Marketing Report: McDonald's Marketing Mix and Functional Analysis

This report provides a comprehensive analysis of McDonald's marketing strategies. It begins with an introduction to marketing and its objectives, focusing on McDonald's as a case study. The report delves into the key roles and responsibilities of the marketing function, including advertising, business interaction, market study, and commodity management. It examines the relationship between the marketing department and other departments within the enterprise, such as finance, operations, and human resources. The report also compares the marketing mix of McDonald's with that of its competitor, ALDI, focusing on product, price, place, and promotion. Finally, it includes a discussion on marketing planning, covering goals, objectives, and strategies employed by McDonald's. The report concludes with a summary of findings and references cited.

Marketing
Essential

Table of Contents
INTRODUCTION ..........................................................................................................................1
TASK 1............................................................................................................................................1
P1. Key roles and responsibilities of the marketing function.....................................................1
P2 Relation between roles and responsibilities of marketing and wider enterprise....................4
TASK 2............................................................................................................................................5
P3 Comparison of marketing- mix used by enterprise................................................................5
TASK 3............................................................................................................................................8
P4 Marketing plan.......................................................................................................................8
COUNCLUSION...........................................................................................................................11
.......................................................................................................................................................11
REFERENCES..............................................................................................................................12

INTRODUCTION
Marketing is a process through which services and goods are made available in the
marketplace. The main aim and objective of this method is to make sure that the services are
provided in that sector where the demand is maximum. This report is based on McDonald's
which is a large food chain in which consumable goods are provided and it is providing its
services since 1917. This business was established by Ray Kroc. There will be discussion on
different responsibilities performed by marketing department in McDonald’s. Along with that,
different functions of a selling and administration department will also be discussed, with the
help of which growth will be achieved by it (Aaboud and et. al., 2017). Various decisions are
required to be made in any business and for that it will be required that knowledge should be
gained in relation to the marketing mix and the same will also be discussed in the below
presented report.
TASK 1
P1. Key roles and responsibilities of the marketing function
In the resent company environment it is noticed that food product industry faces large
competition as requirement for same has maximised to a better level. McDonald's is well known
for its beverages and burgers fries. Now, with increase in need for such goods, the competition in
the market is increasing and new competitors are entering in this sector. This has maximised
stress on every unit as in order to increase sales, marketing department of McDonald's needs to
make efforts so that it can maintain its position. For this it will be required that all the
responsibilities shall be performed with more concentration. The various functions that will be
performed in this respect are described below. These are also subscribed in maximising the sum
profitability. There are various key roles and responsibilities of marketing department of
company among which some are stated as below: Advertising: In order to improve buyers with innovative goods organised by the
mentioned company, administration requirements to update user timely (Aad and et. al.,
2012). McDonald's, this company basically depending upon the positioning as well as
targeting market mode of promotion and publicity can be selected like social media,
newspaper, and advertisement hoardings etc. according to this way that customers receive
to know about changes and innovations or new product improved such as developed by
1

McDonald's. Every elements of marketing has their own negative and positive.
Therefore, it is one of the most essential function which executed by marketing group to
select the correct option as if an incorrect decision is take then it will output into less of
time and factors which may promote to adverse impacts on profit margin. Buyers like
changes and when they access to know regarding a innovative goods they obtain much
attracted and therefore sum of the sales maximise. Business interaction: Whenever a redo in regulating business operations is fulfil by
management of McDonald's they required to communicate the equal to various
consumers like investors, buyers and other stakeholders (Al-Hasan, Thomas and
Mansour, 2016). These firm basically depending upon type and nature of information it
demands to be communicated as their best decisions may achieve impacted once they are
advised. Market study: In order to implemented as well as formulate strategies and policies
management requirements to have fulfil skill or knowledge regarding to the latest trend in
marketplace. It is a another function which is very essential because it performed by
marketing group in which gathers data from the external environment and consequently
take the different decisions. Once essential facts are collected it become simple to
implement various code of conduct for the McDonald's. Commodity management: For increasing profits it is very essential that cited company
give buyers with what they really required. For this an helpful as well as important
function of goods management system is regulated by the marketing team so that correct
items is made available on perfect duration. Competition analysis: In order to live in marketplace the very most essential element is
to introduce the all firm as it supports maximum in attaching the price (Babin and
Zikmund, 2015). The buyers are much, cost switch and sensitive to their demand very
positively when given with less cost products. Hence , fixing the fair cost is another
board function executed by marketing group so that it does not earn impacted with other
products brand. Transmit and work value: It is a important elements which support company to increase
their sales. This way generate the image of the company is a vital function of
advertisement as well as promotional group. Buyers are now much delicate, they need to
2

using good branded products even if they pay high price as they are much responsive
regarding brand value alternatively of its best services. Coordination of different activities: In this way identify the different variety of activities
are executed by in an enterprise. Marketing is a personal task and to keep coordination
among different activities, it is very essential. It is the responsibilities of the marketing
team in the marketplace and they take different efforts so that they every function is
represented in a effective way. Buyers services: It is a board function that determine company responsibilities about
process of product sale. Even after sale administration has to protect the buyers does not
have each problems about the equal. In the task any issue surface , it is the liability of
marketing group to rectify the subject matter (Baines, Fill and Page, 2013). It can be
after product sale service which provide customer satisfaction. Marketing planning: This a important element that define goals and objectives which are
set by the upper management such as authorities. Customers and employees needs to be
complete within the given time duration. To attaining those needs to be fulfil that how the
attach the targets will be experienced. Thus current marketers has to take best efforts
about hoe work has to be complete and who all will be a kind of that report. Grading and standardisation: Before manufacturing process the real goods that
McDonald's requires to choose what will be the shape, size quantity of many commodity
so that consequently production can be complete. Product sales are possible only if the
mediation prospect are attained properly. As various products variety are supplied by
McDonald's about becomes essential so that suitably transferred of each product is
complete. Packaging: McDonald's gives away facilities also to their buyers (Baker and Saren,
2016). This kind become very essential to have impactive possibilities of an involving
their goods so that customers do not find out it inappropriate to follow the same. Physical distribution: To make available products where they recently needed is of huge
essential and this is another important function which performed by administration in
order to generate time utility as well as place. Warehousing and storage: Time space takes best marketplace between the consumption
of products and time of production produced by McDonald's. It is thus an essential duty
3

which performed by marketing group as well as management to keep the needed stock
that too with care so that it does not achieve more impacted.
 Budget maintenance: In order to manage sum cost, it is very essential that sum activities
are targeted and managed verses various budgets. The director of marketing team which
are set several budgets against some activity which supports in reducing total cost. Also
this element of management which reach to maximised as they know their performance
will be assessed about this process.
P2 Relation between roles and responsibilities of marketing and wider enterprise
Marketing is needed in the companies states as it supports in doing advertisement as well
as promotion of service and products it assist in attracting huge number of buyers. Marketing
having am unfavourable impacts on the various functions of cited company which consider such
as includes finance, information technology, human resources, and consumers service sectors
etc. so that they have to make best merchandise plans in the perfect way and achieve large
benefits. Marketing with operations department: Marketing director of McDonald's has duties to
do work in best way and keep coordination with under this department to formulate such
as implement their research and plan about changing requirements of service consumer
(Banerjee, 2013). It may define essential process to give and making better service and
product quality to their target buyers and achieve satisfaction by them. Marketers identify
aggressive advantage to producing items in accurate time period. The director of cited
company can view into the business process. Finance and marketing department: It is very important part of an every enterprise
because it provide accurate funds to their business operations. This function take duties
to provide proper funds for marketing sector to handle various activities such as
promotion, research and distribution etc. The finance department of McDonald's prepare
master budget for organisation. So that they perform whole activities with the enterprise.
Appropriate budget provide proper fund to the marketing director to determine their task
in a effective way. Marketing and human resource department: This function is also very essentials for the
all department of marketing which achieve about with the HR function (Beatty and
Samuelson, 2014). It will supports in setting objectives and increase services and
4

products. The main responsibilities of this department to appoint knowledgeable
candidates as well as professional workforce. HR director of McDonald's effort to
change their activity of selection in order to maximize the effectiveness of operation. Marketing and research & development department: Marketing is a needed of every
organisation to give best support to improvement as well as development of the industry.
According to this process help in R&D department to considering about the various types
of product which are used by the service consumer. Sale and marketing department: This department is very important because it describe
the business activities to effect the sale process of individual products (Braslow, 2015).
These kinds of activities maximise attractiveness of sales sector in cited company.
 Information technology and marketing department: Marketing director of mention
company use different technology to make best plan activities. It identify by the business
manager regarding to online marketing of the items. They have power to gather
important information and take best decision about the business activities which will
assist in maximising sale volume in a effective way.
Marketing is a important function which attract many customers. All the activities are
very essential because it generate the buyers satisfaction about the products and services. It is a
vital role and responsibilities of marketing director to keep relationship with another functions of
an organisation. It will support to maximising effectiveness in process of an enterprise. This
function increase the economic sales and give best facilities to R&D department of an industry.
TASK 2
P3 Comparison of marketing- mix used by enterprise
Marketing mix mainly divided into seven components, four elements related to the items
like price, place, promotion and place and other three are related to the services are people,
process and physical evidence etc. This elements are helped management in launching an
impactive business states (Caporaso and et. al., 2010). Through all activities are relevant to take
best decision with maximum care. There are given below are the details of different source
which support in decision taking to administration:
Basis McDonald's ALDI
Product This enterprise offers variety This company provide less
5

of fast food products to their
customers, such as ground
sirloin sandwiches, Big mac,
cheeseburgers, French fries
and quarter pounder so on.
quality product. They purchase
raw material from selected
suppliers. They always supply
discounted products to their
customers. According to this
company maintain fresh and
healthy inventory of fruits and
vegetables.
Place McDonald's has its stores in
different locations that are
simply accessible by all. This
company also takes care of
those are who are in speed and
do not have duration to eat and
sit as for those cited enterprise
(Dioko, 2016). In this way
total sales are also increased. It
has their stores whole the
world and depending upon the
requirement its size varies
which supported the
management in getting more
market. This company to
maintain their products at best
places that it does not have to
spend more on marketing.
ALDI is giving its services in
more that 18 countries about
8000 stores.
Price The best advantages of this
company is that it keep very
economic price for its goods.
They do not charge high cost
This company offering such as
providing innovative product
and creative services to their
target customers (Hoványi,
6

and because of this it is much
popular across the student.
2013).
Promotion It is an important components
of marketing as about
advertisement buyers achieve
to know regarding different
innovative and existing goods
brought by business.
This company uses an
effective advertisement cost
strategies.
People It determined of all those who
are part of McDonald's like
customers, employees, and
staff members etc. Customers
loyalty is very essential so that
trust can be improved ( Kirby,
2012).
ALDI is a leading company to
give customers services on the
basis of high level
competitors. The staff of this
company to give
recommendation to their
buyers. There is no need of
high number of employees at
many floor.
Physical evidence This is very important
elements in order to attract
much person. Although it can
not modify or add innovative
design in various locations as
it keep the set standards in
whole of its stores(Joshi,
2014).
This company is using
effective pricing strategy for
their products. It sell out 80%
of own goods and other are
branded items. Apart form this
industry maintain price of its
products low.
Process To manufacture goods with
keeping impactive process is
very essential. Administration
need to increase that the
manufacturing cycle is
ALDI makes effective layout
of its retail stores easy which
support customers in finding
the the product in a easy way.
7

placement and small of each
consuming unit.
TASK 3
P4 Marketing plan
Marketing plan context: These are make to assemble McDonald's marketing objectives
and aims. The components of marketing mix is being arise in the structuring as well as designing
marketing plan for the enterprise. Marketing idea is start with well established and believe
marketing policies as well as strategies that are being selected by McDonald's in his business
operations (Chamorro-Mera, Miranda, and Rubio, 2014). It determine of different prospectors
that are include in designing plan. It define as a little summary of all information which are
support in producing a best purpose. It assist reader to analysed and identify it future change of
success and growth.
Overviews of the company
It include company whole information and its background with contact details. It will
support in attracting buyers who by reviewing about online or many means includes:
It is one of the important elements of its marketing policies. The segmentation indicates the
person and market division on the basis of basic characteristics. Where target market is a
individual terms that identify as market to sell its goods. It is mostly based on the geographic
factors which includes age, gender, density and region etc. the next one is demographic, it is
based on life cycle stage of a goods (Hoványi, 2013). Positioning indicates the best choice of
marketing mix for perfect as well as suitable buyers division of other categories.
Internal analysis: There are several aspects which are includes in this are as follows:
 Structure: MacDonald known as leading restaurants which are produce food and
beverages department in most of the country (Clow, and James, 2013). They have
attractive structure which is essential in order to attract large number of the customers. It
is entrenched in 1940 as barbecue food restaurant which is launched in California. It is
also known as one of the main provider of food department in United Kingdom.
 System: They apply different system such as supply chain management, product
delivering and customer feedback maintaining system.
8

 Resource: They have human resource, finance, technical, research & development and
other essential resources. All these are important part of the company which play
significant role in its success and development.
SWOT analysis of McDonald's
It is a internal analysis of mentioned company its weakness and strength can be analysed
which advance support management in taking different decision like which are required to be
modify. According to this process company achieve to know its powerful points like what whole
resources are their in which mentioned company is doing excel so that equal can be employed to
developed the all business.
Strength Weakness:
 It has a better hold in foreign market as
its food stores are increased whole over
the economic.
 It will provides a huge competition to
other industries in equal field (Dioko,
2016). It is also receiving better returns as its
buyers are maximising regularly and
also it face less fluctuations in outsider
surrounding.
 It is a biggest drawback with
McDonald's is its research and
development team
 Company is is impactive in choosing
new plans to its buyers and therefore
very innovative goods are launched by
it.
 Poor modern technology

Opportunity: Threats:
 It can task on its goods to come up
with new and innovative plans.
 Also this company should take care of
various components which are used by
it so that it gives healthy products.
 Apart from this it should also use
different innovative marketing policies
to expand.
 This elements determine the condition
to increase in external eating trend.
 It is a board difficult to McDonald's is
more and large innovative entries are
taking best place in this firm which
maximising the competition level.
 Ecological and environment threats.
 Change in taste or preference of
customers.
9

External analysis
PESTLE Analysis of McDonald's: One of the important and useful factor of each and every
organisation which is very beneficial for the business in order to identify their external sources.
This factor includes political, environmental, social, legal, technological and economical etc.
PESTLE Analysis Description
Political: Organisation considers the effect of the
political surrounding on industry. It will refer
the all impacts which is framed by
government. This will includes maximising
international trade opportunities, unfinished tax
reform and evolving opportunities and threats
of the company.
Economic: It is very important factor of the cited
business. With the help of this they can reduce
their profits and revenues all around the world
as well as decreasing buyers demands for
different services or goods.
Sociological: The main aim and purpose of McDonald's is to
reducing unhealthy products in a systematic
manner. They will prepare few successful in
order to evasion the neutral public thought over
the similar problem.
Technological: In modern world, advanced technology is
much beneficial and important for the
company. With the use of this business easily
complete their work in a systematic manner.
Opportunities of the marketing which is using
internet which is essential for the organisation
to easily complete their all task and activity.
Environmental: Under this type of problems which is directly
10