Marketing Report: McDonald's Strategies and Competitive Analysis

This report provides a comprehensive analysis of McDonald's marketing strategies, focusing on the roles and responsibilities of marketing functions within the company. It explores how McDonald's collects and analyzes market information, develops marketing plans, and manages product standardization, pricing, packaging, and branding. The report also examines the interrelationship between marketing and other key business functions, including production, finance, procurement, R&D, and personnel. Furthermore, the report compares McDonald's marketing mix (including product, price, place, and promotion) with that of its main competitor, Burger King. Finally, it outlines a basic marketing plan designed to achieve the company's objectives. The report highlights McDonald's approach to gaining a competitive advantage in the fast-food industry, and the importance of adapting to customer preferences and market trends.

MARKETING ESSENTIALS

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
LO 1.................................................................................................................................................1
P1 Roles and responsibilities of marketing functions in chosen business..................................1
P2 Roles and responsibilities to relate it in wider context..........................................................3
TASK 2............................................................................................................................................5
LO 2.................................................................................................................................................5
P3 Compare marketing mix with other competitors...................................................................5
TASK 3..........................................................................................................................................12
LO 3...............................................................................................................................................12
P4 Produce and evaluate basic marketing plan.........................................................................12
CONCLUSION..............................................................................................................................14
REFERENCES..............................................................................................................................15

INTRODUCTION
Marketing considers important role in the business that help to attain more creative
results at workplace. In this regard, different activities and tasks has been performed by
enterprise that help to operate in different areas of the world. Furthermore, it assists to target
different customers in business in respect to analysis enterprise operations and functions,
marketing elements also assists to develop significant advantages at workplace (Sharma, Nasreen
and Kumar, 2018). In this regard, present study based on McDonald's which consider operations
and functions in UK to increase systematic work performances to gather several people in
business. They compete with different competitors to gain more significant results at workplace.
In respect to gain insight information of present report, it covers roles and responsibilities of
marketing functions in selected company. Furthermore, it assists to develop roles and
responsibilities that implement in wider context. In addition to this, it includes comparison of
marketing mix with other competitors. At last, marketing plan has been developed that assists to
meet with aims and objectives in systematic manner.
TASK 1
LO 1
P1 Roles and responsibilities of marketing functions in chosen business
Marketing is useful consideration which help to create positive value to build strong
relationship with customers and capture value to get return outcomes. In McDonald's, marketing
consider several activities and tasks that assists to meet with aims and objectives in creative
perspective (Heasman and Lang, 2015). There are different roles and responsibilities has been
implemented which help to capture systematic work performance from all over the world and
identify potential products in market. It assists to improve promotional activities in the company
to attract several people:
Collect and analysis market information: In respect to ascertain desired results, it can be
stated that McDonald's has responsibility to collect relevant information. Therefore, analysis will
be conducted to attain more desired outcomes and performance as well. Gathering relevant
information is one of the important perspective of business to satisfy demand and needs of
customers (Donnelly, Simmons and Fearne, 2015). This is because, with analysis market, the
chosen business could deliver products and services as per customer taste and preferences. It
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assists to make proper decision-making strategy towards product price, quality and size. Market
research also assists to take decisions to manager with different kinds of advertisement. It is the
best aspect to target appropriate customers. There are 4ps of marketing mix determines through
product, price, place and promotion (Björk and Kauppinen-Räisänen, 2016).
Marketing planning, product designing and development: Furthermore, marketing
planning also consider important role to attain more creative work performances at workplace
that assists to target and increase market share as well. For example, McDonald's want to
increase their market share with 20%. Therefore, they need to make changes in product and
promotion strategy to attract more customers at workplace. Further, product design also assists to
accomplish related objectives which refer to make changes to get proper attraction of customers
in business (Sullivan, Ortez and Mission, 2017). The chosen company need to bring innovation
to compete with other organisation. With the help of unique product quality, quantity and price,
the company able to achieve objectives. It is the main function in chosen business environment
that help to create positive impact.
Standardisation and grading: Standardisation and grading system of McDonald's assists
to develop size, weight, colour, raw material, etc. It assists to McDonald's to determines
peculiarities in products and services in systematic manner. On the basis of different
characteristics, similar products place by McDonald's through they are selling different kinds of
burger in market (Kraak, Englund and Serrano, 2017). Furthermore, in same category, design,
size and topping help to categories products in systematic manner. In this way, company able to
produce variety of products on creative consideration. This functions assists to McDonald's to
take important decisions regarding product line, varieties of products that sold in the market to
attract maximum people. In respect to focus on target market, the company can easily develop
their creative performances to maintain proper functioning. The selected business also offers
functions in marketing plan so that it assists to attain desire aims and objectives in the enterprise
in successful way (Akhtar, Khan and Rao‐Nicholson, 2018). Attractive products and services
also help to design creative model at workplace.
Pricing and selling: Pricing is also important perspective that help to focus on
maintain creative work performances at workplace. In this regard, it is important to implement
attractive price by McDonald's to make significant advantages. Price is important element that
take place to take important decision in the business to gather important perspective at workplace
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(Kashima, Matsumoto and Fukui, 2016). Quality of products and services also settle according to
their price. As results, it will assist to focus on maintain more creative work performances at
reasonable element. Rationale of the product also consider important role in the business so that
McDonald's able to consider important marketing functions in business.
Packaging, labelling and branding: Packaging of McDonald's assists to lifting and
handling effective product that assists to meet with desired aims and objectives. Therefore, it is
important to focus on conveying desired results at workplace. With the help of proper labelling,
customer loyalty also maintain in business that assists to fulfil systematic work performances
(Banterle, Cavaliere and Stranieri, 2014). In respect to include packaging material, the chosen
organisation has responsibility to use plastic bags, tins, etc. Therefore, proper safety will be
maintain which create effective results in environment. Now-a-days, it is very important to
develop extra facilities so that customers could be attracted easily. Furthermore, customer
demand easily fulfil with provide extra benefits at workplace.
P2 Roles and responsibilities to relate it in wider context
In respect to look towards above roles and responsibilities, it can be stated that
McDonald's perform their effective functions and operations to attain desired goals. Therefore,
they are able to deliver more significant advantages at workplace that assists to meet with desired
results as well (Stanley and Stanley, 2014). Marketing information also help to identify potential
customers from different areas so that it assists to make high profits and revenue with consider
more standardisation at workplace. Furthermore, it is important to maintain significant
relationship with different functions so that company able to produce their creative
performances. Along with this, effective pricing system and selling assists to focus on desired
results at workplace (Martin, 2015). In this regard, following are different functions of
McDonald's interrelated with each other: Marketing and production: Marketing and production also interrelated with each other
which create positive impact on desired results. In this way, production capabilities
determine number and type of products that can be marketed with accurate prediction.
Sales forecast towards each product in McDonald's is important element for production
operations (Kaynak and Meulenberg, 2017). Therefore, marketing activities consider
evolution forecast that consider efficiency in production activities to identify capacity
planning through market research. Furthermore, in marketing new products are also
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developed that assists to create effective product portfolios with production capacity
planning and identifications. Marketing and finance: All marketing plans of McDonald's need to include finance
dimension. Evolution cost and profits assists to increase brand performances and product
line as well. In this way, it has been expressed that percentage of sales continuously
develop with budget and maintain more creative work performances through focus on
different strategies and marketing plans as well (Lowe, Fraser and Souza‐Monteiro,
2015). Furthermore, budgeting and profitability analysis consider key role in marketing
plan so that it assists to implement financial tools at workplace in systematic manner. In
the chosen business, marketing and financial activities interrelated because forecast
develops with assessment of capital needs and cash flow analysis. Furthermore,
marketing planning established with financing needs. Decisions about pricing policies
develop through consider credit policies with different categories of clients (Mhazo,
Hanyani-Mlambo and Masarirambi, 2015). Along with this, integrated marketing
communication develops through reporting about financial results. Marketing and procurement: Procurement function consider very important role in the
business that assists to make effective results and functioning in business. In time of
shortage of raw material, McDonald’s consider one of the important functions of an
industrial organisation. There are many businesses that forced to modify their products
and services to obtain them and attain more effective work performances in business
(Scuderi and Sturiale, 2015). Company also replace it to attain more desired results and
outcomes which help to focus on cheaper goods. In this context, the chosen business
considers their relation with different activities of marketing and procurement. Market
research regarding degree of acceptance of new material with several equipments.
Marketing research regarding identification of new suppliers of raw material also develop
which ascertain inverse relationship to procure new material. Marketing research and development: In respect to analysis market, research and
development department also consider important role that help to focus on attain more
effective work performances in business. In this way, product development activities
generally determine to develop proper efforts to obtain technological advances in
McDonald. Relevant information from marketing consider important role that obtain
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information to focus on customers’ needs and requirements (D'Amico, Armani and Guidi,
2014). Ignoring link between R&D and marketing create results from many technologies
so that it reduces effectiveness of the business to maintain more systematic and effective
results. With the help of marketing and R&D department, there is indirect relationship
consider in which new products.
 Marketing and personal: In respect to implement functions and operations of marketing
activities towards their personnel, it can be stated that McDonald focus on hiring, training
and management of appropriate development. It aid to develop primary responsibility in
personnel process so that department able to gain effective results at workplace (Wright,
Wright and Kooli, 2016). Marketing collaborate with personnel department which assists
to develop job description, screening candidates, design training program and consider
incentive system at workplace. Therefore, it can be stated that in marketing and personnel
department there is direct and inverse relationship exist. Market research of the chosen
business helps to consider internal evaluation of personnel. Furthermore, development of
implementation of marketing activities, recruitment consider with job description and
training program (Banterle, Cavaliere and Stranieri, 2014).
In respect to evaluate several benefits, it can be stated that interrelationship in marketing and
other functional department consider useful results that assists to meet with aims and objectives
in systematic manner. On the basis of relationship develop systematically. Therefore, McDonald
needs to focus on main effective results. In respect to ascertain difference between marketing and
other functions, it is essential to work systematically in the business environment. Basic
marketing decisions that are evaluated to make proper consideration with new guidance and
marketing management (Kashima, Matsumoto and Fukui, 2016).
TASK 2
LO 2
P3 Compare marketing mix with other competitors
In respect to determines effective results, organisational objectives need to implement
that assists to focus on attain more profits and revenue at workplace. In this aspect, McDonald's
able to implement aims and objectives that are attained from several activities and tasks. In this
consideration, 7Ps implement that includes different approaches involves to meet with different
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aims and objectives. Furthermore, it contains different systems that help to achieve marketing
roles. It leads with effective burger chain across the world. Furthermore, the tastiest burger and
French fries. However, there is major competitor exist of McDonald's that is Burger King. They
also demonstrate effective consideration in marketing mix strategy that help to promote products
and services in international environment.
Basis McDonald's Burger King
Product McDonald's consider different
kinds of operations and
functions in which they denote
different menu as per customer
demand and needs. They
conduct market research which
help to produce exact picture
of the business. Furthermore,
customers demand and
preferences change
continuously so that in respect
to meet with the customers
needs and requirement. The
chosen business develop their
creative work performances
through produce new product
and services (Björk and
Kauppinen-Räisänen, 2016).
Hence, the chosen business
able to replace their old
products with new so that it
assists to increase profitability
and productivity in systematic
manner. In the UK
environment, it is the best
Burger King consider different
aspect of products and
services. Therefore, they are
also satisfied their customers
through focus on their demand
and requirement as well. In
this context, product
promotion exist that develop
menu with planning of
hamburgers, desserts, etc.
Along with this, milk shakes
also offers with other products
so that effectiveness will be
develop in creative manner.
After 1957, the company
launch product that is
Whopper sandwich. Therefore,
they spread their sandwich line
in different areas of the world
to focus on variety of products
and services. With effective
menu planning, they are
majorly attracted customers in
business (Kashima,
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aspect which help to focus on
maintain creativity and attain
systematic work performances
(Akhtar, Khan and Rao‐
Nicholson, 2018).
Matsumoto and Fukui, 2016).
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Price McDonald's focus on customer
preferences that assists to meet
with desired aims and
objectives. In this regard, high
productivity and profitability
need to maintain towards
products and services.
Therefore, it helps to
demonstrate pricing strategy
with low cost. On the basis of
low price, they are able to
attract maximum customers at
workplace. Therefore, it assists
to gather relevant results
through operate systematic
work performances (Donnelly,
Simmons and Fearne, 2015).
Chosen business need to
implement low cost so that
they are able to increase
customers loyalty in different
areas of the world.
Furthermore, right pricing
strategy assists to determine
price which help to
concentrate on effectiveness.
Burger King consider
competitive pricing strategy
that assists to maintain
competition with offering
different products and services.
They are monitoring and
evaluating pricing so that
customers also feel positively
through they can attain more
desired level effectiveness at
workplace. In different types
of customer groups, those
consider different income
criteria Burger King develop
their products and services in
systematic manner. Hence,
determining pricing that is
high is not effective in which
customer feel very happy.
Along with this, access price
for customer make systematic
work performances to face
competition in the market with
different operations (Kraak,
Englund and Serrano, 2017).
Place It is another important element
of marketing mix which
consider customer access for
products and services. In the
enterprise, it has been seen that
Burger King consider their
operations and functions to
focus on different areas of
global market. Therefore, as
compare to selected business,
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McDonald's consider their
functions and operations from
online and offline so that they
are able to attract maximum
number of people.
Furthermore, physical location
and online system also using at
workplace which help to
develop creative work
performances. Moreover, the
chosen business enterprise
extensively create outlets with
spread products in the
marketplace. They ensure that
place must be determine as per
customer convenience for
consumer to accomplish
desired results and objectives
(Kashima, Matsumoto and
Fukui, 2016).
they develop their operations.
Furthermore, they are also
creating plan to make different
franchise that help to attract
maximum number of
customers at workplace. In the
particular region, franching
also assists to deliver
innovative products and
services so that target market
develop successfully to deal
with several arrangements.
Furthermore, social media
tools also implemented that
assists to attain desired goals
and objectives as well
(Sharma, Nasreen and Kumar,
2018).
Promotion In respect to implement
promotional tool, it can be
stated that effective results will
be attain through
advertisement, personal
selling, etc. Along with this,
McDonald's consider different
kinds of promotional activities
through they are able to deliver
innovative results in the
market. Furthermore, high
Promotional tools also
implemented that consider
different methods to increase
brand image. In this way,
Burger King need to use
strategies that are related with
menu and advertisement.
Along with this, agencies also
develop new concept that help
to attain and show creative
work performances (Kraak,
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