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
1

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.
2

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,
3

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
4

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
5

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.
6

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.
7

8

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.
2

Technological Most of the fast food
industry are less
knowledge of internet
searching, lack of
computer skills , so
MacDonald are earn
success because with
the help of computers
they take orders and
gve electronic bills.
This cited organisation are famous for world
wide so they use the innovative technology and
new software. The improvement and
development of product and gain
effectiveness.
Legal Regulatory bodies
imposed some type of
rules and regulations
for every fast food
industry so
MacDonald work
according to this
regulation and
formulating the
various strategies
which they only do .
The government has legally accepted this cited
organisation, so they worked according to this
rules and regulation that are imposed by
government bodies.
Environmental This cited organisation
mainly focus to those
strategies and plan
which does not affect
the business
environment. This fast
food industry earlier
produce some junk
This cited organisation mainly focus on
manufacture and produce the product that are
helpful for business environment.
3

food that are affected
the health of human
being, they are
penalised from the
government
restriction.
TASK 3
P4 Produce and evaluate a basic marketing plan for Aldi
As Aldi is one of leading firm of United Kingdom, it has to make an effective marketing
plan sot hat it can gain maximum profit and revenue in then long term in future (Brooks and
Simkin, 2011). There are some steps which must be followed while preparing a marketing plan
like organisational objective determination, access of organisational resources, Evaluation of risk
and scope of company, marketing strategy, implementation and controlling. These step can be
explained as followings,
Determination of organisational objectives-This is first step of marketing plan for Aldi in
which mission, vision, targets and goals are identified. There might be short as well as long term
objectives of company. As the company is having a mission to provide a product in a
comparative lower prices which can help to the company to increase their sales and provide a
better services to those customers which are having a need of the cheaper product due to their
limited purchasing power. Objective of the company to get increase their market share by 3%.
Situational analysis: It can help to the company to make a better analysis which can help to
them to organise their resources effectively for this marketing plan and also to identify those
factors for which they have to make a proper plan. After determining all important objectives,
there business organisation should consider available resources which play a vital role in
preparing marketing plan (Ionitã, 2012). Some of resources of Aldi are financial funds,
technological equipments, capability of company in production and employees productivity.
Company is highly cash rich so it can bear a financial pressure of this marketing plan which will
finally create a positive impact on the organisational objectives. These resources will be used
4

while making marketing plan by the firm. On other hand, ineffective utilisation of these may
cause to failure of planning in the future.
Evaluation of risk and scope for Aldi- This is third step of the process of marketing plan in
which the marketing manager will identify all positive and negative points for the company
which can affect marketing planning implementation and influence profit and revenue of firm.
SWOT analysis is one of best method to determine all scope and risk associated in business in
which strength, weakness, opportunity and threats are analysed.
SWOT analysis
Strength
 Wider range of products
 Better supply chain management
Weakness
 Inexperienced employees
 Promotions of the products
Opportunities
 Modification of products and services
as per market demands
Threats
 Market competitions
 Behaviours of employees
Strength of ALDI is that it has wide range of products which attract maximum target
audience in retail industry. For example, it provides maximum number of products in grocery
which are found effective to customers in comparison to other firms. Weakness of the company
is that it has some strong rival in same industry who offer great products to attract customers in
many ways. As they are working in the grocery retail, it has to maintain stock sot that fresh
goods can be provided (Cabrera and Williams, 2014). Opportunity of the mention company is
that it is developing firm of United Kingdom in grocery market, so it might gain more profit by
modifying its current products as per demand of customers and satisfy them in the long term. It
will lead to maximise market share and image building in future. On other hand, one threat of
Aldi is that if there is any careless attitude of employee at stores, then it can harm the company
image in sight of customers and consequently affect its business in a negative way. So whole
making marketing plan, the marketing manager has to consider all these four dimensions and
make plan according to them.
5

Marketing objectives: ALDI wants to increase the number of customers by implementing a
marketing plan in their market. Company wants to improve their market share by 3% and by
using this marketing plan company want to increase customers satisfaction element by their
products and services.
Preparing Marketing strategy-After analysing all positive and negative scenario of the
company, the marketing manager should focus on making an effective marketing strategy to
improve existing performance of the organisation. There are many types of strategies and
techniques which help in making plan for better business (Hausmann, 2012). For example, it can
use marker penetration and product differentiation. In product differentiation, ALDI will provide
more features in current product and introduce them in a new scenario. So in this step, the
company focus on few group of people and concentrate on their interest and choices while
preparing business strategy and marketing plan in future. A proper marketing mix plan is here for
new according to new marketing objectives;
Elements Description
Product Marketing manager has to conduct market analysis which can help to them to
identify current needs and demands of the customers which they can
implement in the products and services of the company. After collecting this
information and data company will implement this in to their products and
services which can help to them to provide a better customers assistance bty
their efforts.
Price Company has to use price competitive pricing strategy which can help to them
to provide a better quality products in the comparative prices which can help to
them to maximise their buyers also.
Place They have to use online and offline channels to sale their products which can
help to the company to maximise their sales as per their target to improve their
sales by 3% market share.
Promotion For the initial promotions of new products and pricing of the products
company will use print media like newspaper and magazines which are having
a higher sales. Company can also use social media sites like Facebook and
6

Instagram to promote new products and prices in their customers.
Process To increase their sales company has use a proper sales process by online and
offline methods which can help to customers to easily buy a demanded
product. So they have to categorised better their products in the outlets and as
well as on their websites.
Physical
evidence
Packaging of the product, websites and outlets have to be attractive which can
help to the company to attract more and more people towards it.
People Company has to involve experienced and impressive people in the company
which communicates better with their customers.
Implementation of marketing plan-As in above step, when marketing planning is done by
manager, they implement the marketing plan all over the firm with some new changes. These
changes might slowdown some processes but in the long run, it will benefit the company as it
boosts productivity of employees. There are different training and development facilities which
are provided while implementing the plan. These help employees to adapt the new plan easily
(Gertner, 2011). This is one of most crucial step in marketing plan for ALDI, so the manager has
to make sure that it applies the plan in an effective way to accomplish organisational objectives
and goals. If there is any inappropriate process is accessed by employees, then it can hinder the
further process of marketing plan. On other hand, if there is any communication gap among
employees then the plan might fail in future.
Budget:
Activities Amount in Pounds
Market analysis 25000
Print media 35000
Social media marketing 15000
Change in the stores to attract people 25000
TOTAL 100000
7

Monitoring of plan-This is last but not the least step in marketing plan in which the marketing
manager determine the real gain results in term of sales of its products. The manager first
compares the desired and real gained results. If there is any gap between them in negative way
like real outcome is less than expected one then appropriate actions are taken by the manager. In
overall process of marketing plan, proper monitoring is a must task which makes sure that there
is no error in any step. On the other hand, if there is any conflict among human resource then it
can minimise after effect of marketing plan of ALDI.
Thus the marketing plan is one of most important aspects of the business organisation
which plays a vital role in improving product quality. Another thing which has to be considered
by marketing manager is time foundation (Jung and Hong, 2012). If there is no time limit to get a
particular target then no employee will make his effort to achieve organisational objectives in the
long term. So regular investigation of every single activity of the marketing plan is important and
helps in avoiding mistake in future. As marketing plan is a combination of all necessary aspects
for better business of company, it has to be implemented in an effective and efficient manner.
CONCLUSION
On the basis of this report, it can be concluded that marketing essentials are then
combination of those elements which comprises the whole concept if marketing. ALDI as
mentioned in this report, is one of the leading brand in the field of fast food restaurants. They are
operating in so many countries and thus people are fully aware about this brand. Marketing mix
must be used and properly applied by the company so that company can attain its goal in the
most effective manner. Marketing plans depends upon the objective of an organisation, thus
company needs to be fully clear about main purpose for which they are into the market.
Marketing plans must be formulated by the company so that the strategies behind marketing can
be establishes.
8

REFERENCES
Books and Journals
Dibb, S. and Simkin, L., 2013. Marketing essentials. Cengage Learning.
Wirtz, J., 2012. Essentials of services marketing. FT Press.
Pike, S., 2015. Destination Marketing: Essentials. Routledge.
Berkowitz, E.N., 2016. Essentials of health care marketing. Jones & Bartlett Publishers.
Blythe, J., 2012. CIM Coursebook Marketing Essentials. Routledge.
Lipsman, A and et. al., 2012. The power of “Like”. Journal of Advertising research, 52(1). pp.
40-52.
Desai, S.S., 2013. An analysis of the competitive marketing strategies of the hospitality industry
in UAE. IUP Journal of Management Research, 12(1). p. 22.
Nguyen, B. and Simkin, L., 2012. Fairness quality: the role of fairness in a social and ethically
oriented marketing landscape. The Marketing Review, 12(4). pp. 333-344.
Kennedy, A.M. and Parsons, A., 2014. Social engineering and social marketing: why is one
“good” and the other “bad”?. Journal of Social Marketing, 4(3), pp. 198-209.
Ogunmokun, G.O. and Tang, E.C.H., 2012. The effect of strategic marketing planning behaviour
on the performance of small-to medium-sized firms. International Journal of
Management, 29(1), p. 159.
Griffitts, M., 2016. Human Resources Marketing and Recruiting: Essentials of Internship
Management. Handbook of Human Resources Management, pp. 103-118.
Illing, L. and Anders, F., 2016. Human Resources Marketing and Recruiting: Essentials of
Executive Search. Handbook of Human Resources Management, pp.139-171.
Diana, D.P., 2012. Build a Better Web site: Web Site Essentials for Mental Health Professionals.
Marketing for the Mental Health Professional: An Innovative Guide for Practitioners,
pp. 165-171.
Coombs, D., 2012. Strategic Uses of Alternative Media: Just the Essentials. Journal of
Advertising Education, 16(2), p. 60.
Batt, P.J., 2013, December. Quality management essentials and the importance of smallholder
farmers collaborating. In II Southeast Asia Symposium on Quality Management in
Postharvest Systems 1088 (pp. 47-52).
Lembregts, C. and Pandelaere, M., 2010. Are days more valuable than months? The time-unit
effect in consumer decision making. In The 6 Senses-The Essentials of Marketing (pp.
126-126).
Brooks, N. and Simkin, L., 2012. Judging marketing mix effectiveness. Marketing Intelligence
& Planning, 30(5). pp. 494-514.
Brooks, N. and Simkin, L., 2011. Measuring marketing effectiveness: an agenda for SMEs. The
Marketing Review, 11(1). pp. 3-24.
Ionitã, D., 2012. Entrepreneurial marketing: a new approach for challenging times. Management
& Marketing, 7(1), p.131.
Cabrera, S.A. and Williams, C.L., 2014. Consuming for the social good: marketing, consumer
citizenship, and the possibilities of ethical consumption. Critical Sociology, 40(3). pp.
349-367.
Hausmann, A., 2012. Creating ‘buzz’: opportunities and limitations of social media for arts
institutions and their viral marketing. International Journal of Nonprofit and Voluntary
Sector Marketing, 17(3). pp. 173-182.
9