Marketing Essentials Report: McDonald's and Burger King Comparison

This report provides a comprehensive analysis of McDonald's marketing strategies, examining key roles and responsibilities of marketing functions within the organization and in relation to the marketing environment. It explores the application of the marketing mix, comparing McDonald's to Burger King, and designs a strategic marketing plan utilizing the 7Ps framework. The report covers various marketing functions, including distribution, product and service management, pricing, financing, promotion, and marketing information management. It delves into marketing concepts such as production, product, selling, and societal marketing, emphasizing their relevance to McDonald's. Furthermore, it discusses the interrelationships between marketing and other organizational functions, such as finance, production, human resources, and operations. The report concludes with a detailed marketing plan, including SWOT analysis, competitive analysis, and a vision and mission statement for McDonald's.

Marketing
Essentials

Table of Contents
INTRODUCTION ..........................................................................................................................1
TASK 1............................................................................................................................................1
P1. Key roles and responsibilities of marketing functions..........................................................1
M1 Responsibilities and duties of marketing in the relation of marketing environment ...........3
P2. Roles and responsibilities of marketing functions in organisational context.......................3
M2 Importance of interrelationships between marketing and other functions of company........6
D1 Critical analysis of key elements of marketing functions ....................................................6
TASK 2............................................................................................................................................7
P3 Comparison between two organisation that use marketing mix ...........................................7
M3 Various kind of tactics chosen by the company.................................................................10
D2 Design a strategic marketing plan with the use of 7Ps........................................................10
TASK 3..........................................................................................................................................10
P4 Marketing plan of the organisation......................................................................................10
M4 Evidence-based marketing plan .........................................................................................13
CONCLUSION .............................................................................................................................13
.......................................................................................................................................................13
REFERENCES..............................................................................................................................14

INTRODUCTION
Marketing is an effective activity by which business develop value for clients and make
long lasting relationship in order to capture value from audience in return. It is know as social
process by which organisational and individuals find what they want and require through
exchanging and developing value with others. Marketing is the best activity of management for
satisfying, identifying and anticipating customer needs profitably. Marketing is very important
for the company in order to leads their growth and success in few duration (Baker and et. al.,
2016). It assist the business entity to gain better image and goodwill in marketplace and in the
mind of customer's.
This report is based on McDonald's, it is an American Fast food restaurant in all over the
world. It was established by Richard and Maurice Mcdonald in 1940 at United States, San
Bernardino, California and many other places. This assignment determined about the roles of
marketing functions and its relation with the organisation. Comparison between McDonald's and
Burger King with the help of marketing mix, it is shown in this study. Marketing plan of the
McDonald's help them to identify their all elements such as SWOT, competitive, vision, mission
and many other which is also described in this project.
TASK 1
P1. Key roles and responsibilities of marketing functions
Marketing: It is an activity and process for delivering, communicating, exchanging and
developing customer value in a systematic manner. It is the operational function of an enterprise
that deals with different activities or actions that are accomplished in order to create the people
alert regarding the service and products. A market is an effective place where large number of
the buyers and sellers are meet together with the motive of providing and selling goods to the
customers. In order to maximise the turnover, requirement of seller is to use various marketing
and advertising strategies to develop knowingness regarding the commodities present in the
marketplace (Brassington and Pettitt, 2013).
Functions of marketing: These are important and essential part of the McDonald's in order to
increase their sales and turnover in limited time period (Functions of marketing, 2017). It also
assist the business entity to introduce their all products and services to the customers by using
advertising, promotion and many other techniques. Marketing functions includes different
elements which are used by the referred restaurant are as follows:
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Distribution: McDonald's has large number of restaurants in all over the model. It is an
important and foremost function the marketing which assist them in order to increase their sales
and turnover. Most prominent locations of company products or services can be analysis its
restaurants. There are also some other places where McDonald's use to produce its products such
as Kiosks, McDonald's mobile app and Postmates Website.
Product and service management: In the restaurant, there are different variety of
products and services are available (Brooks and Simkin, 2012). This function involves
developing, obtaining, improving and maintaining a service and product mix in reaction to
market opportunities.
Pricing: McDonald's provides large number of the services and products to the customers
at reasonable price. In the restaurant, there are different variety of food are available with
different price, it help the clients to purchase goods as per their needs and demands.
Financing: It is also essential and significant function of the marketing which assist the
company in order to do their all activities and functions in a systematic manner. Without this
McDonald's can not maximise their sales and reputation in marketplace.
Promotion: Company is always coming out with new deals and commercials. It is very
important and essential function of the marketing because with the use of this, company easily
introduce their all products and services quickly. Main role of this aspect is to give entire
information related to the business products to the customers speedily.
Marketing information management: McDonald's is the largest and well known
organisation in all over the globe for their cheap product, but currently they have been
demanding to produce healthy and quality cheap food.
Marketing concept, including future and current trends: Concept of marketing is classified into
five parts which depict the essential of marketing at McDonald's. These element involves the
future as well as current tendency for a successful planning of marketing (Campbell and Martin,
2015). These are determine as below:
Production concepts: It is mainly based on consumer perception, which means they are
inclined due to the goods which are accessible in product quantities in place at reasonable price.
Therefore, operational capacity of restaurant must emphases on maximising the rate of
production.
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Product concept: In this consumer select and relate the goods which have more value for
quality, new approach and money. It is beneficial for the restaurant in order to maximise their
turnover and sales in limited time period.
Selling concept: Perception of the new client attracts due to promotions, the customer
tend to emphasis over the service and goods which are advertise in the marketplace in aggressive
way.
Marketing concept: It is main concept that help the company to identify needs and wants
of the customers about their product and services. It mainly depict the business image and brand
value in customer's mind and in the market.
Societal marketing concept: It is identify the main emphasis over requirements and
wants of target audience, so the client will choose our product over the another people in market
(Caragher, 2016).
M1 Responsibilities and duties of marketing in the relation of marketing environment
The major responsibility of marketing in the relation of marketing environment, it can be
determined as below:
Marketing management is identify as an effective process of designing and execution of
different elements of marketing. It involves distributions, promotions, pricing and many other
which regard the target customer of the restaurant. Marketing role can be described as:
Marketing strategies: Main role and duty of marketing is to create marketing strategies
as well as plan for the enterprise. Needs of manger is to recognise the customers requirement and
give their services and goods accordingly.
Marketing information system: MIS gives the data about different force such as
planning, implementation, product, monitoring marketing strategies.
Controlling of marketing environment: Process of marketing have essential duty in the
determination of innovative improvement in the environment of marketing (Desai, 2013). These
development consists, socio-economic factor, dynamic market traits, external and internal
variation of market, legal and political modification etc.
P2. Roles and responsibilities of marketing functions in organisational context
Functions of marketing enclose different functions and aspects such as finance,
advertising, distribution and many other system but these are known as an activities which exist
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under the marketing process. Key elements and components of marketing functions which are
determined as below:
Research: Market research is very essential and important which plays vital role in the
success and development of company. Without investigation activity, McDonald's can not
identify needs and wants of their customers as well as not accomplish predetermined objectives
easily. Research assist in acquiring the necessary information and data about entire factors
relating business activity. Not only information of market but also logistics, resources, raw
material, finance and many other aspects can be attained due to investigation only. Thence, it is
identified to be an essential function of marketing among business entity.
Strategy: After the assemblage of entire data and function from the investigation, it is
take to justice whole possible weakness and strengths among the different operations of business.
This prepared information allows us to create an effective plan for scheme which can applied in
the enterprise. The strategies give essential and accurate direction for engaging with the forceful
market and grow in the environment of market (Dibb and Simkin, 2013). These are make over
entire outcomes and realistic possibilities which are evaluated due to research.
Planning: It is also very important and essential part of the business success and
development. McDonald's plan to increase their distribution channel in all over the world. It
assist the restaurant to improve their brand and goodwill in marketplace and customer's mind.
After successful achievement of strategy and investigation process, the another marketing
function is planning marketing division consists sales figures forecasting, financial planning,
communication, distributions and many other force of restaurant.
Tactics: It is a last and fourth core function of marketing which is important for the
organisation to achieve set goals and objectives in limited time period. These are identify as a
short and small plans which are created to attract million number of target audience. They
consists limited time extends which gives promotional improve in the plan of marketing such as
discounts, coupons, buy one get one free and many other offers (Ebert and Griffin, 2015). It
assist in controlling the beginning stress from the challengers and enhance in the sales.
The above state in the evaluation and investigation of core components of marketing
functions. Connection of the marketing functions and activities with the organisational functions
are determined as below:
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Marketing functions with financial department of McDonald's: Functions of marketing
is intimately connected with the business functions in an effective and effective manner. It can
be determined with an instance of financial division relation with the department of marketing.
Functions of marketing needs economic resources or factors for the utilisation, planning,
evaluation and investigation of marketing planning and strategy among restaurant, it is given by
the accountant of an organisation (Gamble and et. al., 2011). Functions of marketing cannot
work or task without accurate communication and gathering with financial group in the business.
Similarly, in enterprise, marketing functions are important and closely related with another
divisions of the McDonald's.
Marketing functions with production department of McDonald's: Marketing functions
and activities needs proper description or category from the department of production about the
services and products of McDonald's to give an effective marketing plan. This department play
essential and important role in the development and success of the company without this
department business entity cannot maximise their turnover. Main role of this division is use
different tools and techniques of marketing in order to provide restaurant products and services
to the end user quickly.
Marketing functions with human resource department of McDonald's: Functions of
marketing is very essential and important part of the each and every department to accomplish
their predetermine gaols and objectives in limited time period. These functions also needs HR
from human resource department in order to recruit and select knowingness candidates in few
time duration. With the help of marketing tool, manager of the McDonald's easily introduce their
job profile to the candidates who are interested for this position (Hsu, 2011). In this HR from
human resource division, economic assist from accounts department and logistics or supply from
distribution network.
Marketing functions with operational department of McDonald's The operation and
function of marketing require to be transmitted and build by the other division of an enterprise.
For instance: the human resource policies and plan of action must be combined with the
department of marketing to maximise the sales and revenues. In this, team of production must
communicate the data about the services and products in order to make a proper marketing plan
of action for the McDonald's. If functions of marketing is do not understand about the stock of
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production capacity and raw material of the organisation, them plan of marketing will output into
losses and blunder.
Thus, the functions of marketing are connected with entire functions of business entity in
essentially. Without marketing, each and every department of the McDonald's can not introduced
their all products and services in the marketplace. In this referred restaurant use different kind of
promotions mix such as advertisement, promotions, publicity, sponsorship, sales promotion and
many other useful tools. All these are highly supported to the company to attract large number of
the customers and increase their sales in limited time period (Judge and Robbins, 2015). All
those functions of marketing such as Product and service management, Pricing, Financing,
Promotion, Marketing information management, these are closely related with the department of
organisation.
M2 Importance of interrelationships between marketing and other functions of company
Interpretation between different department of organisation and functions of marketing
are more important for the growth and development of restaurant. In the McDonald's there are
various departments which are play critical role in accomplishment of long term goals and
objectives. But without marketing functions, company can not attain their predetermine targets
easily, so it is essential for maintaining the long lasting relationship with customers (Koontz,
2010). Product and service management, Financing, Pricing, Marketing information management
and Promotion are key functions of marketing in this role of various department such as
operational, human resource, finance and production play vital duty in order to enhance
profitability and productivity.
D1 Critical analysis of key elements of marketing functions
According to the..... Different components of marketing functions such as Financing,
pricing, promotion, product & service management, marketing information management, these
are essential for the company to increase their sales and revenues as well as as well as maintain
long lasting relationship with customers.
On the other hand....... key elements of marketing functions and activities assist the
McDonald's in order to enhance profitability and productivity. With the use of entire function,
McDonald easily introduced their products and services to the customers in an easy manner.
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TASK 2
P3 Comparison between two organisation that use marketing mix
Marketing mix: It is identified as a tactics and set of action, that an organisation apply to
advertise its product and brand in marketplace and in the mind of customer's. It is very essential
and beneficial aspect of the company to identify their 7P's such as product, price, place,
promotions, process, people and physical Evidence. All these are important for the achievement
of business goals and objectives in limited time duration (Malhotra, Birks and Wills, 2013). This
aspect apply by each and every company to determine their products and services to the
customers.
McDonald's and Burger King use marketing mix in order to introduced their product,
price, place, promotion, physical evidence, process and people in the marketplace and to the
customers in a quick way (Marketing Mix, 2017). Both restaurant are use marketing mix with the
help of different aspects, strategies and many other tools. Comparison between McDonald's and
Burger king with the assist of 7P's, these are describe as below:
Marketing Mix McDonald's Burger King
Product It is identifies of how business
must manufacture, design the
goods which enhance the
experience of all audience.
McDonald's includes particular
feature of its products and
service like desirability,
packaging etc. McDonald
constantly enhance its services
and goods according to the
quick modifying tastes and
desires of its audience (Mihart,
2012). Best instances in the
starting of Chicken
McNuggests and Chicken
Burger King provides,
cheeseburgers, hamburgers, as
well as hash brown, salads,
onion rings, fries, juice, coffee,
pies, cookies, shakes and many
other food products to the
customers at reasonable rate.
In order to provide healthy and
quality products to the
customers, they can easily
accomplish predetermined
goals and objectives in limited
time period.
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Maharaja Mac.
Place It is one of the best element
includes distribution channel
and outlet of the company. In
UK almost 605 of McDonald's
places are placed 3 minutes
gone from together. Thee are
particular level of fun and
happiness which restaurant
offers to its clients. If extend
value position or view that lay
on the needs of the audience.
Burger King launch its
business through franchises,
under this preparation, the
franchisees spend in the
seating, equipment, decor,
signage, which the business
leases or owns the building
and land (Nguyen and Simkin,
2012).
Price Strategy of the price is one of
the main and foremost element
when it appears to marketing.
Such aspect consist price
classification, when any kind
of payment and discount
service available. McDonald's
has bundling and specific
value pricing strategy like
happy, family, combo meal
and joyful price menu to
enhance entire turnover of the
products and services.
Burger king currently united
McDonald's in providing a$1
goods such as double cheese
burger. They will continue in
order to sell its innovative
premium burger to the
customers at affordable cost.
Promotion It is one of the essential and
main element in order to
introduce their products and
services to the customers
speedily (Lamb, Hair and
In order to promote and
advertise their products and
services to the customers,
Burger King use different kind
of promotional mix such as
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McDaniel, 2011). Ad play a
vital role for goods
advertisement such as
billboard, TV Promotion,
posters and many others.
sponsorship, home delivery,
sales promotions and many
others aspects.
People McDonald's know the
importance of both workers
and customers. Philosophy of
services, quality, value and
cleanliness is the leading unit
behinds its products and
services (Ormrod, 2014).
In the restaurant, there are
different number of employees
who are working with each
other and have motive to
accomplish predetermine goals
and objectives. In order to
maintain long lasting
relationship with customers,
company should try to provide
healthy products and services
to the them.
Process It is also important and
essential component of the
marketing mix which is useful
for the company to create their
effective process of
production. They apply
different process such as
training to the merchant, new
approach of food distribution
and packaging.
Strategy of Burger king is
mainly emphasised on the
customer class that pay the
more fund at its restaurants.
They apply different process
and activities to maximise
their sales and maintain
relationship with the customers
in an effective and efficient
manner.
Physical Evidence It appearance effects alone
with the impression or belief
external have of an enterprise
(Peter and Donnelly, 2011). In
The organisation is in the
activity of creating its
goodwill through key variation
in it décor. They launch their
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