Marketing Essentials Report: Marketing Mix and Planning

This report delves into the marketing essentials of McDonald's, examining its roles and responsibilities within the marketing function and its broader organizational context. It explores the gathering and analysis of market information, marketing planning, customer support services, physical dis...Read More

Marketing Essentials

Table of Contents
INTRODUCTION...........................................................................................................................1
P1 Roles and responsibilities of marketing function..............................................................1
P2 Roles and responsibilities of marketing relate to the wider organisational context..........3
TASK 2............................................................................................................................................5
P3 Comparison of elements of marketing mix through different enterprise..........................5
TASK 3............................................................................................................................................9
P4 Marketing plan for enterprise............................................................................................9
CONCLUSION..............................................................................................................................11
REFERENCES .............................................................................................................................12

INTRODUCTION
Marketing essentials is a formal definition which define as a means of creating,
promoting and delivering goods and services. It is an activity related to products and services
designed (Papasolomou and Melanthiou, 2012). This report is based on McDonald's has
different outlets in all over the world. Is founded in 15 May 1940 in San Bernardino, California.
In this report below, will going to explain roles and responsibilities of marketing. The
elements of marketing mix and basic plan evaluation for achieving business objectives.
TASK 1
P1 Roles and responsibilities of marketing function.
Marketing functions are those who are connecting within an organisation which point
towards a customer and service team members. Their interaction lies in between research and
development. The roles and responsibilities of McDonald is to identify successful market place
for promoting them from similar products. Functions are those which includes research, plan,
promotion, customer services etc. Roles and responsibilities of marketing functions are consider
as under.
 Gathering and Analysing market information: It is an important function of marketer
which helps in gathering information and analysing in a significant manner. In this,
McDonald identify the needs and wants of customer, thus to opt product which lead
customer satisfaction. Regarding this information, product designs are formed by
labelling, branding, packaging, promoting etc.
 Marketing planning: The role of marketers in making plans for enhancing production
and sales. McDonald's specify the plan to achieve the level of production, promotion. It
helps in analysing current market situation, sales forecasting, strategies, budgets etc.
 Customer Support Services: it refers to the services provided for customer support in
sales, handling complaints, technical and maintenance services (Moons and et. al. , 2010).
This is the key to success by procuring credit services to customers. McDonald uses this
role for keeping and growing of large number of customers. These services assist for
effective and correct use of product.
 Physical Distribution: It is a function performed by marketer in distributing goods and
services. This distribution basically defines marketing and movements of products and
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services. In this, decisions are made in regarding with distribution channels like
wholesalers, retailers. McDonald plays a role in supply of finished products to
consumers. Responsibility towards this is to make focus on improvement and initiatives
in saving costs.
 Product designing and development: the designing of product includes quality, shaper,
design, packing in order to make a product. They are dealing in order to attract target
customers and for competitors product. Designing is based on shape, size, quality,
technology etc. this approach in designing helps in evaluating ideas from different
sources. The designers execute ideas in actual product and evaluating its success.
 Packaging and Labelling: Packaging refers to the designed package of the product
while labelling is a label put on the package (Mihart, 2012). They are used to protect a
particular product as a promotional tool. McDonald uses his labelled packet for their
products for identifying it easily. It contains protects, preserves, informs and sell of a
product. Customer assess each product from its package. By this it is very easy to
promote product.
 Branding: Brand name is a name by which a customer can easily remember product.
Branding is a process that involves in creating a unique name of a product by which can
easily strike on customers mind. Their aim is to make presence in market by attracting
loyal customers. McDonald is a very popular brand name for fast food which establishes
image on customer's eyes.
 Pricing of Product: The responsibility for fixing price of a product by marketing
manager. Product price is determined by cost, profit rate, competing product price etc. for
earning profit of an organisation the price of the product should be fixed. By having
variations in prices of a product may enhances the demand for that product. Fast food
products of McDonald has fixed and acceptable prices (Martin, Campbell and Harmsen,
2014).
 Promotion: it is concerned with providing relevant information to customer about
product prices, features, uses etc. the tools uses for promoting products are advertising,
personal selling etc. By this peoples are aware about and induce to buy product.
McDonald fast food products are promoted from various sources like television, social
media, newspapers etc.
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P2 Roles and responsibilities of marketing relate to the wider organisational context
Marketing is an important element and concept considered in organisational context that
helps in building strong brand image. It is a more extensive concept that comprises different
exercises of firm to make and generate profitability for long term purpose. One of the key
thought process of marketing is to attract extensive number of customers for purchasing goods
and services of organisation (Lancaster and Massingham, 2010).
 Relation of marketing division to finance division: Marketing requires huge finance
requirement and investment. Without sufficient funds and reserve company would not be
able to consolidate the departmental changes and activities for marketing. MacDonald's is
one of the multinational group and all the marketing and promotion strategies remain
same at various levels. At global level marketing sustain huge financial investment and
sources.
 Relation of marketing division to operation division: There is a cross connections are
found in terms of managing the departments and division with more effective and
efficient manner. These kind of information helps in connecting activity to attempt the
process according to the necessities and reliableness. This not just help in fulfilling the
requirements of clients and yet give competitive advantage to Companies. MacDonald's
marketing and operational division collect important information and provide equivalent
aspects to the activities departments with adequacy of creation process.
 Relation of marketing division to Human Resource division: Management of
marketing members and employees are the important task for HR managers (Lipsman
and et. al. ,2012). This remain related to marking subject to advancement of products of
company for pull in substantial number of customers.
 Relationship of marketing department with research department: Research and
development of company keep analyse the innovative concepts to improve the
appearance of products and services. It analyse the appropriate reason for distinguish the
research department with which a firm can include its decline and flow item for make it
more customer attraction towards organisation. Information gathered through R&D
division helps marketing department to present arrangement and encourage staff
members for more innovative ideas and plans. It initially demonstrate to change the last
finance requirement for analysing the requirement of organisation.
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 Relationship of marketing department with sales department: Sales is known as the
division that straightforwardly influence the exercises complete by promoting office. At
the point when firm do different limited time exercises then it increment the quantity of
organization's clients and straightforwardly increment the adequacy of offers office.
Exercises of promoting office bolster deals director in accomplish set objectives and
target related with offer of item.
 IT division with advertising capacity: IT bureau of firm is the one that recognize
different new advances and support appropriation of same for complete business tasks
(Moons and et. al., 2010). These innovation bolster advertising division in complete
different special exercises in a viable way and make huge number of clients educate
about its merchandise (Jones and Rowley, 2011.). This assistance in make and keep up a
substantial client base. Innovation help promoting director in gather and store data and
generally increment the adequacy of showcasing exercises.
TASK 2
P3 Comparison of elements of marketing mix through different enterprise.
Marketing Mix is defined as the diversification in developing the effective marketing
strategy. It consist of major four elements that are product, price, place and promotion. These
elements are crucial to make effective strategies that help in achieving predefined goals. The
important of marketing mix in MacDonald's and other company Aldi, that support in defining
and making valid comparison among these companies. It is necessary for MacDonald's to
understand the aspect of marketing mix that help in better formation of policies which help in
maximising profit and increasing productivity.
Basic MacDonald's Aldi
Product It is one of the famous food
and beverage company in
world that provides number of
quality food items. These
goods are prepared with best
quality item that fulfil
customer demand which
One of the famous retail sector
company in the world and
provide product of good
quality. This company deals
with number of food items that
are facilitate them in provide
better outcome.
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further help company to
increase its profit and market
place.
Price This company fix faithful price
for their product. Manager
applies penetration pricing
strategy that aids them in
competing well in market
(Hsu, 2011).
Manager of Aldi defines their
product price at high rate as
compared to other. This is
because their product are
luxuries so it is not possible
for company to fix price lower
than cost.
Place MacDonald's outlet are
available at number of places
in London that are easy to
approach for customer. This
consideration help buyer to go
and easily buy and eat wide
range of food product which
result in satisfying customer
satisfaction level.
Aldi is the largest retail section
in the world and have number
of stores in different part of
UK as well as in other country.
Their main focus in to target
all level of customer by
opening stores each an every
convenient locations.
Promotion Promotion is defined as the
advancement of product
speciality and features to the
customer in order to target
audience and increase the
brand name, services in the
market. MacDonald's does lost
of promotion activity by
providing discount coupons
and easy meal voucher to
customer. The promotional
The main focus of this
company is to cover social
media for promoting their
product (Griffitts, 2016).
Although their promotional
strategy is quite weak as
compared to MacDonald's.
Manager of company require
to improve these activity in
order to promote their product
in market in specific time
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strategies are quite interesting
such as, exciting voucher, sales
events, displaying message
through T.v. ads, hoarding at
public places etc.
period.
People The main focus of every
company is to provide best
services to their customer. In
MacDonald's marketing
member focus on each
promotional activity,
production member focus of
manufacture of product and
deliver of services to the
customer (Eslinger, 2014).
MacDonald's staff are trained
enough to provide better
services to customer on time
and make sure that goods are
hygienic. They are capable
enough to manage internal
activity such as production
process, they ensure that goods
are prepared with minimum
utilization of resources.
The main focus of Aldi is to
have trained and professional
workforce that will be
benefited part for company. In
Aldi, they company is facing a
problem, lack of trained and
qualified staff member as
result customer are not
satisfied with their services
and if this is not solved they
might start moving in other
stores.
Process Process is defined as the
method adopted by company in
order to improve the execution
of its services. As the main
motive of companies is to
Aldi offer their product to
customer through online
process that increase the
profitability and productivity
of company. They adopts
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generate more revenue by
producing product at minimum
cost. It is necessary for
company to have a effective
distribution system, pay system
etc. In MacDonald's the
delivery system is well
managed, pay system is
effective that help customer to
save time and satisfy
themselves.
pricing policy that will help to
satisfy customer needs.
Physical evidence. MacDonald's have number of
stores in UK as well as in other
part of nation.
Firm has unique layouts and
designs for their stores as per
the requirements of customer.
TASK 3
P4 Marketing plan for enterprise.
Covered in PPT.
CONCLUSION
From the report above it has been concluded This study is wholly about the Marketing mix
and its essential concepts-like 7p's. The study involves the procedure of marketing, marketing
planning , marketing strategies and marketing objectives. Also the importance of marketing mix
to an organisation is described in brief and the procedure of marketing mix which each company
has to follow for effective marketing strategies and their implementations.
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REFERENCES
Books and Journals:
Draelos, Z. D., 2010. Essentials of hair care often neglected: Hair cleansing. International
journal of trichology. 2(1). p.24.
Durmaz, Y., 2011. A theoretical approach to the concept of advertising in marketing.
International Journal Economic Research.[23 Januari 2015].
Eslinger, T., 2014. Mobile Magic: The Saatchi and Saatchi Guide to Mobile Marketing and
Design. John Wiley & Sons.
Griffitts, M., 2016. Human resources marketing and recruiting: Essentials of internship
management. Handbook of Human Resources Management, pp.103-118.
Hsu, W., 2011. The vocabulary thresholds of business textbooks and business research articles
for EFL learners. English for Specific Purposes. 30(4). pp.247-257.
Jones, R. and Rowley, J., 2011. Entrepreneurial marketing in small businesses: A conceptual
exploration. International Small Business Journal. 29(1). pp.25-36.
Online.
Marketing Mix. 2017. [Online]. Available through:
<http://www.marketingteacher.com/marketing-mix/>.
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