Marketing Report: Marketing Strategies and Analysis for McDonald's

This report provides a comprehensive analysis of the marketing essentials within the context of McDonald's. It begins with an introduction to marketing concepts, emphasizing the importance of understanding the marketplace, consumer demands, and building profitable relationships. The report delves into the roles and responsibilities of a marketing manager, including brand management, social media monitoring, and marketing process overview, including situational analysis, marketing strategies, marketing mix decisions, and implementation and control. The report then explores the interrelation between the marketing department and other functional areas such as production, finance, human resources, and sales, highlighting the value and importance of marketing roles. The report also analyzes McDonald's marketing mix. The report further develops and evaluates the basic marketing plan for McDonald's.

Marketing Essentials

Table of Contents
Introduction................................................................................................................................... 3
Task 1 ........................................................................................................................................... 3
P1 Roles and Responsibilities of marketing manager...........................................................3
P2 Explanation of how the roles and responsibilities of marketing relate to the wider
organisation..........................................................................................................................6
TASK 2............................................................................................................................................ 8
P3 The Marketing mix of McDonald's...................................................................................8
TASK 3.......................................................................................................................................... 11
P4 Marketing Plan of McDonald's.......................................................................................11
CONCLUSION................................................................................................................................14
REFERENCES................................................................................................................................. 16

Introduction
Marketing is the crucial tool in the modern business organisation as it involves
understanding of market place, demands of consumer, building profitable relations and provide
quality among the customer's. It is defined as the process which creates value among the
consumers (Arguello,2013).This report focuses over the marketing essentials in the business
organisation which helps them to compete in the market and establish their position accordingly.
This report is carried out in the context of McDonald's which is American based fast food chain.
This organisation was founded in the year 1940 by Richard and Maurice. The way of application
of marketing mix in the company to achieve organisation goals and objectives are also stated in
the report. Also this report will develop and evaluate the basic marketing plan for McDonald's.
Task 1
P1 Roles and Responsibilities of marketing manager
Concept of marketing
Marketing function can be defined as the role of the business organisation which helps
them to identify the current as well as the future trends in the market. These functions involves
the basic criteria that every organisation should consider while making their marketing plans. It
includes marketing research, product plans, development process, promotion of product and
customer service (Puddle, 2015). The concept of marketing are divided into five major concepts
which specifies the business objective of any organisation. This will result in increased profit
margin along with market stability and growth. These concepts are defined below:
 Production concept: This concept defines that the consumers are more linked to the
product that are easily available in the market and are inexpensive. McDonald's should
focus on the product improvement and the price that they are providing to the customer's.
 Selling concept: It defines that the consumers are attracted through promotions and they
are attracted towards the product which are promoted in the market aggressively. Hence
in the case of McDonald's their aim should be to promote the product that they are
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offering to the customers.
 Marketing concept: According to this approach the focus of the organisation should be on
the target consumers (Bačík, Štefko and Gburová, 2014). If the brand value is enhanced
then consumer will automatically will choose the brand over other competition in the
market.
 Product concept: This concept hold that the clients will move towards the product that
will have value for money and innovative approach. In case of McDonald's they should
focus on the product that helps them to motivate their customers in buying and are easily
affordable.
 Societal marketing concept: This concept focuses on the needs and requirements of the
society and the target customer's. The aim of McDonald's should be to create the product
that are desired by the consumers and should be able to target the needs of the society.
The current and Future trends of marketing are based on the requirement of the market
trends the industry. The current marketing trends involves the digital media in the market and the
future marketing involves user generated content to attract the new customer, maintianing
transparency to create effective realtionship with customers with help of involvement of the
mobile marketing strategy in the marketing technique. McDonald's should focus on the present
needs of the consumers and should build their marketing plans in a way that the future trends are
also taken care of.
Role and responsibilities of marketing function:
Defining or managing brand: marketing work effectively in term of manage the brand
in thr market. Managing brand define as who you are, what you stand for. Managing the identity
of the brand ofthe company in market.
Monitoring and managing social media: Marketing function are effective interm
managing the social media. Marketing department manage the mcdonald's social media and
monitor all the factors related to social media.
Producing marketing and promotional: In this, theses marketing function effective in
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creating the material which is describe and promote the core product. All the material of
promotional activities are up to date in macdonald.
Overview of different marketing process:
It is defined as the process that includes the way in which the value is created for the
consumers so that it satisfies their wants. In this process the situation is examined to identify the
opportunities, the strategies to execute the plan so that the results are monitored.
The following four steps are involved in the marketing process, these are Situational
analysis, marketing strategies, marketing mix decisions and implementation and control (Batt,
2013). McDonald's must identify their ability first along with identifying the opportunities that
will help them in meeting the demands of their targeted consumers. If these processes are carried
out in a systematic way then it will help the organisation in building the brand image.
Roles and responsibilities of marketing mangers:
Marketing managers are mainly focused on the management of an organisation's
marketing operations. The marketing managers should have an excellent communication and
analytical skills. In the small organisation marketing managers are in charge of the organisation's
entire marketing activities and coordinating those marketing activities so as to influence the
customers to choose the product over other competitors. Managers of McDonald's should be
friendly & socially active (Blythe, 2012). This will make them to take decisions spontaneously.
The key roles and responsibilities of marketing managers are :
Roles:
 To conduct market research: The marketing manager should carry out the market
research to gain a clear understanding of what an organisation customer's really wants.
This also involves the study of the organisation competitors so that they can develop the
product that are superior and are valuable for the customer's.
 Developing marketing strategies: They are responsible for developing the marketing
strategies for the organisation. The strategies created helps in outlining how an
organisation will promote its product and service to the target market. Managers of
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McDonald's should focus to create an effective marketing strategy that will help them in
increasing their sales turnover.
 Marketing information system: Manager of McDonald's should analysis the market and
product with the help of marketing information system. Its play important role in
gathered information of market and product which is helpful for knowing taste and
preferences of customers.
 Creating customer value, sanctification and loyalty: customers are considered as the
person who are know as value maximizers. Manager of McDonald's should focus on
each ad every factors which create satisfaction in the mind of cutomers. Crrating
stratification among the customer play effective role in creating loyalty among them.
Responsibilities:
 Customer relationship management: The marketing manager performs the function of
maintaining the customer relationship management in the organisation. The marketing
manager collects this information from the organisation customers data base to help
create a customer satisfaction survey (Udachyna, Bandorina and Savchuk, 2017).
McDonald's manager should analyse the negative feedback given by the customers and
make a plan that will help in retaining and managing the relationship.
 Identifying new business opportunities: Marketing manager should identify the trends
with the aim of identifying new market areas. By doing the sales forecast they can
estimate the future performance of the organisation's products. The managers of
McDonald's should help the organisation in identifying the new business opportunities so
that they can capture the market which is untouched by them.
 Setting strategy: It is the responsibility of McDonald's manager to make the good
strategy which gives great impact on sales of McDonald's. This strategy includes product
strategy, market strategy etc.
 Managing and designing integrated marketing communication: It is very important for the
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manager of McDonald's to design marketing communication because it play important
role in creating awareness in the mind of customer's. This marketing communication
consist of advertising, sales promotion , direct marketing and personal selling.
P2 Explanation of how the roles and responsibilities of marketing relate to the wider
organisation.
Interrelation between marketing with different functional department:
Marketing is a strategic discipline which underpins most activities of the business and is
an essential ingredient of corporate strategy (Cabrera and Williams, 2014). The main element for
any organisation is to coordinate marketing plans with the other functional departments of the
organisation. In the context of McDonald's marketing department relates with the other
functional departments so as to achieve the common objectives of the organisation. Relation of
marketing team with other department is classified below:
 Production team and marketing: The marketing department needs to work closely with
the production department to ensure that the research and development is done in a way
that it satisfies the needs of customers. The product is manufactures in the way that it
meets the criteria as mentioned and specified by the consumers. Marketing team in
McDonald's help them to identify the current market trends through which the product is
created to satisfy the needs of consumers.
 Finance team and marketing: In this the marketing department has to work closely with
the finance team to ensure that there is adequate budget allocated to the research and
promotion team. This department has whole organisations brief to ensure that all the
business operates within its financial capabilities. This department wants that all the
department works within the allocated budget. In the case of McDonald's the marketing
team is highly dependent on finance department as they are the one who decides the
amount of money that should be spended on the marketing of the product .
 Human resource team and marketing: Here the marketing department should work
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appropriately with HRM department so as to ensure them that the person recruited has all
the qualities and skills to match the requirement of the team. Here the HRM team
recruites the person as specified by the marketing team. They find the employee which
has all the skills and knowledge that are required in any marketing officer so that they can
acheive the pre set targets.
 Sales team and marketing: By coordinating with them the marketing department ease the
work of sales team by connecting with the customer's needs and requirement's. Here the
marketing team analyse the needs of the of the customer's and prepare the marketing
strategy that helps the sales team to sale the product effectively. This helps the
department in acheiving the sales target. The task of sales team of McDonald's is to
generate maximum profit and revenue. They should be able to sell the customer's the new
product invented.
The value and importance of marketing roles:
Marketing helps in transfer and exchange of goods. Goods and services are made
available to the customers through various intermediaries such as wholesalers and retailers. It is
helpful to both producers and retailers. Marketing is also helpful in raising and maintaining the
standards of living of the community as it helps in uninterrupted supply of goods and services to
the consumers at a reasonable price (Caragher, 2016). It also creates employment. Along with
this it helps the managers to take decisions with the help of marketing techniques. It helps the
economy to become strong and stable as they results in innovation and employment.
Conclusion on interrelation between different departments in an organisation:
The marketing department is linked with the other functional department of the
organisation in a close manner. The marketing department needs to coordinate with other
department so as to achieve the pre-set targets of the organisation. If the departments are
interconnected than it will accelerate the speed of work that the workers do. The information will
be communicated accurately within the departments and if it is not understood by any employee
then they can cross check with them at any point of time.
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TASK 2
P3 The Marketing mix of McDonald's
The business organisation with their different organisational goals apply different
marketing strategies to achieve these goals. It is the foundation of any organisation to attract its
consumer towards the purchase of its product. The large business organisation like McDonald's
utilises 7ps of marketing mix in their marketing planning process to achieve the organisation
objective (Dibb, and Simkin, 2013). McDonald's utilises the extended marketing mix in its
organisation for the achievement of its goals and objectives. The marketing mix enables the
organisation to determine their level of performance in the market, the firm used to compare the
marketing mix tools of McDonald's is Subway.
Source: 7Ps of marketing mix 2018
Basis McDonald's Subway
Product It is the worlds leading fast Subway is the famous brand
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Illustration 1: Marketing mix

food brand. The main products
that the company sells are
burgers, fries,chicken burgers,
wraps, beverages and many
more. To attract the customers
they also offer the meals that
involves the package of two or
more than two products.
that offers submarine
sandwiches and salads. It is
one of the fastest growing
franchise in the world . The
product offered by subway
includes wraps, salads, baked
goods etc. The best selling
sandwich of subway is BMT.
Price The company adopts many
techniques of pricing to sell its
product in the market. They
use cost plus pricing
techniques for determining the
price of the product. The
products offered by
McDonald's are relatively at a
affordable price. The main of
McDonald's is to provide the
product at relatively lower
price than their competitors.
The pricing technique followed
by Subway is market
orientation. The main aim of
the company is to provide their
customer with better quality of
product at a price that is
acceptable by the consumers.
Place The availability of the product
and the service of the company
must be easier for the
consumer. So for this
McDonald's has made a
approach of opening as many
outlets as possible so that the
consumer gets the delivery of
their demanded product
The head quarter of subway is
situated at Milford,
Connecticut, US. It has strong
supply chain network. It has
opened its stores in many part
of the world through which the
consumers can approach them
easily. They have created the
stores which are opened 24hrs
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promptly. so that the consumers are not
effected.
Promotion The promotion process is one
of the main tool that help the
organisation in advertising
their product and increasing
their turnover. McDonald's
uses various techniques to
advertise their product in the
market. They promote their
product through magazines,
pamphlets, electronic media
etc. The company also offers
discount coupons so that the
consumers attracted towards
their product.
Subway has used marketing
strategy that helps them to
promote their product in
market. They promote their
product through TV serials,
they sponsor many
programmes and games to
promote their product.
People People in any organisation
involves the management,
employees organisational
culture and customer service.
McDonald's employees
approximately 97000 people.
Any organisation depends
upon the employees and the
consumers so it is important
for them to look after their
wants. The company should
provide them with the
environment that provides
Subway focuses on the
employees and the consumers
wants. The ratio of customer
satisfaction is maximum as
compared to other
organisations. They have
designed the workplace in a
manner that promotes the
organisational goals and
working environment. They
have planned a reward and
recognition programme that
enables the employees to
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them with ethical working
environment.
perform in a better way.
Process The process includes the
activities done by the company
to achieve its organisational
goals. The process that the
company undertakes to prepare
their product is transparent and
is visible to the customer's.
Subway has crated the process
that is highly customisable.
The process through which the
subs are prepared depend upon
the taste and preference of the
customer's. This help the
company to make the product
that is automatically liked by
the consumers
Physical evidence It refers to the area in which
the product of the company are
sold. AS McDonald's use the
boards that are creative and
use the pillar that gives their
customer a sight that there is a
outlet nearby. This help them
to create a physical evidence in
the market from those of its
rivals.
The physical evidence of
Subway is maintained in a way
that it pull its customer
towards them. To attract as
many customer they have
opened the outlet in the malls,
complex and the business
centres.
TASK 3
P4 Marketing Plan of McDonald's.
It is a business document which outlines the marketing strategies. It is defined as the
blueprint of the future objectives of the organisation. This enable the people to learn about the
product which they tend to buy (Dudu and Agwu 2014). It is a road map providing then with the
directions towards reaching their business objectives. McDonald's also uses the marketing plan to
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