Marketing Essentials: McDonald's and Burger King Marketing Strategies

This report provides a comprehensive analysis of marketing essentials, focusing on the fast-food industry with McDonald's and Burger King as primary examples. The report begins with an introduction to the core concepts of marketing, defining its roles and responsibilities. It then delves into the key responsibilities and roles of marketing functions, including selling, transportation, storing, branding, financing, pricing, risk management, sales promotions, customer service, and procurement. The report examines how marketing functions are related to the organizational context, highlighting the interrelationships between marketing and other departments such as accounting, operations, human resources, and research and development. The report also analyzes the duties of marketing within the context of the marketing environment, considering political, economic, social, technological, legal, and environmental factors. Furthermore, the report applies the 7Ps of marketing to McDonald's and Burger King, examining their tactics and tools. A detailed marketing plan for McDonald's is developed, including an analysis of its strengths, weaknesses, and competitors, along with a market budget. The conclusion summarizes the key findings and emphasizes the importance of effective marketing strategies for business success. Finally, the report provides a list of references used throughout the analysis.

Marketing Essentials

Table of Contents
INTRODUCTION ..........................................................................................................................1
PROJECT 1......................................................................................................................................1
TASK 1............................................................................................................................................1
P1. Key responsibilities and roles of the marketing functions ...................................................1
P2: Roles and responsibilities of marketing is related with organisational context ...................3
M1 Analysis the duties of marketing in the context of marketing environment.........................6
M2: Importance of interrelationships between marketing and other functional units ...............6
D1: Critically analysis of the key elements of marketing functions ..........................................6
PROJECT 2......................................................................................................................................7
TASK 2............................................................................................................................................7
P3 7P's of marketing of McDonald's and Burger King ..............................................................7
M3: Different tactics and tools are applied by McDonald's........................................................9
TASK 3 .........................................................................................................................................10
P4: Marketing plan of McDonald's...........................................................................................10
M4: Detailed and coherent evidence based marketing ............................................................13
D2: Design a strategic marketing plan .....................................................................................13
CONCLUSION ...........................................................................................................................13
REFERENCES..............................................................................................................................14
.......................................................................................................................................................15

INTRODUCTION
Marketing is defined as a management or study of exchange relationship in an effective
manner. It is used to satisfy, keep and create the buyers and their needs and demands satisfied. It
is also identified as a set of institutions, activities and procedures of creating delivering,
exchanging, offering and communicating information about customer’s behaviour. It is a process
by which business entity creates value for clients and make a long term relationship or
connection in order to capture value from buyers in return (Bastable, 2016). Marketing is an
important and essential part of the success and development of business. With the help of this
concept, organisation can attract a large number of customers and increase their sales.
This report is based on McDonald's which is a fast food restaurant chain worldwide. It
was founded by Richard and Maurice McDonald in 1940 with a motive of achieving maximum
profits. This assignment described about the roles and responsibilities of marketing function and
its link with organisational context. It has also shown the importance of 7P's applied by two
organisations such as McDonald's and Burger King. Marketing plan of company with identifying
strengths, weaknesses, competitors and market budget of enterprise will also be determined in
this report.
PROJECT 1
TASK 1
P1. Key responsibilities and roles of the marketing functions
Marketing is determined as a management process for determining, anticipating and
satisfying customer’s requirements and needs in a profitable way (Brassington and Pettitt,
2013). It is an essential and vital concept which is followed by all organisations to create
customer value and make a strong connection with them. Functions of marketing help company
in order to attract number of customers and attain desired objectives and goals in a given time
frame (Top 9 Marketing Functions of a Business, 2017). It is identify as a manager role and
responsibility which assist an enterprise to identify & source actual successful goods for the
market. It includes various kinds of functions which are as follows:
Selling: It is define as a process whereby services and goods eventually flew to the
buyers who require them and the business execute its functions or activities of distributing its
goods among customers. It is main role and duty of selling department in order to give different
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communication channel like promotion, advertisement and other aspects to aware their buyers
towards products and services.
Traffic and transportation services: It is also an important and vital part of the business
development and success. In order to place their goods and services to another location,
McDonald's use mainly focuses on Land transport (Burke and Friedman, 2011). Without this
functions, company can not produce their products at different place so it is very essential part of
the marketing function.
Storing: It is known as an important and vital element of marketing because it supports
company to store their products. It adds both place and time utility to the business goods. By
conserving the commodity from the period of production and consumption, storage assist in
regular flow of products to the marketplace. Manager of the business plays a vital role in storing
all their products and producing as per the customers demand.
Grading, standardization and branding: It is evaluate the product quality which gives a
framework for relation between the goods of the similar type (Cooper, 2013). All these are
important because its describe, size, colour, share and quality of commodity. So it is define as a
manger responsibility who create better design in order to attract large number of the clients
towards products.
Financing: It is an essential function of both production and marketing. For example:
marketing enterprise and manufacturing concern needs working capital as well as fixed cost.
Those are required by the administrator in order to carry inventory of products, to assemble
operating expenses and lead trade credit like salesperson's wage, transporting, office expanses
and advertisement (Clow and James, 2013). It is responsibility of the finance manager to
maintain their financial transaction and do their entire activities in an effective manner.
Pricing: One of the main and essential part of the company who fix the product price as
per the demands of the customers. In regards to attract large number of the buyers, McDonald's
reasonable price of their Burger, Pizza and other food products. It is needs the determination of
some prices for various parties, consumer, retail, wholesale price. So it is role of the top
authorities to fix affordable value of their quality products or services.
Risk assuming: In marketing, there are different number of risks which are face by the
entire seller in the company. Goods may be spoilt by flood, fire, storm and other ways such as
falling prices, changing demands and bed debts. Responsibility and role of the company manger
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is to secure the products who have high risk involved with them, so that can be done by insuring
the products and services and save them from high risk.
Sales promotions and advertising: It is the marketing function which is very important
for developing demands and wants for innovative goods present in the marketplace and for
supporting the need for listing goods, promotion is follows in different cases in the campaigns
form (Desai, 2013). In order to produce as well as introduce products and services, company
applies sales promotion, publicity and other communication channels.
Customer support service: It is significant function of the marketing which assist the
manager to help their clients within providing any kind of services. There are certain facilities
which are offered by the McDonald's to their customers such as credit, after-sales, maintenance,
technical and handling complaints facilities. It is very essential and main function of the
marketing which is provides by the manger to their clients in an essential manner.
So that all are important function of the marketing which is essential for the business
development. All these are identified as a vital function of marketing which help company and
customers to purchase goods and services in a proper manner (DuBrin, 2011). McDonald's
needed to buy large quantity of raw materials. Main purpose of company for buying products of
selling them to customers. Due to this, manufacture of the business is to earn maximum profits
and revenues. It is define the main role and responsibility of the manufacture department in order
to purchase raw material in Hugh amount of quantity.
P2: Roles and responsibilities of marketing is related with organisational context
In each and every organisation, there are different number of the departments are plays
essential and vital role in business success and development. In this marketing is vital element
which is apply by all companies in order to achieving long term objectives in specific time
period (Durmaz, 2011). This concept assist the organisations to improve their efficiency and
performance in a proper manner. All departments are plays essential role and responsibility with
the help of marketing are determine under this:
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(Source: Structure of the McDonald's, 2017)
Accounting Manager: In the McDonald's, this department plays important and vital role in
business success and growth. Responsibility of this division is maintain their all transaction in an
accurate manner. It is also known as sales professionals who execute entire responsibilities with
the motive of managing his workers and clients relationship. They has role in creating innovative
business functions and activities from present buyers. In the company, they are very vital part in
identifying capital and fund for doing all activities and tasks in a proper manner (Hughes, 2011).
On the other side marketing also significant tools and techniques because without this company
cannot conduct research and development about analysing sources of fund.
Marketing Manager: In business entity, marketing department has different roles and
responsibilities in order to capture market share and attract large number of the customers with
the use of promotions, advertisement, publicity, sponsorship and other communication channel
(Jones and Rowley, 2011). They are main part of the business because they decide what
approach are used to increasing business sales and revenues. They are responsible for buying raw
martial in Hugh quantity as well as producing them according to the buyers demands. Marketing
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Illustration 1: Structure of Organisation

manager use different functions such as transportation, storing, selling, and other aspects to
introduce their produces and services at market place and customers mind.
Operational Manager: They also have different roles and duties to increase business sales and
attract Hugh number of clients towards products and services. In the organisation, they conduct
research and development programs for identifying customers needs, preferences, tastes and
market trends. They are libel for giving quality effective and friendly environment to their
employees who are working in the enterprise (Joshi, 2012). On the other side, marketing support
operational manager to investigate demands and wants of the buyers with the use of primary
research. In this aspects, manger of the company ask different questions related to the goods
variety, taste, time to time services. So in this customer feedback is very important for the
business growth.
Human resource manager: In the company, main role and responsibility of this HR department
is to recruit talented and skilled candidates who can communicate with the clients in an easy
manner. In order to increase skills and knowledge of the employees, company organise different
programs such as training, development, conferences, meetings and seminars where they can
exchange their issues, views and plans in an effective or efficient manner. They are responsible
for assuming risk, storing products in a long time period (Malhotra and et. al., 2013). On the
other hand, marketing help the business entity in regards to organise different sections to their
workers. Main purpose of conducting programs is to maximising basic knowledge and skills of
the staff members in an effective and systematic manner.
Research and development department: It is also a part of the organisational structure which
plays vital role in business development. Main responsibility of this department is to organise
research and development section to introduce their products and services at market place as well
as customers mind effectively. With the help of this section, company can introduce their
innovative and potentials goods to clients systematically. In this functions of marketing is very
important for the business entity to attract large number of the clients in a proper manner. In this
business use different promotion mix such as advertisement, publicity, sponsorship, face to face
communication and other important aspects to communicate with customers.
So all this are important and vital part of the business development and success (Mihart,
2012). In this all are plays significant role in introducing their products at market place. But
without marketing functions, all division are can not do their activities and functions in a proper
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manner. So it is said as both are interrelated with each other. Both aims and purpose is to
increasing sales and revenues of the products and services in an effective manner.
M1 Analysis the duties of marketing in the context of marketing environment
Marketing functions has different duties and responsibilities to achieving long term goals
and objectives in a specific time period. In this role of marketing manger to identify political,
economical, environmental, social, technological, legal factors who are effects on business
performances. It is identify as a part of marketing which is necessary to expanding business
activities and operation in different levels (Nguyen and Simkin, 2012). Due to this, they follows
all rules and regulations, safety and security of the community, and other aspects. In order to
promote their products and reduce cost and time of products, company should use advanced
technology.
M2: Importance of interrelationships between marketing and other functional units
Marketing and functional unit both are interrelated with each other which is very
important for making long term relation with them. With the help of good connection company
can increase their product sales and achieve desire goals and objectives in an effective manner. It
will support the business entity to survive in competitive market place and attract large number
of the buyers towards products or services. Both are important for increasing business
profitability and productivity effectively or efficiently (Papasolomou and Melanthiou, 2012).
Human resource management help the company to recruit knowledgeable candidates who can
easily attend desire objectives and goals.
D1: Critically analysis of the key elements of marketing functions
According to the Wilson, (2014) marketing functions are very important and essential for
company to introducing their products and services at marketplace. In this different functions
such as selling, storing, transporting, and other necessary elements which assist the manager to
attract large number of the customers.
On the other side Melanthiou, (2012) marketing functions are very costly (such as
publicity, advertisement) for the company, so it is few business are apply in producing their
goods to customers. It is depend of the market trends, and demands of the customers which is
also big difficulty for the company.
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PROJECT 2
TASK 2
P3 7P's of marketing of McDonald's and Burger King
Marketing mix: It is very essential and necessary part of the business entity in order to
introduce their all quality products, promotions channel, place, people, process and physical
evidence to the buyers (Pike, 2015). All these are elements are support the company to gain
maximum profits and competitive advantages effectively.
There are two organisation such as McDonald's and Burger King, both are have same
industry and give similar products to the customers. So marketing mix of both companies are as
follows:
Marketing Mix McDonald's Burger King
Product McDonald's produce different
varieties in non-vegetarian and
vegetarian burgers to their
customers. These products
like: Salad sandwich, Aloo
Tikki Burger, Mc Chicken
burger and other goods. They
also gives normal combos with
medium soft drinks and fries.
This company must give value
to a buyers but it is not
touchable at smiler period. In
this company introduce their
innovative goods and changing
the present products (Rebore,
2011). They produces non-veg
Menus frozen desserts and veg
menus beverages. It has
particular cooking equipments
and area.
Price Priced of McDonald's burger is
between 20 to 48, Non-
vegetarian burgers cost is 30 to
60, wrap Paneer salsa is 45-50,
potato wedges at 20, medium
shakes at 45. In the business,
there are large number of food
Pricing of the products must be
entail and competitive
advantages. Pricing strategy of
the goods which can comprise
offers and discounts. In the
organisation, company can set
affordable price in order to
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variates with different prices.
So it is said as business use
differentiates pricing strategy.
attract different number of the
customers.
Place Business outlets are equally
dispersed throughout the
national capital regions. This
company does not provides
home delivery services but its
markets are very promptly
accessible. They also gives
take away facilities to their
potentials and target clients in
an effective manner (Ryan,
2016).
It is known as a location where
hug number of the buyers
buyers can purchase the
products and services. This is
complete through various
channels like retailers, internet
and wholesaler. They mainly
placed at prime area, big cities,
and residential areas etc.
People The workers in the company
have a good standard uniform.
In this they mainly emphasis
on promote and friendly
facilities to its buyers from
their staff workers.
It is mainly refers to the
administrator, workers, buyers
and everybody. So it is
important for each and every
person to recognize that the
notoriety of the product or
brand. Manager of Burger king
headed all outlets in an
effective manner.
Promotions McDonald's mainly emphasis
on targeting children. There
are certain ways in order to
marking childes such as small
toys in happy meals. Along
with this, different strategy for
wining pricing schemes by
It is very essential and
important part of
communicating all issues and
views with the customers
towards how they offer
(Silberschatz and et. al., 2014).
In this they communicate
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way of scratch cards, lucky
draws are provided when an
order to located on the certain
mean combos. Due to this,
different value and economical
meals also individual to the
buyers that purchasing
particular goods output in
highest value for fund for the
clients.
regarding the advantages of
using a specific services or
products. Target customers of
the Burger King is also
children. In this they use lucky
promotion schemes. They use
different aspects as banners,
pamphlets and various media
like hoarding, Bus Shelters and
TVs etc.
Process In the business product
manufacturing procedures is
entirely transparent like; whole
activities is seeable to the
buyers. In this business can
allows their buyers to judge
and views the hygienic or
healthful standards.
It is known as a best activities
and methods of giving a
services and products. In this
they apply product
manufacturing transparent to
buyers, training to retail
merchant etc. Recently they
follow innovative approach of
food distribution and
packaging.
Physical Evidence McDonald's mainly emphasis
on hygienic and clean interiors
of is markets and at the similar
period these are attractive
(Wilson, 2014). So in this
company maintain and retain
correct decorum or structure at
its joints.
It is refers to the knowledge
and content of using a services
& products. So in this facilities
goes to the clients which is
important to support them
buyers in order to purchasing a
products.
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M3: Different tactics and tools are applied by McDonald's
In order to promote their products and services McDonald's use different types of tools
and tactics such as communication channel, pricing strategies, effective outlets, and other
essential techniques. These are involves advertisement, sales promotions, publicity, sponsorship
social media like TVs, hoarding, Bus Shelters and other important tactics in an effective manner.
In business, there are large number of the products are available either vegetarian and non-
vegetarian that have various prices.
TASK 3
P4: Marketing plan of McDonald's
Marketing plan: It is very essential and important elements which is define the all
situation of the company at market place (Wilson, 2014). It includes all details of the business
regarding its Strengths, weakness, threats, opportunities, competitors, vision, mission, objectives
and other essential informations.
Overview of the McDonald's: It is a fast food retailer and biggest food chain industry in
all over the world. It was established in 1940 by Richard and Maurice McDonald's at US, Oak
Brook. They covers 36,900 location in worldwide and produce different products such as
hamburgers, French fries, soft drinks, chicken, coffee, breakfast, salads, wraps and milkshakes
etc. In the company, there are 375,000 employees are work with motive of achieving long term
goals and objectives in a given time period.
Objectives of the company: One of the main objectives of the McDonald's is to provides
quality products and services to the potentials or target customers. Motive is to achieve
maximum profits or revenues as well as attain long term objectives and targets in a specific time
period in an effective manner (Desai, 2013). Main objectives of the business is to maximise sales
or revenue by 40% in future months. In order to maximise brand awareness and consistence
among non-existing customers.
Vision of the business: “To be the best and quick service restaurant knowledge and
experience”.
Mission of the company: “To be our buyer's popular way and place to consume with
inspired person who pleasure each and every clients with unmatched services, value, cleanliness
and quality every time”.
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SWOT Analysis
Strengths Weaknesses
 Successful brand name and
advertisement
 Collaboration with Heinz ketchup,
Dannon Yogurt and Coke.
 Socially responsible and labile with
charities.
 Quality and Safety food (Clow and
James, 2013).
 Strong brand image, reputation and
name.
 Large number of the market share.
 Good making schemes and strategies
 Employed turnover rate is very high.
 Price competitions.
 Management fail down to view trends
and way that do not fit.
 Monitoring quality of goods with
franchised operations.
 Publicity of unhealthy food menu in a
negative way.
 Unhealthy food reputation and image.
 Buyers looses related to fierce
competitions.
 One of the main weakness is unbalance
meals.
Threats Opportunities
 Legal authorities are considering rules
and legislations targeting fast food.
 Serious environment problems
 Economic recession
 Currency fluctuation
 Variation in product prices
 Upscale restaurants
 Offering their products and services
only 1% of the global populations.
 Enlarging to innovative part of universe
 Organic products for health or wellness
conscious (Cooper, 2013).
 Appearance of discounts and freebies
 Diverse needs and tastes of buyers
 Home meal delivery
 Expansion in national level.
Competitor Analysis: This evaluation define the business challengers who are produce
same products at similar place to the customers. McDonald's has different competitors such as
Yum; Brands, Burger King Corporation, Pizza Hut, KFC, Jak in the box and other challengers.
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McDonald's STP: It is define the business segment, target group and positioning in
market place. So these are identity as follows:
Segment Person happy to have a delicious and hygienic
non food products at a restaurant.
Target group They targeted, children, family and youth.
Positioning Company is a fun and joy filled fast food
goods the whole family to relish.
Marketing objectives: Recently business entity is emphasising on service and products
delivery in time to time because of buyers that do not have more period now day while utilising
E-Media for advertisement and promotions (Burke and Friedman, 2011).
Marketing Budget: Marketing budget is designed and planned to assist the strategies so
in this they required more expenses. In the company, this budgets are allocated and designed
after evaluating the above schemes on hand. In order to manage all budget of the company,
financial manager plays vital role in order to maintaining all financial transaction in an effective
manner.
Marketing budget
Particulars 1st year 2nd year 3rd year 4th year 5th year
Initial money 6000 9000 8000 15000 23000
Investment 15000 20000 30000 12000
Total 6000 24000 28000 45000 35000
Marketing outlay
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Promotion 1000 2000 3000 3000 4000
Sales publicity 500 500 500 500 500
Direct selling 1000 2000 3000 2000 3000
Total 2500 4500 6500 5500 7500
Control and monitoring: Main focus of the McDonald's is to evaluating all plans and
policies in an effective manner. In regards to organise business functions and operations for
attaining success and development of the organisation.
M4: Detailed and coherent evidence based marketing
Marketing is very essential and important part of the business success and development.
Marketing plan is significant aspects which includes entire information regarding business entity
such as overviews, SWOT, competitors Analysis, mission, vision, target, positioning,
segmentation and market budget of the company (Brassington and Pettitt, 2013). All these are
define the company situation in competitive market place.
D2: Design a strategic marketing plan
Strategic marketing plans covers the 7P's of the marketing mix which is very important
and essential for the business. All these are identify as place, people, promotion, process,
physical evidence, product and other useful parts which are includes in this. McDonald's offers
different types of foods such as vegetarian and non-vegetarian Berger to their customers
(Bastable, 2016). In order to produce all products they set differentiate pricing strategy which
support the buyers to buy products and services. With the help of all information and data,
buyers can easily purchase products and services in an effective manner.
CONCLUSION
As per the above mentioned report, it can be concluded that marketing is vital elements of
the company development and growth. For achievement of long term goals and objectives,
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business organisation can use different tools and techniques like 7P's of marketing, functions and
other essential aspects. Marketing functions plays important role in order to introducing
innovative and potentials products to customers. All functions are interrelated with
organisational departments such as human resource, accounting, operational and other division
who plays vital role in order to achieving desire objectives and goals in given time period.
Marketing plan also significant that covers all informations and data about business strategies,
strengths, weakness, competitors, threats and opportunities, annual budget and
STP(Segmentation, targeting and positioning) etc. All these are support the customers to
understand company products, services and their positioning in competitive market place.
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