. As this help them in promoting, advertising, producing, and sell the products and services
which can help them in attracting ample number of customer towards these (Cleverley and
Cleverley, 2017). McDonald's is one of the biggest fast food chain of the world, therefore for
marketing department of them it is very much important to make proper coordination with different
department, so that they can perform their operations in effective manner. Beneath is explanation of
relationship between marketing and other department in McDonald's :-
1. Marketing and production department : For marketing department, it is very much
important to have proper communication with production department. As this will help
marketing manager of McDonald's in getting information that what their production
department is planning and producing products. This will help them in making strategies and
also help in making plans according to it only. Also it help production department in getting
knowledge about the response over their products and services they use to make. Along with
this, it details about new trends of market to production department, so that they can modify
their production and planning according to it, and produce products and services which can
attract ample number of customers. This all will help McDonald's, in improving their
performance and also help them in making appropriate changes in their products, so that
they can attract ample number of customers. Also this will help them in increasing their
sales and revenue along with their profitability and market share.
2. Marketing and human resource department : Human resource department is very much
important for am organisation, as this help them in managing their work force and also help
them in improving the skills of their employees. As they use to hire new employees and also
use to provide proper training and development session to them, so that they can train them
according to their need. Along with this, they use to provide training and development
sessions to their existing employees, so that they can improve their skills and perform better
for organisation's benefits (Cavusgil, and et. al, 2014). McDonald's is one of the biggest fast
food chain of the world, and they have marketing department which help them in selling and
promoting their products in effective manner. Therefore for them it is very much important

to have proper communication with human resource department. As this will help them in
making a work force which is very much dynamic in nature and also help them in detailing
that what skills they require in their employees so that they can perform their operations in
effective manner. Also, it will help marketing manager in providing proper training and
development sessions to their employees, so that they can improve the skills of their
employees. This all help their employees in getting opportunities where they can improve
their performance, so that they can achieve their as well as organisational goals and
objectives.
3. Marketing and finance department : Finance department is one of the most important
department of an organisation, as this work to manage all the funds of them as it is outflow
or inflow. As for marketing department of McDonald's, it is very much important to have
proper funds so that they can perform their operations in effective manner. Therefore, for
marketing manager of McDonald's, it is very much important for them to make proper
communication with finance department. As this will help them in detailing about the tasks
which they are going to perform and also help them in explaining that how much funds will
they need, so that they can complete their tasks in appropriate manner. This all increase the
effectiveness of functions performed by them and also help them in completing their tasks
assigned to them. This all improve the profitability of organisation and also increase market
share of them.
M1 Analyse the roles and responsibilities of marketing
Marketing is a process of advertising and promoting products or services and increasing
awareness of companies products and services to target customers. The major objective of
marketing in a company is to initiate strategic planning for implementing a product positioning in a
marketplace. Marketing roles and responsibilities majorly deals with providing services and
products to customers as per requirement and demands of clients and consumers. This will directly
impact sales and profits of the company. McDonald's is a leading company in fast food chain
restaurant and the marketing department of this company want to sustain longer in market. Thus it
is important to launch new products and grab attention of customers towards the new trends in food
item and fast food (Hair and et. al, 2015). Mc Saw is a new product that is launched by McDonald's
in UK as these people are food lovers and they will be satisfied by this new sandwich burger. The
main aim of marketing manager is to ensure launch of new product will make profits for the
company and if the product fails to make profits, then sales of this product is stopped. Marketing
managers are responsible for development of brand personality in the organisation. The brand
development is done by communicating brand message using different communication methods like

advertising and promotions.
M2 Analyse the significance of interrelationships between marketing and other functional units
Marketing department is the department of organisation which is connected to al other
departments. This cannot function alone and achieve profits for the company. The success of any
business starts with the success of marketing team. It is therefore important for marketing
department to make strong relationship with other departments for fluent functioning of the
business activities. McDonald's generally focuses on interrelation of marketing department with
human resource, finance and production department. McDonald's require help of these three
departments in launching of new food item, Mc Saw in market. The HR department helps in
developing the accuracy and productivity of any department and information of other departments
is grabbed from HR department. Money is the most important factor in process of any company.
The finance department of McDonald's supports the marketing department with many statistics.
Pricing strategies is also initiated by this department. Marketing department takes funds from
finance department for advertising and producing commercials, packaging designs, logos, offers,
discounts, etc. of Mc Saw (Hugos, 2018). The marketing department of McDonald's gathers
information about the needs and demands of customers. The marketing department surveys people
about the quality, expense, and value of the product. The marketing function of an organisation
does not exist in isolation. It is essential to know the connection of this with other functions.
Marketing interacts with research and development, production or logistics, human resources,
customer service and IT. The main motive of all departments is to increase customer base as
customers are most important asset of any organisation. They should be kept happy and satisfied for
increasing the sales of company. The McDonald's marketing department needs finance, a good
human resource management, good technology and information system in order to accomplish the
tasks.
TASK 2
P3 Different ways in which organisations apply the marketing mix to the marketing planning
process to achieve business objectives.
Marketing mix is one of the most powerful analytical tool which is used by several
organisation, so that they can identify their current position in market in comparison to their
competitors. McDonald's is one of the largest fast food chain of the world, and use to serve about
each and every nation of the world. Also, they have Subway and Burger King as biggest
competitors of them, which also use to provide same products as McDonald's use to. This increases

the level of competition among all these. As McDonald's can use marketing mix so that they can
make analysis of their current condition at market place with comparison to their competitors.
Beneath is marketing mix of McDonald's in comparison with Burger King :-
Basic McDonald's Burger King
Product McDonald's use to provide a
wide range of products, which
have both veg and non veg
varieties. They use to start their
business by providing burgers
and chips, but with time they
start adding products in their
menu (Lane, 2015).
Burger King use to a huge
variety of products, which
depends on demands of their
customers. As they have
started their business from
hamburgers and milk shakes
and French fires.
Place McDonald's use to serve their
products and services at
different of the world and also
use provide facilities of free
hone delivery. Along with this,
they use to select location for
their outlet which is very good
for their business.
Burger King is of the biggest
and popular fast food chain
of the world, which use to
provide their products and
services in several nations of
the world. They have very
good market share with their
physical outlets.
Price McDonald's is using low and
moderate pricing strategies for
their products. As this helps
them in attracting ample
number of customers.
While on other hand, the
pricing strategy which is
used by them say that, do not
keep price so low which
make doubt on quality on
their products and services.
Promotion There are ample number of
promotional techniques are
used by McDonald's, for
promoting their products. As
these help them in attracting
ample number of customers
towards the products and
Burger King use to promote
their product and services
from online medium, so that
they can make connection
with ample number of
people in very less time.

services offered by them
(Marketing Mix of McDonald's,
2017).
People Service of McDonald's is very
slow as compared to Burger
King. For this, they use to say
that they have focus on quality
of products rather then speed of
service.
While on other hand, service
provided by Burger King is
very fast as compared to
other.
Process There are ample number of
activities McDonald's use to
perform, so that they can
complete their process of
providing products and services
to their customers.
Where as, Burger King is
now very much successful,
therefore they use to
maintain the taste, culture
and customer satisfaction by
their products.
Physical Evidence McDonald's have very
attractive interiors which help
them in proving a good
atmosphere to their customers
to come and enjoy meal at their.
Where as, Burger King have
their set theme which they
use to implement for interior
of their outlets. This help
their customers in getting
luxury feeling.

M3 Evaluate different tactics of organisation in achieving goals and objectives
McDonald's is a popular fast food chain restaurant that is offering services across the
world. The business was started in late sixties and it has expanded it's business successfully in
different countries. The main reason behind the success of company is it has always focused on
customer satisfaction and enjoyment. McDonald's has made it's brand popular by giving quality
food items across the world. It is priority of McDonald's to replace value by matching the money
given by customers. The company focuses on acknowledging their customers and preparing
strategies to offer good food items to people (Malhotra, 2015). McDonald's uses different kind of
tactics and strategies for making good positions in market. The new product Mc Saw is provided
by McDonald's and different offers, discounts and coupons are made on these products. This will
attract customers to buy this and it will help in increasing profits of the company. The marketing
management of McDonald's takes care to effectively advertise MC Saw to attract customers.
TASK 3
P4 Marketing plan for McDonald's.
McDonalds is the largest food chain of fast food items. It has attained global acclaim
from it's customers. This brand was started many years before and it has gained profits and
image by expanding the services all over the world. This is a market leader in fast food
restaurant and it has been maintaining market diversification with various kind of food.
McDonald has gained a good brand image and popularity among global customers. This brand
spends a lot in training and development of its employees. Thus it has a high employee turnover.
McDonald is maintaining the franchises offering in different countries in an appropriate manner.
When any company aims to launch a new product, it targets audience for gaining success in
market and making profits. McDonald is planning to launch a new product in market for making
profits and position in marketplace. McDonald has decided to launch a new product by the name
of “Mc Saw”. This product is a sandwich which has stuffing of macaroni and cheese and this
product is made for customers of every age group.
Objective of launching a new product
The main aim of McDonald while launching a new product in marketplace is to provide
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a good and tasty product so that customers will get satisfied and they enjoy the service offered to
them. When a food item is launched, the main motive of the company is to increase sales of the
company and maximise profitability and efficiency. An objective is made by an company to
measure the performance of the product in market (Pappas, 2017). It helps in making decisions
whether the company should continue selling the product in market or not. SMART objectives
are made by the company to help McDonald in grabbing opportunity in market. SMART
objectives are specific, measurable, achievable, reasonable and time specific.
Marketing mix of McSaw-
Marketing mix is defined as the the foundation model of marketing. This is the set of
marketing tools that are used by a firm in making marketing objectives in the target market.
Marketing mix refers to four level of decisions of marketing such as product, price, place and
promotion. McDonald should analyse the marketing mix of new product before launching it in
the market. This will tell marketing management of McDonald about areas which have to be
focused for enhancing sales and profit of the company. The marketing mix of Mc Saw sandwich
is described below- Product : A product is the physical item that is being offered to customers. The company
when launches a product it take special care about success of the product in the
marketplace. McDonald is launching a new product i.e. McSaw in market and it is
important for the company to evaluate the success of this product. Price : It is a important factor of assigning price to the product that is offered in the
market. McDonald ensures that McSaw should be offered at a reasonable price to the
customers so that it's sales will increase. Place : A right place is essential for determining the availability of product to the
customers (Pike, 2016). McDonald has decided to launch “Mc Saw” sandwich n streets
and highways of UK. Promotion : Promotion is the way through which product is advertised and promoted to
customers. There are different ways of promoting products like pamphlets, websites,
online blogs, T.V., newspapers, banners, magazines, etc. McDonald is using online
website and newspaper advertisements for promoting Mc Saw.
Tactics : This is a promotional tool used for promoting products of the company and
increasing awareness of customers. These are the ways by which customers are provided
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