Marketing Essentials Report: Roles, Mix, and Planning for McDonalds

This report provides a comprehensive analysis of McDonalds' marketing strategies. It begins with an introduction to marketing concepts and their application to McDonalds, highlighting production, selling, marketing, product, and societal marketing concepts. Task 1 focuses on the roles and responsibilities of a marketing manager, emphasizing understanding consumers, developing strategies, and fulfilling responsibilities towards employees, customers, and society. Task 2 explores the interrelation of the marketing department with finance, human resources, sales, and production, emphasizing the value of marketing roles in achieving company goals. The impact of external environments, such as consumer demand and infrastructure, is also discussed. Task 3 delves into the marketing mix of McDonalds, comparing it with Burger King based on product, price, place, and promotion. Finally, the report discusses the importance of marketing plans, budgets, and the overall conclusion regarding the effectiveness of McDonalds marketing strategies.

MARKETING
ESSENTIALS

Contents
INTRODUCTION..........................................................................................................4
TASK 1........................................................................................................................4
P1. Roles and responsibilities of marketing manager.............................................4
P2. Roles and responsibilities of marketing relate to the wider organisational
context...................................................................................................................6
TASK 2........................................................................................................................8
P3. Marketing mix of McDonalds...........................................................................8
TASK 3......................................................................................................................10
P4. Marketing plan...............................................................................................10
CONCLUSION............................................................................................................13
REFERENCES.............................................................................................................14

INTRODUCTION
Marketing is the process of selling products and services to its
consumers at market place (Lamb, Hair and McDaniel., 2011). It refers to the
marketing strategy of promotions which to advertisement of products in
market among consumers. This process of marketing helps company in
achieving goals and objectives in allotted time frame. This report is carried
out in the context of McDonalds, which is a American fast food company
founded in 1940. This company is operated in US by Richard and Maurice
McDonalds. This fast food brand is famous for its varieties of burgers,
Mcpuffs, chicken McNuggets, premium salads and many more. In this report,
the roles and duties of manager is also discussed. In addition to this,
marketing mix, marketing plans and budgets are also been evaluated under
this assignment.
TASK 1
P1. Roles and responsibilities of marketing manager
Concept of marketing
It is the philosophy from which a firm analyses the needs and
demands of consumers of products. Now-a-days the concept of marketing is
adopted by various firms to promote their products in market and increase
sales. This concept is also adopted by McDonalds in order to increase sales
and profitability (Wirtz., 2012). In addition to this, it also helps the company
in promoting or advertising their products at marketplace. In addition to this,
current trend includes, mobile marketing, online performance marketing and
futurev trends includes, chatbots, new apps, etc.In this context, there are five
types of marketing concept which are considered by McDonalds under the
following statements:
 Production concept: This is one of the oldest concepts of marketing
which guides sellers in selling products. In this, consumers will buy
only those products which are easily available and affordable in
prices. This concept is also used by McDonalds in order to satisfy its

consumers by providing products according to their needs and tastes.
This also helps the company focus on improvements of the quality of
products and distribution efficiency.
 Selling concept: This concept refers to the efforts of company
towards its product to increase sales in market. It is an essential for
company to promote and advertise its products at market place among
consumers. Without promotion, consumers are not willing to buy
products. In addition to this, it is also for McDonals to promote and
give advertisements of its products at market place. It will help
consumers to attract consumers towards products which will lead to
increase sales and profitability.
 Marketing concept: This concept states that it is important for a
firm to know the needs, demands, tastes and preferences of its target
markets. The company should deliver products which satisfy its
consumer’s better than competitors do. This concept is a “consumer
first” approach and philosophy of “sales and responds”. In context of
McDonalds, the company also uses this concept to gives consumer
satisfaction by offering products of good quality and at affordable
rates.
 Product concept: In this holds the innovative features, quality and
performance of products (Baines, Fill and Page., 2013). The
consumers will buy only those products which have new and
innovative features and are of superior quality. Thus, it is also
important for McDonalds to offer good and superior quality products
to its consumers to increase sales and reputation of brand at
marketplace.
 Societal marketing concept: It is a marketing strategy which deliver
values to its consumers in such a way that it helps to improve and
maintains society and consumer’s well-being. This concept is also
used by McDonalds that helps to meet present needs and demands of
consumers along with the needs of future.

Overview of different marketing process
It is the belief in which company looks after the needs and demands
of consumers to serve them with its related products. It is the process which
helps company in analysing different situations, marketing strategy,
marketing mix decisions and implements and control. This process of
marketing is also used by McDonalds to determine opportunities and making
marketing efforts to increase sales and revenues of company.
Roles and responsibilities of marketing manager
Marketing managers plays an essential role in achieving goals of
company in allotted time frame (Functions and Responsibilities of Marketing
Manager 2016). Every organisation needs a marketing manager which
promotes the products of company with different strategies to increase sales
(Kongstvedt., 2012). In this regard, the manager of McDonalds also performs
some roles and responsibilities to carry out firms activities. Some roles and
responsibilities of manager are discussed under the following:
Roles
 Understanding current and potential consumers: It is the role of
manager of marketing to understand current and potential consumers.
It is also important for managers of McDonalds to know the needs
and demands of its consumers which help them to increase their sales
and achieve organisational goals (Brassington and Pettitt., 2013). The
role of manager’s is to understand its consumer in such a way that it
will satisfy consumers by offering products according to the tastes of
customers.
 Developing marketing strategy and plans: The other role of
marketing manager is to develop marketing strategy and plans.
Developing better plans and strategies helps the company in making
customer base and also assists in promoting products at marketplace.
In context of McDonalds, its manager also develops marketing plans
and strategy which helps them to advertise their newly products in the
markets and allure consumers towards the restaurant.

Responsibilities
 Responsibilities towards employees: The marketing manager of
company has a great responsibility towards its employees in the
organisation. It is the responsibility of manager to looks after the
welfare of its employees as they are an important source of company
in accomplishing goals. The manager of McDonalds also looks after
its employees and motivates them to perform well. It is important for
managers to make coordination and communicate with them
effectively and efficiently.
 Responsibilities towards customers: It is the responsibility of a
marketing manager to look after the needs and demands of consumers
(Lipsman and et. al., 2012). In order to make a good supply of goods
and increase sales it is also important for managers of McDonalds to
make regular supply of goods and delivery of products to its buyers.
 Responsibilities towards society: The managers of McDonalds
should also look towards the needs and wants of society. It is their
responsibilities to provide products at affordable rates and at the
places which are easily approachable to them.
P2. Roles and responsibilities of marketing relate to the wider organisational
context
Interrelation of marketing with different functional departments
Marketing department plays an essential role in mission of
organisation and promotion of business. The marketing department is
internally connected with other departments of organisation. In McDonalds,
there are also some functional departments which are interrelated with
marketing department which are as discussed below:
 Marketing and Finance: In this, finance department plays an
essential role in marketing department. These departments are
interrelated with each other (Durmaz., 2011). In context of
McDonalds, finance department provides funds to marketing
department which helps to promote product of company. These funds

help in promotions channel and assists company in increasing sales
and revenues. Finance departments has all records regarding the out
flow and in flow of cash. These funds provided by finance section
helps to promote and advertise products through newspapers,
television and by posing on social networking sites.
 Marketing and human resource: Marketing department is also
linked with HR department as HR section of company provides new
ant talented candidates to marketing section which helps them to
achieve their organisation goals and increase sales and turnover. HR
department also plays an essential role in McDonalds as it provides
skilled candidate to marketing section. The work of HR department is
to hire or recruit new and skilled candidates so that they can met
company with their goals by their efforts.
 Marketing and sales department: In this, marketing sections
generates and identifies needs and demands of consumers and
communicate with sales department to give information about its
targeted consumer. Then sales section sells products in the market
according to the information received by marketing department. In
context of McDonalds, marketing department also helps sales
department in order to increase sales and profitability.
 Marketing and production department: Theses departments are
also interlinked with each other. Marketing department of company
sees the tastes and preferences of its consumer at marketplace. They
also find out which consumer likes which product and in which
segment of market and give all these information to production
department (Jones and Rowley., 2011). This information helps
production department to produce and manufactures products
according to the needs of consumers. This section also plays an
important role in McDonalds in achieving goals and to allure
consumers towards the products of company. The production section
also takes help of marketing department to know the needs of

consumers related to the products and quality. In this way, both
departments are interlinked with each other.
The value and importance of marketing roles
Marketing plays an essential role in achieving goals and objectives of
company along with increase sales and turnover. It helps the company by
promoting products at market place and sells products the channels of
distribution. It also plays dominant role in McDonalds in promoting food
products of company in market. This helps the consumers to know about new
products, its features and quality. It assists in improving standard of living of
people living in societies. Marketing also maintains the balance between
production and consumption which leads to stabilizes economy
(Papasolomou and Melanthiou.,2012). It also provides employment
opportunities to lots of people which impacts on growth of nation.
Conclusion regarding interrelationship between different departments
Every organisation has different departments which are interlinked
and have a relationship with each other. It is important for company to have a
department which helps to achieve company goals and objectives.
Interrelations help to maintain coordination and communication between
employees of the company. This provides better customer services which
increase sales and consumer base. In addition to this, different department
also plays their own part in McDonalds in order to attract consumers and
improve efficiency. This also helps company in building trusts and reduces
communication gaps between the staff members of company.
Impact of external Environment:
For long term growth and success it is important for every company
to have proper knowledge about externl impact of enviornment on business.
As once they know about negative of positve impacts they can use strategies
and techniques to get over from it. In context of McDonald's, the manager of
company also focuses on impacts of enviornment externally. Some external
impacts are as follows:

 Consumer demand: This is an important factor of external
environment on business. Is is essential for company to know demnd
of its consumers before producing any product. In case of McDonald's
it is also crucial for company to know needs of consumers otherwise
they will face difficulty about which product should produce.
 Surrounding infrastructure: This is the another factor which also
affect business widely. The manager of McDonald's should also focus
on surrounding of outlet. It should be well structured and modern
infrastructure so that more consumers allure towards store. So, this
factore of external environment can also affect business as a whole.
TASK 2
P3. Marketing mix of McDonalds
Basis McDonalds Burger King

Product McDonalds is a largest
leading fast food brand
which operates in US.
The company is famous
for its superior quality
food products at
affordable prices.
Company offers a wide
variety of burgers,
chicken sandwiches,
wraps, French fries.
Along with this, it also
provides beverages
items such as soft
drinks, McFloat, etc.
They also offer happy
meal with gifts inside
the pack to attract the
kids.
Burger king is a
American fast food
restaurant which is
operated in US by David
Edgerton and James
McLamore. The
company offers variety
of food products to its
consumers such as,
chicken, French fries,
milkshakes, soft drinks,
salads, etc. The main
motto of company is to
server its consumers
with superior quality
products. The prices of
the brand is little higher
than its competitor.
Price The prices of products
of McDonalds are
affordable to its
consumers (O
Ogunmokun and Hsin
Tang., 2012). It offers
different prices
according to the demand
and segments of people.
The company uses
bundle pricing strategy
to sell products at
discounts and at
affordable rates.
Burger king uses the
market-oriented pricing
strategy to sell its
products in the market
among its consumers. In
this, the company offer
superior quality products
at little higher prices
from McDonalds. They
make use of this strategy
according to the market
condition, demand and
supply.

Place There are approximately
36258 McDonalds in
around 116 countries. It
serves products to its
consumer in different
and approachable
section of the country.
The company has
offered its products at a
large scale. It has so
many outlets in different
sections of country. It is
located in prime sections
of country and offers its
products in almost every
big city.
Promotion The company uses the
promotion and
advertisements strategy
to sell its products to its
consumers (Dudu and
Agwu., 2014).
McDonalds give
advertisements by
posting the details on
social media, prints on
newspaper, pamphlets
and also on televisions.
The manager of
company also promotes
its products in market
place among consumers.
The company promotes
its products by placing
Paper nuts in a tray
along with product
description on the nuts.
It also uses lucky
promotion strategy by
providing many
discounts and offers to
its consumers.
People The HR manager of
McDonalds looks after
the needs and benefits of
employees and its
consumers. Company
provides training session
to the employees of
company so that they
can assists consumers
about the details of
It is the responsibility of
the manager of Burger
king to look after the
daily operations and
interactions of
customers. They also
motive its employees by
giving stars according to
their performances.

products.
Process McDonalds uses new
methods of packaging
and distribution of its
products. They also look
after the process of
preparation of food and
improve the quality of
products.
Burger king uses
transparent process in
which its consumer can
look after the method of
preparation of their
food. This process gives
satisfaction to its
customers and they can
enjoy their food without
any hesitation.
Physical evidence It is also an important
aspect which a company
should look after it
(MK., 2017).
McDonalds have a good
atmosphere and
ambience which attract
the consumers towards
their restaurant.
Company also looks
after the interior of its
outlets along with
cleanliness and hygiene.
Physical evidence
affects the impression of
consumers towards
restaurants. The
manager of Burger King
looks after the
maintenance of
restaurant building along
with its location and
appearance. The
manager of company
focuses on the
environment and
interiors of outlets to
attract its consumers
more towards the
restaurant.

TASK 3
P4. Marketing plan
Each company makes the plan of marketing to increase sales and to
identify the demand and tastes of its consumers which are living in different
segments of the country (Mihart., 2012). This plan helps the company in
growth of company and also develops changes with changing of marketing
trends. The marketing plan is also beneficial for McDonalds which helps it in
giving clarity and finding in client and consumers. It provides the direction to
the company in choosing techniques and methods. It gives details about the
current situation of business and also about target markets. By the help of this
plan, company can put prices according to different level of consumers.
Overview of the company
McDonalds is an American fast food company which was founded in
1940 and operated by Richard and Maurice McDonalds in US. The company
is famous for is various of food products including various types of burgers
such as chicken burgers, maharaja burgers, sandwiches, McPuffs and many
more (Baker and Magnini., 2016). It also offers exciting prices to kids inside
happy meals to attract more consumers towards their restaurants. It also
provides beverages including soft drinks, McFloats etc. The company also
looks after its consumers and employees who are performing their activities
in firm. It gives training sessions to its workers so that they can assists
consumers about details of products.
Vision: The vision of McDonalds is to be the best and leading fast food
supplier around the country.
Mission: The mission of McDonlads is to improve more in the quality of
products and to be a favourite place of consumers in way of eating.
Marketing objective
 The objective of the company is to increase sales by 30%.
 To increase share by 25% and to produce products with low fat burger
for health conscious people.

STP: It is an approach of modern marketing (Desai., 2013). It is the process
of segmenting consumers into groups according to their needs and
characteristics. It stands for Segmenting, Targeting, and Positioning.
 Segmentation: It is a process of segmenting broad market into subset
of consumers. In this, there different types of segmentation which are
as discussed below:
Demographic: In this, the manager of McDonalds divides the group of
consumer according to their gender, status, education, occupation.
Geographic: It includes group of people who are living in geographic
areas such as, in region, state, city, etc.
Psychographic: It is done according to the personality of people, values,
lifestyle, etc.
Behavioural: It includes the behaviour of people towards their products.
From this, company can identify how the customer is using product and
what benefits they are looking for.
Company segments their market as per demographic in which products
are based on consumers age and their health as well. This will helps in
improving customer base of the company at market place.
 Targeting: In this process, company used to target the of group of
consumer to sell products which helps them to products according to
this section. In this, company targets health concious people.
Positioning: This helps to know the image of brand and what consumers
think about the products and company (Caragher., 2016). Without it, a firm
cannot achieve its set goals and objectives. Marketing). Company can
establish their stores in different places to invite consumers.
Swot analysis of McDonalds
Strength
 Values of products is strong
Weakness
 More calories in food

 Knowledge of system,
programming, management.
products
 Not much variation in
products on the basis of
seasons.
Opportunities
 Training demand is greater
due to complex situations
 Marketing opportunities arises
due to changing in customer
demographics.
Threats
 Health conscious consumers
are more in number
 Increasing competition
Marketing budget
Particulars 1st year 2nd year 3rd year 4th year
Initial money 10000 5000 4000 6000
Investment 5000 5000 6000 5000
Total 15000 10000 10000 11000
Marketing
outlay
15000 500 3000 4000
Promotion 4000 1000 5000 2000
Sales publicity 2000 2000 500 1000
Direct selling 3000 3000 500 500
Total 24000 5500 9000 7500
Monitoring and control
Marketing budget is important for every organisation to know about
actuals costs and estimated budgets. This plan helps to know about all cash
inflows and out from of organisation (Khan and Adil., 2013). The managers
of McDonalds also make this plan in order to monitor the activities of
organisation. It also helps company to control and improve the performance
and qualities. With the help of this plan manager of company can determine

how much consumers like their products market. So, it important for every
company along with McDonalds to prepare marketing plans so that they can
be ready for competitions in future.
CONCLUSION
From the above report it has been analysed that how much marketing
of product is important for an organisation which helps in launching new
products and also in increasing its sales turnover at market place. In addition
to this, to run an organisation smoothly it is the role and responsibilities of
manager to perform their activities effectively and in allotted time frame. In
this report, marketing mix of company and need of marketing is also been
discussed. Further, marketing plan is also important for every company to
make and checked timely.

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