Marketing Function Roles and Responsibilities: McDonald's Report

This report provides a detailed analysis of McDonald's marketing strategies, exploring the key roles and responsibilities within the marketing function. It begins with an introduction to the importance of marketing in the modern business landscape, particularly in the context of McDonald's, a leading fast-food chain. The report then delves into Task 1, examining the key roles and responsibilities of the marketing function, including exchange of goods, understanding industry competitiveness, identifying consumer preferences, and managing the competitive environment. Task 2 compares how different organizations apply the marketing mix to their planning, while Task 3 focuses on a marketing plan specifically tailored for McDonald's. The report emphasizes the importance of market research, building and maintaining demand, and synchronizing marketing objectives with overall business goals. It also explores the relationships between the marketing function and other departments such as production, human resources, purchasing, sales, and distribution. The report concludes with a summary of the findings and references supporting the analysis.

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 relating to McDonald's...........................................4
M1...............................................................................................................................................5
M2...............................................................................................................................................6
D1 ...............................................................................................................................................6
TASK 2............................................................................................................................................6
P3 Compare ways in which different organisations apply marketing mix to marketing
planning.......................................................................................................................................6
M3...............................................................................................................................................9
TASK 3............................................................................................................................................9
P4 Marketing Plan of McDonald's..............................................................................................9
M4.............................................................................................................................................13
D2..............................................................................................................................................13
CONCLUSION..............................................................................................................................13
REFERENCES..............................................................................................................................14

INTRODUCTION
In today's time marketing is an essential need of every organization and this should be
done by marketing experts. Marketing is an action that starts with idea of new product
development and ends with post purchase services. This will help in guiding all actions and tasks
that will lead organization in better performance and greater outcomes. McDonald's is a
restaurants chain founded in April, 1955 by Ray Kroc in United states (Dibb and Simkin, 2013) .
It is a second largest fast food restaurant chain with no of locations across the world. It marketing
strategies and plans are good that made it this much successful in its customer's eyes and helped
it to gain higher market share in fast food industry. Marketing team has their several roles and
responsibilities that they should play in association to achieve objectives. These objectives are
assigned to employees in form of short period targets that workers have to attain in given time.
Marketing unit assures success and continuous growth of firm with its effective and efficient
working (Wirtz, 2012).
TASK 1
P1. Key roles and responsibilities of marketing function
Marketing unit is an essential functional level of every corporation that plays a vital role
in making strategies and their successful execution that removes obstacles in way of firm. It is
also a responsibility of marketing manager that he has to ensure growth of corporate house and
should maximise benefits of company. Various roles and responsibilities are there in
organization that has to be followed by marketing manager are explained below:
Exchange of goods: Raw materials that are used by McDonald's to convert them into
finished products is transferred from factory to restaurants. Many countries are there where
company does not operate their function so in these countries other business firms take
franchisees and their corporate house with name of McDonald's and sells services. In context of
McDonald's marketing program evicts problems that are coming in ways of efficient working
like transfer of beverages, provide sauce and many more troubles they has to resolve. Transfer of
goods depends upon effective and two way communication process and it is a prominent role of
marketing personnel that he should ensure accurate communication between suppliers and
purchaser (Mittal, 2014). Provide information to production function related to consumers
preferences and tastes is main duty of this divisional unit. If manager give proper and accurate
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information to its production function it will bring customer trust towards organization and its
offerings.
Understand competitiveness of industry: it is necessary for every kind of firm to make
strategies and policies to compete with current trend of market. It is an essential part of role of
marketing manager that he must study recent trends to match customer's requirements. This
action will assure success and growth of organization in least time period.
Find out what customer want: Most of the offering of McDonald's depends upon its
potential customer and company provide those products that are liked by maximum number of
consumers. This dependency reduce firm's operation expenses that will enhance overall
profitability of corporate house. Marketing program should conduct to identify demands of
customers so that they would be able to meet those desires. This kind of task is helpful in
maintaining no of clients who are loyal to firm (Nguyen and Simkin, 2012).
Competitive environment: It is dream of every organization to acquire highest position in
in industry in which they are working. Marketing team is much sufficient to expand business in
lesser time and their roles and responsibilities varies from one association to other. If marketing
team of McDonald's is able to increase their sales on regular basis this will lead lesser price of
products and services.
Assistance in distribution system: Marketing functional level includes distribution
system that place company's goods and services in reach of customers. Effectiveness of
distribution system of firm is necessary because association operates its business in various
locations and it is duty of marketing team to establish connection among all location and provide
correct offering at right place. This will help in attain geographical goals of company.
Building and maintaining demand: Meeting desires of customers is not single objective
of marketing personnels but they have to create demands in consumers that will help in
maximise return and more opportunities to association. This task will improve consumer loyalty
for offerings and retain them for longer period of time. It is an most important part of marketing
level to generate needs among customers according to corporation's products so that organization
can increase their returns (Baker and et. al., 2016).
Find target market: Not any association can operate its business activities with out
recognizing its potential customers to whom company wants to serve. Finding target market is
most important because this will show future opportunities whether offerings are profitable or
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not. Recognition of expected customers removes confusion and provide more significant data on
that basis corporation can calculate their future profits and benefits.
Market research: It is also an essential task of marketing management team that they has
to conduct market research and identify who are ready to buy customers and how many
customers needs encouragement to make purchase. Market research is to be done for all aspects
related to association like what are the availability of resources, labour, raw material and places
with least cost and high return. This will generate accurate data and company can make their
strategies and policies on behalf of them.
Developing management information system: Seniors have to investigate organization
growth whether quarterly or early basis. It is a main function of unit to measure success that is
result of all task and activi6ties done by all divisions together. As per this analysis marketing
team can formulate strategies and execute them effectively.
Synchronisation of objectives: McDonald's is a very popular restaurants chain across the
globe and it is successful in achievement of their targets and they are succeeded in their goals
because their marketing functions are very good to convert individual goals into association's
objectives that will help in hitting target within limited duration of time. On the other hand it is
responsibility of marketing head that he will synchronise customers goal with firm's objective.
This type of activity ensures association's success and regular growth (Batt, 2013).
Assistance to research and development department: It is must to unit that they should
convey information regarding consumer needs and wants to R&D department so that they would
be able to produce goods and services as per customer demand. When client will get services
according to their needs they will feel more connected with corporation and will become loyal
customers and will enhance client base of corporate house.
Growth of Business: it is a result of all marketing activities which means all actions
taken by manager should be successful so that they should assure growth of firm. Regular
enhancement of company relies on individual goals that has to be converted into one common
goal of association. It is a fundamental duty of marketing manager that he should set company on
higher seat in marketplace and acquire more market share than its rivals (Al-Ekam and et. al.,
2012).
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P2 Roles and responsibilities of marketing relating to McDonald's
Every division has its own significant role and responsibility that in combination assures
firm's success by their working which is assigned to them. Prominent task that has to be
accomplished by marketing department is distribution of goods may be its tangible or intangible
in accurate manner (Pike, 2015). It is a requirement of business that marketing department has
good relation with logistics management unit. Main aim of any organizations that they not only
want higher profitability but also they require higher position in market with improved goodwill.
It is very easy to make distribution of products in open shops but if company is serving
globally it became more difficult for unit personnels (Baker and Saren, 2016). It will help in pop
up demand as well as supply. If a firm wants to enhance their position it is must for them to
create healthy connection between financial and marketing division of association that will
provide fund for smooth functioning of marketing activities because without fund business
activities can not be done not even it can start. Availability of fund improve operations of firm
that helps in maintaining working environment (Blythe, 2012). Without any kind of support
corporation can not enhance its reputation in marketplace in competitive world. If firm is not
able to generate fund then they will have to lent money from financial institutions like banks etc.
to conduct its activities which is related to all specific divisions of organizations. From idea of
new product generation to delivery of that good needs investment of money and as a
consequence firm will able to beat its enemies in marketplace. It is responsibility of finance
department that it should provide fund to all functional level of association to conduct their
operations smoothly and finely which is in certain duration. Quality working of an company
have proportionate relationship with fund for e.g. if economic condition is weak then it will
result in poor performance and if finance is strong working of organization will be good
(Malhotra, 2013).
Preferences and tastes of consumers are not constant it changes as per time passes. It is
must for an association that it should examine people's choices and meet their demands
according to changing time. Organization must take decision for fund requirement while
considering production methods. Senior executives of McDonald's can does market research and
and this will provide information and also will cater support of clients. And consequently
company will improve their entire profitability.
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To compete with rivals it is must for association that it should use innovative tools and
techniques into their business operations. With help of these methods marketing personnel can
improve methodology of their working that will maximise working quality of workforce and
their offerings. This action strengthens working base of firm in marketplace in current industry.
Following are relations of marketing function with other functional areas of corporation:
Relationship between marketing and production function: It is prominent role of
marketing unit that it conduct market research and gather data associated with production unit
which means how much is to be produce and what will be deadline to finish production activities
so that demands of consumers should meet in time that will generate more interest into firm
(Baker and Saren, 2016). Gathered info can be convey accurately so that manufacturing unit will
manufacture only required number of units of goods.
Relationship between marketing and HRM function: Marketing members are not
directly associated with staff members but they rely on HR management area for that. So that
better correlation of HR unit with its workforce is necessary because it provides information for
marketing area and they will be able to find out whether organisation is doing well or not.
Connection between marketing and purchase function: Marketing function also
operates purchase function that includes all decisions related to purchase of raw materials,
assignment of resources, buying of assets etc. and marketing unit has to manage overflow of
expenditure and minimise overall cost of production.
Bond between marketing and sales and distribution division: Sales is not marketing
even it is a function of marketing. It includes placement of goods and services in reach of clients.
It is also a responsibility of marketing department to ensure sales of services and distribute goods
to its customers (Forshier, 2012).
M1
Internal and external elements affect operational activities of marketing. There are some
points that can be controlled by managers or they can be uncontrollable. With assistance of them
it is easy to reduce grievances in surroundings of business.
 Market segment: potential customer will be divided into age, gender, caste, religion and
races etc.
 Strategy: It is very fundamental task of marketing managers.
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 Planning: With help of appropriate planning senior executives are able to manage
demand and supply as per client needs (Babin and Zikmund, 2015).
M2
Proper communication between marketing and other departments will lead organization
to beat competitors in market within industry. Finance division helps in providing funds to
conduct all actions and tasks of business. Marketing area need to do research adequately so that
it will fulfil needs and desires of potential people. To acquire benefits from side of competitors it
is mandatory to build strong relations with all functional levels (Wilson, 2014).
D1
Overall functions of association are related to each other and that will enhance working
and will enable employees to attain target within certain period of time. It is required for firm to
fulfil needs and wants of customers because it will improve client base of association. This kind
of action will generate higher quality of goods and services that will attract more customers
towards McDonald's (Terpstra, Foley, and Sarathy, 2012).
TASK 2
P3 Compare ways in which different organisations apply marketing mix to marketing planning
Marketing mix plays an important role in marketing planning of a corporation. It guides
to run business actions properly in an effective manner and also it helps improving brand image
in marketplace which increases goodwill of organisation. Their are seven strategies which
McDonald's uses to enhance its business or to promote image of brand in market and also gives
hard competition to other firms of same sector like Burger King. Planning of a marketing-mix is
essential for every enterprise as it helps in making profit at its maximum and also secures its
place in future as well (Brooks and Simkin, 2012). McDonald's 7Ps of marketing-mix are as
follows:
Basis McDonald's Burger King
Product McDonald's produces fast food and
sells its products in all over the
world. They analyses and tests new
products before launching it in front
Burger King also deals in same
products only like McDonald's and
utilises same sorts of techniques.
They mostly changes products prices
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of the world. This helps them
modifying goods according to
consumers requirement so that long
term relations can be made with
them. Some products that
McDonald's deals in are burger's,
beverages, French fries and etcetera
which mostly people like to have in
today's world.
from time to time so that sale of the
same product can be increased. Here
they also keep on building relations
with consumers by providing
products according to their
requirements.
Place McDonald is trying to expand its
business in other countries as well
where they don't have its business.
They target the places where they
can attract most of the people and
change them into customers.
McDonald's already have thousands
of restaurants in almost every
country, where most of the
restaurants are in United Kingdom.
Burger King is said to be highest food
chain which is dealing in fast food
products. They also targets places
where they can attract people more
and also places like highways and
etcetera. It has its business all around
the world and rapidly increasing it
business.
Price McDonald's believes in keeping
products prices in competitive
range. They try to give a proper
meal to its consumers by bringing
different sorts of combo's for end
users at reasonable prices. This can
also be stated as a strategy of
marketing plan.
Burger King believes in analytical
statistics which their analyst's found
by doing research on people and then
after that they fix price of products
according to stats that they received.
Burger King keeps their prices low
which every class can afford of
people.
Promotion McDonald's before launching a new
product in the market, it uses
different sorts of promotions both
Burger King uses techniques like
modifying its products and also brand
which may attracts the interest of
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online and offline. Mostly they give
ads on televisions which may
enhance the sale of new product. In
today's world consumers gets eager
to use or taste new products and for
this reason promotion can be used
widely.
consumers (Malhotra, 2013).
Advertisement of products can help
organisation to enhance its business
and also can lift the brand image at a
higher level.
Process McDonald's believe is transparency
with their consumers. Kitchen's of
restaurant are mostly open so that
customers can see what they are
making and how they are making.
This technique helps managers and
leaders to keep end users for a long
time in the place.
This organisation don't uses this
sector much as compared to
McDonald's. They believes in
modifications. Which may leads
company to a stage of loss. They have
to make innovative plans which
enhances this part.
People McDonald's believe in giving
proper services to its consumer and
here both external and internal
marketing is widely gets used.
Burger King tries to keep on giving
proper training to employees so that
they can give proper services to
consumers according to their needs
and wants. For making more and
more profit it is necessary for firms to
build relations with its end users.
Physical Evidence It is necessary for organisations to
give proper services to consumers
according to their requirements here
McDonald's gives quality products
to its customers to keep impression
healthy in front of outside world
(Astuti, Silalahi and Wijaya, 2015).
This process includes location,
Burger King keeps on giving proper
services to its customer according to
their needs. Here food menu can be a
part of this process.
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transparency and etcetera.
Above comparison helps both of the organisations in enhancing profitability and
productivity in an efficient manner.
M3
Each and every firm wants to get success in their respective field and to get this they have
to set their mission, vision and objectives appropriately. These frameworks should be set in a
proper manner that strategy could be formulated and step by step actions can be taken on behalf
of that. This action will reduce time and generates positive returns. Strategy formulation is
necessary for enhancing customer base for organization. To ensure sales it is must for marketing
manager that they should price their products affordable so that every class of society could
purchase them. This will satisfy customers and will improve position of association in market
and in eyes of his clients (Rudden, 2016).
TASK 3
P4 Marketing Plan of McDonald's
A Marketing plan is the one by which desired targets can be achieved in a specific time
period. Managers and leaders of McDonald's makes a proper plan and implement it in a way so
that organisations can grow its business in the market place. This can also help in increasing
goodwill and brand image of the company.
Executive summary: In this market plan it has been focused on McDonald's many
functions and strategies that uses to enhance its business so that money can be made at its
maximum. This Plan involves objective and desired goals of the organisation (Pike and Page,
2014). Then it is firms supervisors responsibility to find the status of the market in both the ways
from inside and outside. Apart from this, under this plan it has been discussed about companies
segmentation, targeting and positioning which leads to enhancement. And in the last, it is
important for McDonald's to keep on improving budget so that high profit can be made.
Objectives of marketing planning: It is fundamental for McDonald's to form a proper
plan which can enhance the sale of goods and services. Main objective of a plan is this only to
upgrade the business in marketplace so that maximum profit can be made.
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Overview of McDonald's: McDonald's was found in 1940 by Richard and Maurica
McDonald's. It has many fast food restaurants which are providing its services to millions of
people on a daily basis. It has thousands of restaurants in most of countries. In 2016 annual sale
of McDonald's was £24.6 billion and they gave employment to thousands of people Their most
common food that they offer to its consumer are burger, French fries, soft drinks and etcetera
(Khan and Adil, 2013).
Mission of the company: Organisation mission is to provide proper quality hygienic fast
food to its consumer so that it can become a leading brand in food sector.
Vision: McDonald's believes in giving an experience to its consumer where they can get
quick services.
SWOT Analysis of McDonald's:
Strength:
 McDonald's has a great brand name in
all over the world which is enhancing
its business continuously.
 Space for kids where they can play,
price which is competitive.
Weaknesses:
 Management do not develops the
products according to customers taste
which can reduce the profit.
 High Prices of franchisees which an
individual cannot afford.
Opportunities:
 Enhancement of business at
international level with lots of
promotional activities.
 Different sorts of combination of
products that can enhance sale of
services and goods.
Threats:
 Hard competition can be given by other
companies of same sector.
 Recessions is a big threat (SWOT
Analysis, 2018).
 High number of customer's which can
become health conscious (Arguello,
2013).
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External Analysis: There are various factors which are external but can but a huge
impact on business of McDonald's. Like political, social, legal, technological, economical and
environmental. These are the factors which can affect productivity and profitability of
organisation.
Strategies:1. Price Bundling: To increase profitability, McDonald's make combos of different
commodities which reduces the cost but enhances the sale of products.2. Psychological Pricing: It is said to be the strategy which is getting widely used by most
of organisations. Managers and leaders fix the products rates in odd numbers like £89.99.
This tactic helps in enhancing sale of goods (Dibb and Simkin, 2013).
Segmentation- McDonald's mostly aims to make their product according to business
class of its consumers and also upon their age. Here, profit margin can divided into two parts
according to products and that is low and high.
Targeting: Company mainly aims to make high profit margin by targeting different age
groups of people. McDonald's manufactures its products based on different age people like, kids,
teenagers and adults.
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Illustration 1: SWOT Analysis
Source: SWOT Analysis, 2018

Positioning: It is essential for McDonald's to have a proper plan of positioning. In initial
years company had great plans where products were made according to requirement of
consumers. And at that time firm made huge money in the name of profit (Wirtz, 2012).
Budget: A proper budget should McDonald's have, by which they can see various
expenses and also it should not affect the profit of corporation. Main aim to form a budget to
reduce the expenditure cost and saves money for organisation.
Operating expenses April May June
Payroll £9000 £8959 £9500
Rent £6600 £6000 £4500
Marketing £5642 £5633 £8194
Equipment £500 £500 £500
Utilities £89 £99 £119
Insurance £6000 £6000 £6000
Benefits £7914 £8545 £4545
Depreciation £99 £109 £129
Interest £4000 £5000 £4500
Others £9500 £9400 £9300
Total £49344 £50245 £47287
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Controlling: Under this it is managers responsibility to look over if the plan is going
accordingly or not. Another responsibility is to take feedbacks from customer's and analyse
them. This helps in decision-making for future and also helps if any modifications needed.
Conclusion: Proper creation of a marketing plan and implementation of it can lead
McDonald's to improve its brand image, future decision-making process and enhancement of
business at international level (Pike, 2015). And all of the above things can increase both the
productivity and profitability of McDonald's.
M4
Marketing plan is must for every firm to gain competitive advantage and achievement of
targets in prior set duration. This will lead organization to better position in market and higher
market share. This plan helps in strategy making and its execution in proper manner so that
action related to this could be taken and this will maximise efficiency of target achievement. This
is also helps in better decision making and increased working quality (Blythe, 2012).
D2
Marketing plan is required for company to enhance overall performance of association
and this plan includes 7Ps that are Product, price, Place, Promotion, People, Process and Physical
Evidence. These are set to follow and this will help in purchase of product and services. This
kind of action will help in getting positive results and superior position in industry (Baines, Fill
and Page, 2013). Marketing plan is necessary for doing every task in proper and adequate
manner that provides guidance to operations of business and this will increase return on
investment and quality of products of organization.
CONCLUSION
Marketing is a prominent function of every organization that operates all fundamental
activities of business and helpful in attaining targets in limited time period. It is responsibility of
marketing department that they should cooperate with other functional division and make
strategies and ensure their successful execution. Marketing division is plans its activities that
they should be accomplished in limited time. Making of marketing plan also a duty of marketing
personnels and this plan will help in setting mission, vision and objectives of organization and
these action will further guide activities and task of corporation. This marketing plan includes
features of marketing mix that are 7Ps of marketing that includes Product, Price, Place,
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Promotion, People, Process and Physical evidence that combines all actions and task that has to
be done by marketing unit candidates.
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