Marketing Report: Key Roles, Marketing Mix, and McDonald's Strategies

This report provides a comprehensive overview of marketing essentials, focusing on the roles and responsibilities of the marketing function, particularly within the context of McDonald's. It delves into key aspects such as brand management, market research, product development, and promotiona...Read More

Marketing Essentials

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1 Key roles and responsibilities of marketing function........................................................1
P2 Roles and responsibilities of marketing related to McDonald's........................................4
TASK 2............................................................................................................................................7
P3 Role of marketing mix in planning process and its difference from others by comparison
with other enterprise...............................................................................................................7
TASK 3..........................................................................................................................................10
P4 Marketing plan................................................................................................................10
CONCLUSION..............................................................................................................................17
REFERENCES..............................................................................................................................18
ILLUSTRATION INDEX
Illustration 1: Role and Responsibility of marketing function ........................................................2
Illustration 2: Marketing of McDonald’s.........................................................................................4
Illustration 3: 7 Ps of Marketing .....................................................................................................7
Illustration 4: McDonald's products.................................................................................................9
Illustration 5: Dairy milk ................................................................................................................9
Illustration 6: SWOT analysis .......................................................................................................14

INTRODUCTION
Marketing is all about the effective method or technique of promoting products at
marketplace to capture the attention of millions of customers by satisfying their needs and wants.
This report is going to classified into four parts to explain useful role and responsibility of sales
manager as well as describes appropriate technique adopted by an enterprise. Basically, report is
going to highlight the various key elements of McDonald's and their promotional strategies for
maximizing their profit (Berkowitz, 2016). McDonald's is amongst one of the largest food retail
company, which was founded in the year 1954. It has total 30,000 number of stores till now
which is spread around in more than 120 different nations and is famously known for its quality
production and fast customer service in the food supply sector. In fact, this company is a one of
the leading enterprise famous for its foodstuffs at international level due to effective and
impressive marketing plan. At last it also throws some light on indispensable role of marketing
mix as well as its different from other organization. Their main strategy is to provide a higher
level of satisfaction to the customers by providing best possible services to them by together
attracting new customers. The aim of McDonald's is to open many more stores all around the
world to make a widespread presence in the globe and some rigorous strategies of market
expansion.
TASK 1
P1 Key roles and responsibilities of marketing function
Marketing department plays a very eminent role in promoting goods and services of an
organization to maximize their profit in a minimum duration with the help of effective strategies.
McDonald is international brand popular for its qualitative product and tasty food stuffs which
attract millions of consumers by implementing impressive merchandising policies. In fact, this
department consist of various roles and responsibility towards company success as well as it act
as a pillar for whole organization (Cant, 2010). Apart from this, marketing managers are liable to
perform all the marketing activities in an appropriate manner to attain its goals and target. In
additional, this department is responsible to identify the needs and demand of desired customers
by analysing overall marketing situation as well as study marketplace to understand the strategy
of their competitors.

Instead of this, marketing department of McDonald's performs various essential roles and
responsibility for success of a company and these are explained below: -
 Defining and management of brand- First and foremost role which is played by
marketing department is to describe the usefulness or advantageous quality of brand in-
front of whole society by adopting impressive methods (Dibb, 2013). Therefore,
management of brand name is very much important and necessary to introduce or launch
its product in an attractive way to capture the attention of numbers of consumers.
 Conduct campaign for marketing initiatives- It is very indispensable to implement
programmes or movements to begin promotional activities or task in an efficient manner.
McDonald always want perfection in their every work due to their goodwill and image in
Illustration 1: Role and Responsibility of marketing function
(Source: Function of Marketing, 2017)

whole world so just to maintain its picture at international level they want to throw lights
on every particular step (Simkin, 2013).
 Strategy maker- Marketing department is liable for making new and innovative strategy
to perform their promotional activities in overall world. Basically, planning is necessary
in every step of transferring goods and services from organization to desired consumers.
In fact, pre-plan strategies are always useful in removing barriers which might take place
during conducting encouragement programmes of a products. Apart from this, while
making strategy consent of board members or higher authority is mandatory due to their
power in an organization.
 Market research – It is very essential to acquire accurate information and data for
effective working of whole department by considering indispensable micro and macro
factors. In fact, research is also conducted by marketing department to get support in a
decision-making process. Therefore, appropriate news and evidences have a greater
impact on a decision-making process due to their vital role in a profit of an organization.
In other words, a cited company acquire information with the help of qualitative and
quantitative method as well as primary and secondary which provide precise and clear
data (Ebert and et. al., 2014).
 Product development – According to this, it shows that merchandising department are
also responsible in enhancing the quality and standard of a commodity of a McDonald
after getting aware about opinion of a various customers or whole society. In fact, growth
of product is only conducted after evaluation of a existing market and by understanding
current trends as well as taste and preference of different consumers (Ebert and et. al.,
2015).
Some of the other roles which is played by marketing department are-
1. Try to understand the requirement or demand of their old as well as new customers
because they are considered as end user.
2. In fact, they are liable to monitor marketplace to understand the policy of their
competitors.
3. Coordination in between marketing partners of a cited company to achieve the target or
objectives their plans.
4. Try to innovate something with the help of creative minds of their employees.

5. Create friendly and healthy environment which motivate employees to perform
activities with stress free minds to attain the objectives of marketing (Griffin, 2015).
P2 Roles and responsibilities of marketing related to McDonald's
Merchandising department also played different roles and duties for whole organization
because of their dual responsibility. In fact, McDonald have their branches at international level
which requires capable managers to perform maximum activities in a minimum time period.
Therefore, they also need to manage overall department of a company because all these are
related with each in every manner and liable to achieve objectives of a cited company. In
additional managers of marketing department needs to consider all the internal and external
factors which plays a very vital role in promoting foodstuffs of McDonald across the globe
(Fader, 2012).
Marketing plays a significant role in the success for each and every business
organization. It helps to create awareness about product and services in the market and also
provide competitive advantage. The most critical role of marketing is to identify the actual needs
of customer. so that they can design their product and services accordingly which can help to
increase customer satisfaction level. the marketing department of McDonald’s required that to
plays their roles and responsibility in a manner help to increase its profitability which is a
common goal for every business (Gummesson, 2011). There are following roles and
responsibility of merchandising department are:
Illustration 2: Marketing of
McDonald’s
(Source: Roach, 2012)

 Market research: Business environment is one of the competitive and complex task for
marketing department. Therefore, it is the responsibility of marketing manager is to
scanning such environment so that they determine the needs of customer and other
changing factor. There are various tools and techniques can be used in order to
conducting market research in order to provide various information about market and
customer. McDonald’s can conduct questionnaire survey and provide feedback form to
its loyal customers so that they can knowing actual needs.
 Developing marketing strategy: This is another role of marketing department related to
development and designing marketing strategies. There are various strategies required to
implement in order to promote firm’s product and services in an effective manner. for
example, McDonald’s conducting their business in UK, but due to increase in
competition cited firm losing its market share. thus, with the help of developing
appropriate marketing tactic and plan help to sustain its market position (Hagan, 2011).
 Customer relationship management: It refers to a practices and approach where business
organization manage its relationship with customer and improve customer satisfaction
level. marketing manager gather various information from data base system in order to
analyze satisfaction level. McDonald’s is having large number of loyal customer which
required to build a harmonious relation with them (Jacobs, 2014).
 Identify new market opportunities: Marketing department also monitor the current and
future market trends. As customer needs change over a period of time they need to
identity such changes and grab opportunities in an effective manner. for this, they can use
various methods and forecasting tools and improve its product performance in the near
future. McDonald’s can use these tools which can help to provide consistent growth and
meet its long-term target.
 Public relation: There are various stakeholders which includes investors, suppliers,
customers, employees, government and society. Marketing deportment is responsible to
maintain relation with them (MacRae, 2014). McDonald’s can use various

communication tools especially social media approaches like Facebook, Instagram, You
Tube etc.
 Launching of a product in international market- One of the major role which must be
played by promotional specialist is to introduce goods at international level to grab
opportunities from market of different countries.
Instead of all this duty marketing section is liable for managing overall promotional
activities of a McDonald to introduce or launch their tasty hamburger at international level. Their
main job is to create an impressive goodwill by representing organization in a positive light
which is a most important part of every business activity not only McDonald. At last it is what
which create consumers as well as try to generate more income by guiding future course of a
company by defining whether it will be a success or a non-achievement (Sladyk, 2014).
TASK 2
P3 Role of marketing mix in planning process and its difference from others by comparison with
other enterprise
Merchandising mix plays important role in planning process as this combination tells
about place, price, promotion, product, people etc. which directly as well as indirectly helps in
planning of an organisation (Judge, 2015). As with this method company can achieve its goals as
well as its objectives.
Marketing mix includes 7 Ps

 Product: A product is an item that is produced by company to satisfy its customer's needs
and wants. So, while doing any planning of a company product are given serious note as
they are only element on which company growth and rates are depend. The goods can be
tangible as well as intangible form both are considered while doing planning process in
an institution (Robbins, 2015).
 Price: cost is considered to be most important part of an organisation as according to
customer income and demand product value is set so while doing design process so
company need to provide cheap goods to buyers to cover large area of buyers. Before
entering in market company need to prepare blue print of values of product. Mc Donald
Illustration 3: 7 Ps of Marketing
(Source: Extended Marketing Mix 7P's. 2017)

has taken this opportunity very well as they enter in Indian market with cheap prices as
well as they covered wider area of people (Kennedy, 2014).
 Place: a firm must open its branches in areas where your target customer finds easier. So,
before establishing shops & stores firm need to analyse its place of production as well as
consumption. With this business objectives can be achieved.
 Promotion: Publicity can be done in many ways such as personal selling, sales
promotion, advertising Etc. these such methods are used by McDonald to attract its
customer. As this method is costlier than above ones so manager need to choose any such
activity according to its budget.
 People: Having qualified person at workplace is a blessing for industry. These persons
are only source of fellowship by whom firm agenda and goals can be achieved. So, this
factor plays essential part during scheming procedure (Parsons, 2014).
 Processes: This element run upon presence of its customer. As buyer will pay according
to services and goods which is delivered. So, procedure of fellowship should be clearly
defined to members as well as responsibility and duties should be lucid to employees.
 Physical evidence: every company needs some physical presence that how your business
is perceived in market place. For ex when purchasers think for fast food, only company
comes to their mind is Mc Donald. This states that company is achieving its target very
well as planning and achievement are at same level (Koontz, 2010).
McDonald is an American company known for its burger and fast food chain by having
its branches across the globe. On other side cad-bury is a British multinational
confectionery organization having its headquartered in an Uxbridge, west London and expanded
in more than 60 nations across the globe. In fact, both enterprises are different from each other in
various aspect and manufacture different products.

Here is an appropriate comparison in between McDonald and cad-bury given below-
McDonald Cad-bury
It offers hamburger and tasty food stuffs by
having its restaurants in different countries.
Cadbury is referred to be the market leader in
the chocolate industry sector with high number
of shares in the market. Some of their famous
products are Cadbury, Dairy milk, Perk, 5
stars, and gift packs of celebration chocolates,
etc.
Famous for its chicken burgers, French fries
and desserts.
It is a chocolate product manufacturer that
produces chocolates in the shape of egg.
High price goods by having numbers of tax. Whereas, chocolates are available at an
affordable price or cheapest and it specifies the
applicability of different pricing strategies in
comparison to other market competitors.
McDonald's products are available at their own Their products are easily available in the
Illustration 5: Dairy milk
(Source: Cadbury products, 2017) Illustration 4: McDonald's products
(Source: The Altered Perception Mcdonald’s,
2010)

store as well as franchise outlets. market in almost every corner of the world.
Its provides good quality products and services
to the customers according to their specified
needs and wants.
Cadbury uses various advertisement tools such
as television, print media and posters to convey
their message to the consumers as a way of
promoting their goods and services to them.
Effective solution are being made to any
existed problems and issues related to
customers.
The company is also known to invest huge sum
of money for the purpose of promoting their
products through television, newspaper,
internet and social media tools.
Both the companies are famous for its qualitative and standardised products by capturing
the minds of different customers of various countries. In fact, McDonald is popular for its high-
quality standard whereas cad-bury is a chocolate commodity circulated overseas and working as
sweet for whole world. Apart from this, acquiring attention of millions of customers due to their
pricing also. While comparing cad-bury and McDonald it is very essential to consider micro and
macro environmental factors because it have a greater impact on both enterprises due to its
branches in all over the world (Lancaster, 2010).
TASK 3
P4 Marketing plan
Merchandising plan is a comprehensive blueprint which outlines the appropriate
strategies for McDonald in coming year and it also describe proper steps of goal attainment. In
fact, a cited company trying to design an impressive marketing plan to run their business
smoothly by minimizing their losses (Massingham, 2010). There are many more reason behind
making a proper plan such as -
 Estimation of future cost.
 Hedging of risk.
 Ready to face challenges.
 For understanding the need of raw materials.

 To eliminate any mistakes and future errors.
Marketing plan is going through proper steps which were explained below: -
1. Executive summary – First and foremost step is to define vision, mission and objectives
of an organization on which overall planning is based. In fact, it is very essential to
summarized whole strategy in a short for better understanding (Lane, 2016).
2. Company overview – McDonald is a multinational brand which is very popular for its
tasty food across the globe by having its branches in various countries. In fact, its serves
70 million consumers per day in all over world by satisfying their desires and wants with
their attracting products. Apart from this, they have 80% restaurants across the globe and
owned or regulated by independent small business to serve their peoples in every aspect.
3. Current marketing situation analysis – After analysis of company overview now it’s
time for understanding the current market situation to get aware about their competitor
strategies. Present time company mainly focused on reduce the service delivery time
because of customer prefers less time after order for eating food products and now
(Lipsman, and et. al., 2012).
 Internal analysis – It is very essential to motivate their employees towards goals and
objectives so that they can perform activities in a proper manner. In fact, internal analysis
involves creation of healthy environment by reducing fearless surrounding which
influence exiting workers in various manner. Instead of this, it also covers all the
department which plays a very vital role in achievement of vision of a McDonald for
example – operational and management, financial, promotional activities, human
resource and various other department which are indispensable for company (Malhotra,
2013).
 External analysis – Assessment of macro surroundings which also have a greater impact
on a whole enterprise as well as plays a major role in planning process. Factors which
comes under assessment criteria of an external environment are political, cultural, legal,
technological, economical, customer relationships, competitors etc.
PESTLE analysis below discussed: -

A PESTLE analysis analyses the external environment of organisations like McDonald’s
considering six major areas namely political, economic, social, technological, environment and
legal regulatory factors.
Political factor: - The government rules and regulations related to health and safety
towards the fast foods directly affects McDonald's operations. Issues regarding the workers and
taxation rules may change on timely basis and in accordance to the governmental norms.
Considering the same, they may have several number of problems regarding such changing
labour laws.
Economic: - This comprises the importation of raw materials such as meat or potatoes
due to low supply in the regional market. Being a franchise company, they are required to pay
small percentage of its profits to the parent organization in its headquartered region. Considering
the international level of trading operations by McDonald's, they are required to look onto their
international supply chain and exchange rate of currency. Difference in money rate can affect the
economy of the company.
Illustration 6: PESTLE analysis
(Source: Pestle analysis, 2017)

Social factor: - The requirement of young generations also has a direct impact on the
path adopted by McDonald's where they are operating mostly in the crowded locations and are
setting up their outlets and produce product according to the taste of young people by following
the recent market trends. Geographic and culture differences based on the operational regions of
McDonald’s is together impacting their specific menu.
Technological factor: - McDonald's is referred to be very active in the field of technical
advancement that can be perceived from its online food ordering system. By this technological
advancement, company is improving its operations and supply chain management. From their
undertaken online system, McDonald's is known to provide faster delivery of services to its
customer.
Environmental: - Due to a high consumption of meat, chicken and potatoes, the quoted
company is facing high level of criticism from various environmentalist where it often leads to
an exuberant emission of methane. The company is facing problems regarding their non-
vegetarian food menu due to the fact where nations with distinct governmental rules and
regulations often does not permit the production of non-vegetarian food.
Legal Factor: - McDonald's is required to follow the changing governmental norms
where fluctuations may be seen in their tax policies, employment regulations and several other
industrial norms. The halal documentation has become a concern for the Muslim commodity
customers and it's a legal factor impacting the cited entity to a great extent.
The governmental and environmental documentation is required for a smooth functioning
of the business with an equal significance of ISO certificate that is important to operate in many
countries.
 SWOT analysis- In this stage a cited enterprise trying to updated about their strength as
well as weakness to overcome their barriers in a minimum time period. Apart from this it
is very essential to know their market threats so that they can design policies accordingly.
At last McDonald needs to get aware about available opportunities to grab it as soon as
possible (Birks, 2013).

SWOT analysis below discusses: -
This analysis helps in making future plans by examining the existent strengths,
weaknesses, threats and opportunities for the company. It also helps in finding those internal and
external factors that are favourable or unfavourable for attaining the undertaken organizational
goals and objectives.
Strengths: -
 Major strength of McDonald's is its strong brand name with greater number of shares in
the market resulting in strengthening their financial agendas.
 Preparation of menu chart is in accordance to the nation and regional culture matching
the taste, preferences and choice of the consumers.
 Large franchise networking support and ability to adopt prevailing market trends.
 Earlier adoption of new technology and diversification in the range of products.
Weaknesses: -
Illustration 6: SWOT analysis
(Source: Egodapitiya, 2016)

 The company’s advertising mainly targets on children that might slow down their focus
on young and aged people.
 McDonald's does not give importance to new product development and facing problem
regarding product innovation to attract new set of customers.
 More focus on hot foods that consists of mostly burgers and French fries, etc., with very
less preference to varieties like soft drinks and food, etc.
Opportunities: -
 The company is able to launch food which is healthy in taste, by stressing more upon
providing healthier food items like fruit salads and juices, etc.
 It is also able to expand its business into new set of markets by adopting market
development strategies and focus onto small size markets due to valuable brand name.
 Rising demand for service- oriented sector with extra consideration on attracting newer
set of customers 's in the market.
Threats: -
 Governmental rules regulations regarding advertisement policies, meals, obesity, meat,
employment, etc., are some major threatening aspects.
 The company is slowing down to modify the fat contents in its food products. Close competitors of McDonald's such as, Yum! Brands, Wendy International, Inc. Jack
in the Box Inc, Burger king Corporation, KFC and Pizza Hut are together affecting the
market share of McDonald's to a great extent.
4. Objectives- An organization needs to understand its own objectives to achieve its goals
and target. Main motive of a McDonald is to -
 Increase their sales for profit maximization.
 Creating a brand awareness at intentional level.
 Grab available opportunities.
 Capture the attention of millions of customers.
 Create a friendly relation with every consumer.
 Introduce new and fresh goods different from existing competitors. Expand current business over the seas.

5. Strategy – According to this a cited company needs to implement attractive schemes by
enhancing its products quality and standard by adopting effective strategies (Wills, 2013).
Other schemes of a McDonald are -
 Product – Introduction of stunning and different product to satisfy needs or wants of
various customers.
 Pricing strategy – Consumers mostly prefer reasonable price with standardised
commodity to fulfil their demands.
 Assessment of position at marketplace – according to this an enterprise needs to
study its place in current market to make plans accordingly.
 Segmentation, targeting and positioning – It is a process in which there is an
identification of a various groups of consumers by classifying markets in different
parts. The main targeting aspects of the company is to generate newer set of leads by
together approaching children and young urban family members, etc., (Mihart,
2012).
 Market Penetration- The company has planned to intensify their adopted penetration
strategies by including fewer promotion in their internal set of markets so as to rise
the market share in external marketplaces by competing with the contenders. Second
promotional strategy is to advertise locally as per the demographic culture of the
market location.
 Market Development - McDonald's has been the best example of market
development from the past few years in food sector. The company has adopted
various market development strategies to open new outlets in new geographical areas
to increase the range of customers and generate more number of profits. The
managers of McDonald's take liable actions with the help of a plan to target markets
suitable for growth.
6. Control – After making an appropriate plan, it is very necessary to control its wastage by
regulating overall activity which was happened earlier. It is very essential to know about
the opinion of different customers so that a cited company can modify its products
according to the requirement of consumers.
 Feedback from society.
 Conduct survey to understand the need of specific commodity.

 Measurement of employee’s performance.
 Controlling of capital.
 Minimization of losses.
Good marketing plan will be together advantageous for the quoted organization
considering the analysis done by them to recognise the way in which they will be achieving the
undertaken goals and objectives of the firm where they are intending to create newer
opportunities in the market. Therefore, it is essential for the planning procedure of the cited
enterprise. Instead of all the above steps of marketing plan, McDonald need to appoint
specialised and skilled persons to conduct overall process in an efficient manner in a proper way
(Moons, and et. al., 2010). In additional they are responsible to implement merchandising
activities effectively to attain its long term and short-term mission in a given time frame.
CONCLUSION
This report is all about explanation of marketing essential as well as its role in achieving
organizational objectives by implementing effective strategies with appropriate plans. This report
consist of merchandising policies uses by McDonald's to promote their products across the globe
with the help of specialised and skilled persons. Basically, a cited company trying to apply useful
methods to perform their indispensable marketing functions to maximize their company profit
with minimization of losses. Apart from this overall production and other departments of an
organization are interdependent upon each other. Lastly it explains major function of a marketing
mix to conduct promotional activities.

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