Marketing Essentials Report: Roles, Mix, and Planning Analysis

This report delves into the essentials of marketing, examining the roles and responsibilities within the marketing function, particularly in the context of McDonald's. It explores market research, distribution, and promotional strategies, highlighting their significance in achieving company objectives. The report then analyzes the application of the marketing mix to the marketing planning process, using McDonald's, Aldi, and ASDA as case studies. The report emphasizes the importance of understanding the marketing mix, which includes product, price, place, and promotion, and how these elements contribute to a successful marketing strategy. Furthermore, the report concludes with a basic marketing plan for Aldi, demonstrating the practical application of the concepts discussed. The report provides a comprehensive overview of marketing principles and their practical implementation within the fast-food and retail industries.

MARKETING ESSENTIALS

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1. Major roles and responsibilities associated with marketing function in context of
McDonald's.............................................................................................................................1
P2 Roles and responsibilities related with marketing.............................................................3
TASK 2............................................................................................................................................5
P3 Application of marketing mix to marketing planning process..........................................5
TASK 3............................................................................................................................................3
P4 Produce and evaluate a basic marketing plan for Aldi......................................................3
CONCLUSION................................................................................................................................6
REFERENCES ...............................................................................................................................7
.........................................................................................................................................................8

INTRODUCTION
The concept of marketing is one of the major factor with the help of which any
organisation can achieve its target. In other word, marketing can be defined as the way by which
company aims to produce and deliver product as per the customer demand (Blythe, 2012).
Marketing essentials on the other hand used to combine all those areas with the help of which
concept of marketing can be evaluated. It consists of several elements and factors of marketing.
Possible points that can be included under marketing essentials are supply chain, marketing mix,
marketing channel and many more. It is necessary for any organisation to know the border
concept behind marketing so that they can achieve their company's objective in the most
effective manner (Berkowitz, 2016). As per this report, McDonald's is one of the leading brand
in all over the world. They are mainly into fast food restaurant. Their popularity can be seen by
the fact that they are having 36,900 outlets worldwide. They are responsible to serve large
number of customers by providing best quality services.
TASK 1
P1. Major roles and responsibilities associated with marketing function in context of McDonald's
In order to understand the entire concept of marketing, it is necessary to know its major
functions that is being performed in order to achieve the objective of a company. According to
this report, McDonald's is the most popular company which basically indulged in providing fast
foods. Given below are the major functions of marketing in respect of McDonald's.
Market research- It is one of the most important task of any organisation. On the basis
of market research, a company can formulate its strategy as per their objective. That is why,
having a good market research can lead to generate best outcomes for the company. This mainly
comes under the major functions of marketing (Lipsman and et. al., 2012). McDonald's as
mentioned in this report has a tremendous command over market. This becomes possible due to
their extensive market research. There are various factors that must be considered under the
concept of market research. There are various types of market research that a company adopts in
order to attain its target. It includes focus groups, phone surveys, testing and many more. It can
be defined as the way by which producers, customers and at last end users are linked to the
marketers with the use of information. A company have so many reasons to go through market
survey. One of the major reason is that organisation must be aware about the market trends and
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competitions. In this way, company can formulate best strategy for their company. Other benefit
of market research for the mentioned company McDonald's is that it get to know about the taste
and preferences and thus they can adopt those ideas and plans to full fill customers demand.
Distribution- This is again a very major function performed by marketing department.
Distribution plays a major role to make available the products and services from the producer to
the customer (Desai, 2013). It is necessary for the company like McDonald's to know the
purpose behind establishing a distribution channel. Various approaches towards setting up of
distribution network depends upon many factors such as type of products and services, target
market, geographic scope related to the operations and so on. There are mainly three approaches
towards distribution which must be considered by the mentioned company.
Mass distribution- This is also known as intensive distribution. In this, organisation wants to
consider strongest intermediaries so that products can be reached to broad market base.
Selective distribution- In this type of distribution, producer strict to number of outlets which is
responsible to handle a product.
Exclusive distribution-
Promotion- The major factor which plays a vital role in the success of any company is
the promotional techniques adopted by organisation (Nguyen and Simkin, 2012). Promotion is
very important in order to make customer aware about the features, mission, goal and objective
of company. If customers will be aware about the product and service, then only they can buy it.
As promotional strategies are decided by marketing manager. In context of this report, it can be
evaluated that McDonald's has adopted many attractive promotional strategies in order to seek
the attention of customers. By their best promotional techniques, the company is one of the
major name in the context of fast food restaurant in all over the world. There are various
promotional strategies presented in the market. Best utilisation of social media again a very
major factor which is used by several companies in order to promote their product and services.
McDonald's has used social media like Facebook, twitter, Instagram to make people aware about
its offers, as most of the people are going online which means people will surely notice this
(Kennedy and Parsons, 2014). Promotion may involves sample testing of newly introduced
products to their customer.
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On the basis of above, it can be concluded that there are so many roles and
responsibilities linked with marketing and thus it becomes necessary to perform each and every
task in order to achieve the overall objective of the company.
As per the above crucial functions of the organisation, given below are some of the roles and
responsibilities associated with marketing functions:
To achieve the target of the company- After performing all the major functions of
marketing, it is now possible for the company to achieve its goal (Pike, 2015). Thus, it is
necessary for the mentioned company to be more specific about functions that is performed by
marketing department. In this way, McDonald's would be able to perform other operations within
their company.
Getting best result- If companies like McDonald's can perform all its major functions that
means this will increase the overall efficiency of the outputs (Ogunmokun and Tang, 2012).
Getting maximum number of market shares and profit are all that matters for a company. With
the help of best suitable marketing strategies, McDonald's has become one of the leading brand
in all over the world.
P2 Roles and responsibilities related with marketing.
Responsibilities associated with marketing plays a major role in performing of other
functions of the company. It is important to understand the major role performed by marketing
department because this helps the company to successfully perform other major operations of
organisation. As far as McDonald's is concern about, it has been evaluated that this company has
strongest marketing strategies (Griffitts, 2016). As these techniques under marketing directly
helps the company to perform other major functions as well. The major roles and responsibilities
of marketing may involves selling, promotion, pricing, distribution and marketing research.
These functions of marketing must be performed in the most effective manner so that other
major operations of organisation can also be performed. Major ways with the help of which
marketing can plays a crucial in the establishment of other marketing functions area s follows:
Concept of promotion supports sales team- As it is a well known fact promotion is
very important for any company. As far as McDonald's is concern about, it has been found that
this company has a very strong marketing strategies (Illing, and Anders, 2016). Company has
able to create its brand image in the market due to several promotional techniques. From this
observation, it can be concluded that on the basis of impact of promotion on the organisation,
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sales team can determine ways by which company can increase the overall sales of the company.
Various decisions are taken by sales manager in order to maximizes sales of the mentioned
company. These decisions are based upon several factors and promotional techniques is one of
themselves. That is why, it is necessary for the company to follow best promotional strategy in
order to achieve best possible results. This depends upon the objective of the company to follow
most suitable promotional strategies with the help of which they can attain alevel of sustanabilty
in the market.
Distribution helps demand and supply department- As distribution plays a major role
in determining the efficiency of work performed by the organisation. Distribution helps the
company to make availability of product to its final customer (Diana, 2012). As its name suggest,
with the help of distribution various products gets delivered to the final customer. As it was
already mentioned that on the basis of distribution, companies demand and supply can vary. In
other word, it can be concluded that distribution helps the organisation to maintain and manage
its demand and supply chain.
It is very important for any company to maintain and monitor its demand and supply
chain. This is because resources are the major element with the help of which mentioned
company can achieve its target (Coombs, 2012). Company needs to make sure that there must be
proper supply of raw material as per the demand of customers. Therefore, it becomes necessary
for McDonald's to work upon various marketing strategies so that other functions like supply and
demand of the company can be easily maintained.
Market research helps R and D department- Market research is very important in
order to determine those factors which can affect company's overall objective. McDonald's has
conducted market research in order to know the market trends in food and major preferences of
customer. This is one of the major functions that is performed by any marketing department.
This function affect Research and development department of the company in such way that the
final product produced will be as per the market research. Given below are the major affect of
market research on R and D department.
1. It can change the entire techniques to achieve a set of target- As company has a set
of purpose to conduct market research and that is why, one of the major affect of market research
on Rand D department is that company can entirely change, replace and even alter the existing
techniques or method used by the company (Batt, 2013). Research and development department
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uses several factors that is derived from market research in order to attain the objective of this
department. As it is a well known fact that research and development department plays a major
role in order to develop company's objective and plans with the aim of its implementation in the
most effective manner.
2. Company's growth depends upon current market research- It is evaluated that
company's research and development department is responsible for meeting organisational goal.
The major objective of this department can only be achieved, if company have already conducted
market research.
On the basis of this, it can be concluded that functions of marketing plays a major role in
setting up of other functions of the organisation.
TASK 2
P3 Application of marketing mix to marketing planning process
Marketing mix is an effective concept, which can be used in different ways. There will be
defined marketing mix with reference of three companies, which stated under following:
Basis Mc Donald's ALDI ASDA
Product This company focuses
on to provide better
quality of products to
right person at right
time. Due to this,
while producing
products and goods for
customers so have to
conduct an effective
research on life cycle
of the products.
ALDI is an largest
supermarket in UK
(Wirtz, 2012). This
organisation produce
products as per
customer's demand
and requirements.
With the help of this
concept consumers
will be take proper
satisfaction towards
their basic needs.
It is an large
supermarket in UK,
which deals with all
kind of home products
and goods for
customers. Most of
customers wants better
quality of products at
cheap rate. This
concept used by
ASDA company in
their working
environment.
Price This is one of the
major element of
As this company has
an supermarket of
This an multinational
organisation, which do
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marketing mix, price
of products as decided
by the company as per
their features, quality
and size.
various products and
goods. This company
most of the products
are provides on
discount. With the aids
of this, customers can
easily attract towards
organisation.
not set very less price
of entire company's
products also they are
note focusing on to set
high price.
Place It is very essential to
find out suitable and
effective place for
establishing company,
so customers can
easily reach on it.
Moreover, place is
also major element of
marketing mix.
This company
established in UK, at
suitable market place,
due to this consumers
can visit this
enterprise.
This organisation set
their various branches
in different counties
for effectively
assessable to
customers (Lembregts
and Pandelaere,
2010).
Promotion Most the companies
wants to choose smart
and new source for
their product's
promotion (Dibb and
Simkin, 2013). For
getting attention and
improve awareness of
organisation's products
and goods in
appropriate manner.
This company uses
several promotional
tools and techniques in
their entire business
process such as social
media. With the help
of this method,
consumers can easily
and properly aware
towards company's
products also easily
get proper information
related to goods.
At this time many
promotional methods
and sources are
available in market,
due to this magazines,
new papers, social
media etc. used by
ASDA in their
working environment.
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Process This is necessary to
choose effective and
appropriate process in
entire business life that
should be fit in the
company. Along with
this, working process
should be efficient that
assist to provide better
result and output.
In the working
environment of this
firm, simple
techniques and
methods are used by
ALDI.
This business
organisation, carried
out simple and fast
working process for
effectively completing
task.
People This element is one of
the important in
marketing mix
context. With the help
of persons company
can effectively
complete their
operations and works
then will achieve
organisational goals
and objectives.
This company is fully
dedicated towards
their employees and
workers (Brooks and
Simkin, 2012). Due to
this, employees of this
company in their
working environment
feel safe and
motivated towards
their task.
ADSA organisation
always concentrate on
skilled and
knowledgeable
persons to completing
task and achieve
goals.
Physical environment It is an appropriate
concept, which can be
understood as like
branding. This an
signifiant process, it
includes innovative
ideas for presenting
company's products
front of customers.
This business
organisation already
set an effective brand
image in customer's
mind due to quality of
products.
ASDA's physical set
up is impressive, with
the help of this
consumers can easily
attract.
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Compare the PESTLE analysis of Mc Donald and Aldi company:
Basis Mc Donald Aldi
Political To examine the
political factor is that
the government has
increasingly work for
welfare of society. If
they open any
franchisee then they
need to take licence of
government.
This cited organisation produce the various
kind of products and deliver services , so this
can take the licences from regulatory
authorities to provide the commodities. The
government has set rules and regulations for all
multinational corporation so aldi has worked
according to that rules.
Economical The profitability of
this cited organisation
is very much depended
on rapid growth of
economy. During the
period of recession,
the income and wealth
of people diminish, it
adversely affect the
profitability of this
cited organisation.
All retail industry are influenced by inflation
rate, legislation, demand and supply of
products. There are some factor which directly
impacts the this cited organisation such a s if
the prices of oil are increase then their cost of
produce will increase, this adverse affect the
aldi company.
Social This cited organisation
mainly works for
customer tastes and
preference, they
provide those fast food
product that are
beneficial for human
health because today
THIS retail business is directly impact the
public lifestyles, heir earning power, income
investment etc.

all human are so
conscious about their
health.
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