Marketing Report: Roles, Mix, and Plan for McDonald's UK Operations

This report provides a detailed analysis of McDonald's marketing essentials, focusing on its roles and responsibilities, marketing mix (including the 7Ps), and marketing plan within the UK market. The report examines the key roles and responsibilities of the marketing function, including brand management, promotional activities, and online marketing. It delves into how marketing relates to the wider organizational structure, exploring the interrelationships between the marketing department and other functional units. The marketing mix is examined in detail, highlighting the application of the 7Ps (Product, Price, Place, Promotion, People, Process, and Physical Evidence) to McDonald's operations. The report also discusses various marketing tactics used by the organization. Finally, the development of a marketing plan is presented, emphasizing how it can contribute to the expansion of McDonald's business. The report integrates relevant concepts from marketing theory and provides examples of McDonald's practices.

Marketing Essentials

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P 1. Key roles and responsibilities of the marketing function................................................1
P 2. Roles and responsibilities of marketing relate to the wider organisational.....................2
M.1 roles and responsibilities of marketing in the context of the marketing environment...4
M.2 Interrelationships between marketing and other functional units..................................4
TASK 2............................................................................................................................................4
P 3. Marketing mix.................................................................................................................4
M.3 Different tactics used in organisation.............................................................................7
D.2 7Ps to achieve overall marketing objectives...................................................................7
TASK 3............................................................................................................................................7
P.4 Marketing plan.................................................................................................................7
M.4 Evidence based marketing plan......................................................................................8
CONCLUSIONS..............................................................................................................................8
REFERENCES ...............................................................................................................................9

INTRODUCTION
Marketing essentials generally assists the firm in order to generate brand awareness
which will be covered in this report. The report will cover the key roles and responsibilities of
marketing function in order to provide a wider context to the firm effectively. (Irfan, 2014). This
report is based on McDonald's. Company is basically located in United Kingdom and provided
different kinds of services in fast food claim. This fast food company founded in the year 1940 is
an American fast food chain selling cheese burgers, shakes, hamburgers, French fries and
desserts. Thus, marketing is an essential part of an organisation which undertakes promotional
activities to create awareness of company's products.
TASK 1
P 1. Key roles and responsibilities of the marketing function
The roles and duties of the marketing manager at McDonald's looks into the micro and
macro environmental factors before designing any plans. Marketing is an essential activity which
converts raw materials into finished products and delivers goods of manufacturers to end
consumers. On the other hand, some other functions of marketing are as follows:-
 Dealing with the brand:The advertising chief of McDonald's has a prime part of making
familiarity with the brand by characterizing parts and obligations of every worker.
Direct crusades for marketing:McDonald's has a viable administration group proactively
occupied with different battles and notice which affect their business edges and
development prospects.
 Enjoy special activities:The showcasing branch of McDonald's is completely engaged
with limited time exercises which infer notices of the center results of the organization
which upgrades deals and lessens cost of promote.
Screen internet based life showcasing: The director beats his part of overseeing different
web search tools and takes input to enhance its items and general brand picture.
 For instance : Nowadays the culmination in advertise has expanded definitely. For
organization in worldwide market to succeed should center around the three essential
center components that are mission, vision and qualities. These assistance and are in
charge of the fruitful development and stable benefit winning of the organization. For a
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worldwide partnership McDonald's, setting up the three columns requires more exertion
as decent variety and culture be thought about and regard.
P 2. Roles and responsibilities of marketing relate to the wider organisational
The marketing department has taken steps to produce quality foods by incorporating
measures on procurement of raw material and creates an image in the market that its food
nutrients are not at all in the category of junk food. This type of marketing strategy has helped
company achieve success since 1987. The major marketing technique of McDonald's aimed
towards children and teenage adults by providing discounts. The company has in partnership
with coco-cola thereby making huge profits by selling fries and drinks in combo offers. Thus,
marketing makes the foundation of the company stronger, which is proactively done by the
marketing department of McDonald's.
 Strategies: - There are some new aggregation of all the messages and data from the
research, it is prepared to judge all the possible property and imperfection among the
concern operations. This kind of strategies is to provide the valuable guidance for future
improvement (Irfan, 2014). The plan of action is stacked over all the realistic possibilities
and outcomes which are sounded through problem solving. In this way, strategies is to
guide for any situation is to be facing and improve the overall development of upcoming
market and manage work or improve productivity or increase profit rate.
 The different showcasing idea mulled over at McDonald's aides in effective arranging
and usage of capacities along these lines undertaking current changes in patterns and
ongoing advancements in the earth. These ideas are:
Showcasing concept:McDonald's enjoys finding the tastes and inclinations of shopper
and afterwards plan creation of merchandise and ventures as needs be.
Societal idea of marketing:It implements the organization to create as per natural gauges
in this manner joining corporate social obligation by every worker.
Item concept:The organization ought to underlines on quality and characteristics of
nourishment item which improves consumer loyalty along these lines keeping up there
well-being and security measures.
 Offering concept:McDonald's should utilize broad special procedures in order to make
mindfulness for its items (Peter and Donnelly, 2011).
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 Creation concept:This should center around superb quality and in addition minimal effort
of generation which will help in accomplishing upper hand.
Showcasing idea: McDonald's enjoys finding the tastes and inclinations of purchaser and
after that outline production of merchandise and ventures in like manner.
 Societal idea of promoting: It implements the organization to create as per natural norms
in this way consolidation corporate social obligation by every worker.
 Item concept:The organization ought to accentuates on quality and characteristics of
sustenance item which upgrades consumer loyalty in this way keeping up there wellbeing
and security measures.
It is to be improve the overall development in market mix. There is proper communication is one
of the most important part in the workplace. To handle each and every customer is with the help
of proper communication or help to increase market conditions. The marketing is to be depend of
the raw material and inventory is managed or production of capacity in an organization (Kotler,
2015).
M.1 roles and responsibilities of marketing in the context of the marketing environment
The marketing department is obliged with certain duties which needs to be performed so
as to meet standards and achieve competitive advantage. Advertising, sales promotion and
modern promotional tool and techniques such as internet and smart phone apps needs to be
regulated and checked on daily basis so as to gain feedback. Any negative review of customers
should be considered by the marketing department personnel and take actions accordingly.
M.2 Interrelationships between marketing and other functional units
The marketing department cannot achieve success by own its own and thus has to
coordinate with all the different departments of the organization. The marketing function of
McDonald's involve advertisements, promotions, sales, customer satisfactions, quality services
etc. which needs to be integrated with other departments in order to achieve targets effectively.
TASK 2
P 3. Marketing mix
Thus, marketing is a multi discipline which involves marketing mix factors which affects
a company's endeavour to reach its customers. Marketing mix refers to the set of tactics which a
company uses to promote its brand or product in the market (Peter and Donnelly, 2011). The 7P's
of marketing aids in decision-making for a company in the global competitive market. For it is
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vital to set targets to be achieved with the help of the 7P's of marketing mix. These are:
(Badrinath, 2016).
Sometimes, 4 ps and 7 ps of marketing is to be used for improving or increase the
growth rate of customer. McDonald's is a global company, but they operate locally. Currently,
McDonald's wants to be perceived as a modern company that cares about customers and ecology.
They offer fast-serve meals, such as: breakfast, salads, vegetables and dairy products.
McDonald's organisation is to be focus on expansion of new product in market (Mishra, 2016). It
will introduce new product in UK market. HUMBURGER product will be introduce in market
and increase the value of performance. The organisation is to be used new product in market,
with the help of marketing mix techniques will be used are as follows :-
 Product :- The McDonald's sells hamburgers, chicken products, cheeseburgers, breakfast
items, soft drinks, milkshakes, desserts, salads, smoothies, fish wraps and fruits. The
company has been in partnership with coco-cola for supplying beverages to the company.
The company has positioned its products in the minds of consumers as fast food with
nutrients which has helped increased its total sales. All products have got their own life
cycle from launch to growth phase and then to the decline phase but it should try to stay
maximum in the growth zone to increase capital.
 Price :- It is second stage of marketing mix and most important part of whole marketing
mix concept (Rudden, 2016). The pricing strategy of McDonald's is another major
function performed by marketing department. The pricing strategy used by McDonald's is
psychological pricing which have a huge impact on buyers to give preferences to
McDonald's meals over other brands. The pricing strategies is use and apply in right time
and right place. The had to reduce the price in India by 25 %, to increase the level of
customer or improve the market share. In addition, price is to be set as per the
competition in market. The promotional marketing scheme, organisation is to be offer
some discount rate and manages work or improve market (Hair, 2015). Customer's value
for money should be kept in mind than only customer will contribute to increase your
company sales.
 Place :- Located in more than 110 countries with 36000+ outlets, McDonald's provide
services like drive through, indoor and outdoor seating and counter services. Apart from
this, it also provides their customers the facility of digital ordering and free mobile
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charging and table service (Lane, 2016). This is kind of strategies is used for external
working situation. The organisation is not allowed to smoke inside, it is help to
maintained quality of on the job situation and improve market share. This is called the
supply chain .Mc Donald's have around 30,000 stores worldwide operating all together
by the way of company owned or franchise owned. The regulation is same for any
location or every customer.
 Promotion :-McDonald's is engaged in aggressive promotion of there products through
newspapers ads, journals, magazines, TV ads, billboards and various sponsors etc. Many
sporting events like Olympic games, Little league and FIFA world cup has been
sponsored by McDonald's. McDonald in 1994 officially sponsored FIFA world cup.
Below' are other promotions such as special offers, value added and competitions. The
skill lies in using a number of ways to build a campaign. The sales volume is to be
depend on promotional technology is to be used by organisations. In addition, promotion
activity is most important part for future time period.
 For example : The emergence of food chain has pressured industry participants to
continually add features and cut prices. Although McDonald's is a market leader in its
food and beverages industry but it is now facing tough competition from the new
entrants.
M.3 Different tactics used in organisation
Organisation is to be focus on some different kind of tactics for improve future growth
rate in market. There are some changes in promotional activity now a day, to improve customer
satisfaction is based on promotional activity (Babin, 2015). In addition, how much money is
spent on which promotional activity in market. In this context, this is help to manage work or
improve the productivity or help to increase the number of customer in market.
D.2 7Ps to achieve overall marketing objectives
There are some 7 ps is to be achieved the marketing objective and improve the level of
performance. In addition, Most McDonald's eating house allow customers to drive done service
with installation such as indoor and out-of-door seating and antagonistic service. This is help to
improve future growth of market (Grimmer, 2018). Mostly, it is based over the marketplace
demographics, commodity and employment of the company, market size and the company’s
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size. This is use internal as well external working environment or fulfil each and every objective
in the organisation.
TASK 3
P.4 Marketing plan
Developing a marketing plan will help McDonald's to expand its business operations.
This will help organization to attract more customers and generate revenue. Through developing
plan, McDonald's can achieve defined goals and objectives in specific time. Besides this,
developing strategies will be beneficial in measuring performance of enterprise. (Mishra, 2016).
The business is owner is to be focus on marketing plan, as per the set of overall business plan is
made. In addition, need of marketing plan for more important of organisation in market. It needs
to modification and evolve as business grows, and as brand-new and dynamic selling trends
develop. The marketing plan are as follows :-
 Human resource problem ; The employee turnover rate is very high to manage them all
together is a very difficult task as there is vast variety of culture and tradition. So lot of
attention, focus and consideration is required to be given loyalty and hairworm is
promoted to be the key success elements.
 Target market :- In this context, organisation is to be focus on target market. It is help to
promoted new product on particular market and commodity or service assistance people
and then figure out the people who need that solution. In this stage to be provide the
complete solution for indefinite quantity number of customer in new market. The market
segmentation will be used and target a particular group in the whole market. This is use
some specific message for target customer for increase the sale rate in market.
 Customer mind set : Now in this present time, People are more concerned for their
health they wish to be more fit and fine. Obviously, the reason for this increased
awareness because all types of information are available and all reports and research have
to link fast foods with the growing fatness.
 Market tactics :- In Market tactics is to be focus on budget of marketing plan is to be set
buy organisation. Human resource management is focus on all such kind of activity and
set a budget for a particular selling plan is to be made (Mishra, 2016). In addition, how
much money is spent on which promotional activity in market. There are different
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channels of communication is use for different locations. Marketing is priority form each
and every sector as per need of market surround.
A perfect example of revitalising a product in decline phase
One of the favourite food item of McDonald's is French fries. But after reaching its
maximum sales it enters its decline phase. Just to revitalize it a new product variant named shake
fries with the entry of this new product the sales figure increased.
M.4 Evidence based marketing plan
McDonald's organisation is to be focus on working and challenges improving for new
consumer and clients. In addition, to be provide the complete solution for indefinite quantity
number of customer in new market. In this context, organisation for measuring the effectiveness
of marketing plan is to be achieved on time or not (Rudden, 2016). The marketing plan is to be
added some more factor, which is beneficial for upcoming market. The business organisation is
owner is to be focus on marketing plan, as per the set of overall business plan is made.
CONCLUSIONS
Th report has clearly depicted the roles and responsibilities performed by marketing
department of McDonald's. The manger is responsible for carrying out certain roles which helps
achieve competitive advantage for the company. The marketing concepts and the
interrelationship of different functional units has a crucial impact on the performance of the
company. As per the above report T.V. Advertisement for promotional activity in marketing mix
is help to awareness about the customer. The organisation is to be help to focus on TV show to
for improve overall development in market share.
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