Marketing Essentials Report

This marketing report provides a comprehensive analysis of McDonald's marketing strategies. It begins by defining the roles and responsibilities of the marketing function within the organization, highlighting its relationship to the wider organizational context. The report then delves into the marketing mix, examining McDonald's product offerings, pricing strategies, distribution channels, and promotional activities. A detailed marketing plan for McDonald's is presented, incorporating SWOT analysis, Porter's Five Forces model, and BCG matrix. The report also explores market segmentation strategies employed by McDonald's, including geographical, demographic, behavioral, and psychographic segmentation. Finally, the report concludes by summarizing the importance of effective marketing for business growth and success, using McDonald's as a case study.

MARKETING ESSENTIALS

Table of Contents
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3
P1 Roles and responsibilities of
the marketing function...............................................................................................................3
P2 Relation of wider organisational context and Roles and responsibilities of marketing.........6
TASK 2............................................................................................................................................7
P3 Marketing mix in planning process to achieve
business objectives.....................................................................................................................7
TASK 3............................................................................................................................................9
P4 Basic Marketing Plan of Mc Donald.....................................................................................9
REFRENCES.................................................................................................................................14

INTRODUCTION
The following report is prepared in order to make the learner understand the different
marketing essentials. The report is prepared on McDonald as how it uses the concept of
marketing in its business. Different roles and background of it will be studied in detail which will
give the learner a clear vision of how it contributes in the development of the business. There are
differentvarious responsibilities of marketing functions which are discussed in detail below
(Ebert and Griffin,2015). Later in the report different marketing mix elements are also discussed
so as to understand how they influence the various decisions and how they are different from the
other companies of the same field.
TASK 1
P1 Roles and responsibilities of the marketing function
the marketing function
MacDonald is a food chain which which was established in 1917. Iit was developed by
Ray Kroc who started this chain with a prime motive of providing food of high quality to the
customers. His main focus was on burgers, buns, fries and beverages. As it was a new concept
the biggest challenge was to give its product position in the market for which it was necessary
for them tdo adopt the effective marketing procedure. Marketing is the process through which
the products and services are sold in the market. It is the coordination of different elements
which are called as the essentials of marketing. It helps in creating costumers for the product
through providing satisfaction to them. It helps the companies in setting direct communication of
the customers with the company (Brodbelt,2010). Therefore marketing can be termed as the
continuous process of creation, communication, delivery and exchange offerings which has
value. All the functions of marketing are interrelated and depended on each other.
All the functionsVarious roles of marketing helps the company in keeping it more
focused on the customers. Different functions performed by marketing in MacDonald are it takes
the risk, provide market information to the company, storing, buying, selling, financing and
grading. The process of marketing is carried out in order to identify the demand of the customers
so that the best product which has maximum demand in the market can be produced and made
available on time. There are different concepts which are followed in the process of marketing

like marketingselling based on value. There are different roles which are performed by the
marketing function in the company like:
1. Branding/advertising – MarketingMerchandising plays a very important role in
creating a brand name for the products offered by MacDonald. As the company deals in
variety of products it is important for them to give the knowledge of every new product to
the customers so that they remain updated (Schooleman,2012). For this advertising is
done to interact with the customers. It can be done through social media or television or
other marketing tools like advertisement in newspapers. With the help of Through
marketing the customers get to know about the new meals or any innovation done by the
companythem. Through advertising the brand becomes more popular if effective tools are
used for the promotion.
2. Channel marketing – It is the process through which the produced products are
transfered from the point of production to the point of consumption. DifferentVarious
people involved in the marketing channel are human resource, organisations, and all the
activates that are important for the movement of product from manufacturer to the
ultimate customer.
3. Corporate communications – It is a management function like marketing. In this the
company issues its message to the customers which are relevant to them. Apart from this
the message is conveyed to the different stakeholders also.
4. Executive/strategy- This is the role of marketing which ensures cross function
interactions. The strategies made by the marketing managers help in achieving the
required performance and also ensure measurement in the organisation.
5. Field marketing- It is the process in which business to business marketing take place.
This way the cited company is able to create more demand in the market.
6. Marketing intelligence- In this process the company is provided with different primary
and secondary knowledge of the market which are helpful in understanding the attitude of
the customer which is very important to understand so that the business operates
accordingly. Apart from this the key characteristic of marketing intelligence is that it
provides the information of other competitors also that what are their strategies and other
strong points so that MacDonald can also do the changes in its operations so that

thewhich help the same in facing the competition can be faced more effectively
(Simshauser and Nelson,2013).
7. Product management – It is one of the most important role of marketing manager. In
this the problems are identified which are present in the market so that the company can
come up with the solutions to it. Different customers demand different products
thereforeherefore it becomes necessary to identify their requirements and ensure that the
same is delivereddeliverd in the market at the right time.
8. Product marketing- Strategies are needed to be formulated so that the right product is
made available on right time and at the right place.
There are different marketing functions which are of vital importance. Theses functions
help the cited company to do better business by assisting them in taking the variety of decisions.
Different responsibilities of marketing functions that need to be fulfilled for MacDonald are as
follows:
1. Listening to the needs of the customers – In order to make an effective strategy for the
customers it is important to first have an proper communication with them customers so
that there needs are identified. Through marketing the company is capable of receiving
the feedbacks of the consumers stumers. The feedbacks are taken through different
channels:
 Company internal channels – Internal survey of the organisation is done of the sales
team and customer support department which provide the required data for
formulating the future strategies of the business (Akbarimajd and Simzan,2014).
 Channels outside the company- The needs are identified through this so that they
can be converted to customers.
2. Track trend and monitor competition – For every business it is important to track the
trend of the market in order to compete with the other competitive businesscompetition.
As many new businessenterprise entities are entering in the food business it is important
for MacDonald to remain updated with the market. For this the marketing team works
continuously top keep eye on the changes that take place.
3. Work and transmit brand value – The marketing department is responsible to create
an attractive image of the brand. Ideas are generated by the marketing managers which
communicates the best brand value in front of the customers.

4. Coordinate efforts with those of the marketing partners of the company – Tthere are
lot of contributors for the cited company like the designers, publishers, designers,
consultants. It is the function of the marketing team to align them with their objectives.
5. Innovate – As the cited company deals in the food products they need to maintain
innovation in its productscreation so that consumers remain attractive towards the
different products offered by the company. The marketing team has to do the continuous
study of the market so that variety in the food productsitems can be provided to the
customers. If they are providedsupplied with similar products throughout than they will
get bore and therefore will switch to some other brand (Han,2013). It is not necessary to
always come up with an entirely different product but changes in the existing product
may also result into developing the interest of the customers.
6. Communicate with rest of the company – As in the company variety of employees
work together under the same roof, it becomes important to have a good communication
chain between them. If the different departments are worksing effectively but the
marketing department fails to do its job in the proper manner than the whole efforts of the
business will go in vain.
7. Help in improving sales process and customer- Through establishing direct
communication with the employees better relations are set up with them. Therefore as
discussed above also it is a prime function of the marketing team to understand the
feelings of the customers (Dietrich,2014).
8. Managing marketing budget – As the other departments do, it is important for the
marketing team also to plan the budget for a particular year and work accordingly.
P2 Relation of wider organisational context and Roles and responsibilities of marketing
With the increase in competition the role of marketing has become more important in the
field of business toady. This has made marketingcommerce a no different feature from the
organisation. More and more, promoting is seen less as a particular useful unit and more
arrangement of authoritative procedures where the whole organization takes an interest in
association wide market-situated conduct. The question in this regard is whether promoting and
deals are required as controlling capacities for the effective execution of market introduction.
After doing the analysis of the cited company it was concluded that the promotion office has a
significant constructive outcome on the connection between market-situated conduct and

performance, while the business office uncovers a negative cooperation impact (Bagloee,Asadi
and Mohebbi,2014). These findings demonstrate that the responsibility regarding promoting
exercises ought to be held by the showcasing capacity instead of by the business unit. The results
of the cited company shows that the showcasing capacity assumes a vital part in executing and
effectively overseeing market introduction in organizations. The outcomes suggest that market
introduction and a solid advertising capacity are commonly reliant and demonstrate that top
directors ought to change the showcasing capacitycapability on the off chance that they plan to
adjust the entire association to the market and, along these lines, enhance business execution
(Marks,2014). The performance of the cited company also show that it has to designate power
between the showcasing and the sale purpose. If all the above given functions and roles are
maintained by the marketing team of the cited company tat it can increase the its total sales and
profitability of the company,.
TASK 2
P3 Marketing mix in planning process to achieve business objectives
business objectives
Marketing mix is the combination of all those factors that affect the demand of the
consumers. These factors are very important and strategy for each need to be formulated in a
way that it creates more and more market for the company. As the companyorganization is
dealing in product for which the customers has various other option also present in the market it
has to chooses each P effectively. This will help the company in doing more effective business in
the market. It can also be said as an important tool for the cited company and also more Ps were
added to the marketing mix after realising their importance (Falencikowski,2011). These
elements of marketing mix helps the company in reviewing the different issues which affect the
functioning of the business. DifferentVarious elements of marketing mix for MacDonald are as
follows:
 Product – The cited company is offering an extensive variety of fast food items to the
customers, for example, ground sirloin sandwiches and cheeseburgers, Big Mac, Quarter
Pounder French fries etc. The organization likewise offers different sweet products also
like servings of Mc Flurry treats, sundaes, delicate serve cones, pies. Although, the
organization has since a long time ago reported its promise to build the dietary estimation

of its suppers, but it is not successful in it. The products offered by the company are still
considered to be unhealthy for the consumers. Therefore company should work on
making their products healthy as well as tasty so that they can cover more market. The
products of the cited company are liked by all therefore if little importance is given to the
health issue it can compete with any brand of the same field.
 Place – There are a number of MacDonald stores all around the world. According to its
effective development business system, the organization expects to build up its nearness
in urban, and also, in far of places from the cities (Van,2011). The business organization
expresses that "McDonald's searches for the best areas inside the commercial centre to
give their clients services which are easily available for them. The company has to
choose the best locations in neighbourhoods and shopping centres, toll ways, and
universities where they can acquire more customers. Place should be chosen which is
easily approachable to all (Johnson,2011). The cited company is successful enough in
choosing the right place as the stores of it are evenly spread throughout the different
countries which can be reached easily by all and this way it is successful enough in
removing the drawback that it does not provide home delivery to the customers. Burger
king is a new brand which has come up with new variety of products of same type and
has opened the joints near to MacDonald and therefore this way the competition has
increased much. The facility of drive-in and drive through options also provide the
customers with extra services which gives easiness to the customers who do not wish to
waste their time (Griffin,Noble and Durmusoglu,2014).
 Price- The company is following the leadership business strategy in order to set the right
price for the product. Its prices are neither too high nor too low but are set to such point
that give maximum competition to all the other brands. As the customers are most price
sensitive the cited company works a lot to maintain the same prices as more fluctuations
effect the brand name. It has kept very moderate prices to all its products as nothing is
kept too expensive. Most of its products are available at below fifty rupees.
 Promotion- The main focus of the cited company is on the young generation and
children. They attract the small kids by providing them with small toys with different
meals. Apart from this the cited company also take help of various different schemes like
conducting games or lucky draws in which the customers are provided with scratch cards,

coupon cards in return after winning. This way they promote the brand name and create
value for money. Cinema hall advertisements, magazines, direct mail, loyalty schemes
are different tools which are used by the cited company for promotion. Apart from these
hoardings are put on major locations where it is noticed by most of the people (de,2014).
 People- People here are the customers and employees of MacDonald. Company
maintains friendly relation with their customers and maintain cleanness and quality so
that the consumer gets the maximum satisfaction. It continuously works for improving
the time limit by giving the delivery of orders as early as possible. Apart from this the
company also provide its employees with equality in the work and provide them good
working environment. They are provided with standard uniform which gives them there
different identifications.
 Physical evidence- It involves the appearance of the different outlets of the cited
company. It is important for all to maintain the attractiveness in the stores so that people
like visiting it again and again. For this the cited company has used colourful theme as
the stores are very lively and also proper maintenance is maintained. As the maximum
ratio of the customers is of the children the cited company has used a particulars mascot
in red and yellow colour which are liked by all. People like getting clicked with it and
this gives children a different satisfaction apart from the food. This concept was adopted
only in MacDonald as other like Kkfc or burger king has no such special identification
and this way it makes it different from the other (Bernanke,Antonovics and Frank,2015).
 Process- The cited company uses completely transparent process of production.
Customers can watch how the different products are produced by the company and this
way the companyorganization earns the faith of their customers. Not only this in case
where the customer wish to visit the place where the production take place he is allowed
by the company. This develops a good relation between the customers and the company.
Other companies like Kfc or burger farm do not give such services to its customers. The
production of these companiesestablishments take at different corner from where it can
not be seen by the consumer (Andreea,2012).

TASK 3
P4 Basic Marketing Plan of Mc Donald Introduction
Introduction
The MC Donald is considered as the biggest food chain in the world with over 30,000 outlets in
more than 120 countries , The company was established in 19 54. Its main products which are
offered are mac aloo tiki, burger, drench fries, etc.
Mission of MC Donald
 To provide better quality services with cleanliness and a customer's favourite place to
eat .
Vision of Mc Donald
 To be quick in providing service to the customers.
SWOT Analysis of Mc Donald
Strength of Mc Donald
 Leader in international and foreign
market
 Worldwide presence and huge impact
on competitors.
 Economies of Scale
 High revenues
Weakness of Mc Donald
 Market Saturation
 Slow in product innovation
 Product similarity in every country.
Opportunities of MC Donald
 Value added service generation
 International expansion
 Different products on different
occasions
Threats of MC Donald
 Alterations are there in the world
economy
 Fluctuations in Foreign currency.
 High tax rates.

Porters 5 forces model
 Threat of new entrants means that with the introduction of new competitors the company
is facing a heavy traffic of competition but the company is providing the products and
services in such a way that all the customers are attracted to it.
 Bargaining power of buyers means that price is made so affordable by the company that
all the consumers are ready to afford it (Bagloee,Asadi and Mohebbi,2014). For the MC
Donald the price is so affordable of French fries and burgers that every consumer can
afford it
 Bargaining power of suppliers means that the company who is supplying the [products
create such a price for the buyers that attracts them to buy the products. For MC Donald
every strategy made like offering discounts , providing one on one free is such that
consumers are attracted to purchase the products (Dawson,Hirt and Scanlan,2016).
 Rivalry Firms means that all the rivalry firms of Mc Donald like pizza hut, burger king
have dominance in their specified field but the MC Donald have the large number of
customers among all.
 Threat of Substitutes means the substitutes available by MC Donald are burger, cold
coffee, ice creams, etc.
BCG Matrix of MC Donald

 Star in the Mc Donald can be – the MC Flurry which is having hight market share with
maximum growth rate.
 Cash cows is- cheese burger as they have high market share with low market growth rate.
 Question marks- Custard pie as high market growth rate with low market share.
 Dogs are – MC Chicken as low price with low market share(Krzak,2012) .
Strategies adopted by the MC Donald
 Market penetration means that by launching few advertising campaigns the company has
attracted competitor's clients.
 Market Development is the new outlet events and new markets that are made to attract
consumers on large basis.
 Service /Program Development is the means by which company is providing the better
services in terms of better product, to the clients by taking feedback from all the
customers.
Segmentation of MC Donald