Marketing Essentials: Roles, Mix, Planning, Strategies, and Plans

This report delves into the core concepts of marketing essentials, exploring the roles and responsibilities of marketing functions within an organization. It examines how marketing strategies are developed and implemented, including market research, product development, and strategic marketing planning. The report highlights the importance of understanding customer needs and adapting to market demands. Furthermore, it analyzes how organizations like McDonald's and Burger King apply the marketing mix (product, price, place, and promotion) and planning processes to achieve their business objectives, comparing their approaches and strategies. The report also discusses the roles of marketing managers, including brand management, social media management, and customer relationship management, to ensure a company's success and competitiveness.

MARKETING
ESSENTIALS
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TABLE OF CONTENTS
MARKETING ESSENTIALS ........................................................................................................1
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3
P1. Roles and responsibilities of marketing functions...........................................................3
P2 Roles and responsibilities of marketing relate to the organisational-...............................6
P3 Compare Organisations apply the marketing mix to the marketing planning process to
achieve business objectives. ..................................................................................................8
P4 Marketing plan ...............................................................................................................11
CONCLUSION :..................................................................................................................14
REFERENCE.................................................................................................................................15
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INTRODUCTION
Marketing essentials is process of promotion, creating and delivering goods and services
to prospectors in business. Marketing process is not determines to buying goods on stores, its
process to supplying goods and services to people (Akbar and et.al., 2017). Organizations,
places, property experience etc. in McDonald's marketing manager defines how they supply their
food to people and how to manger relationships to consumers, and also ensure the needs of
people and determines the sales, profit and customers loyalty.
In this report, determination of roles and responsibilities of marketing functions will be
defined. It also includes how an organisation applies marketing mix and planning process to
achieve business objectives. It also includes the marketing plan of an organization and how they
market products.
TASK 1
P1. Roles and responsibilities of marketing functions
The marketing department plays a crucial role in any sector to promote their business
goods and services. Different organizations have unique form of marketing. The role and
responsibilities of marketing department main aim to increasing their product popularity in
market and increase company growth. Marketing functions defines how do marketing of their
product many companies adopts their marketing through online and offline medium. The main
suppose of marketing functions is to products development, market research, producing
marketing plan and advertising, distributional for sale and promotion of organizations products.
Marketing Department promotes brand image of a company. In addition, marketing
department front desk staff are manager company brand image by provide the quality service.
Marketing function involve to set pricing strategies of company to provide their customer to low
price products with quality service and also make competitive advantage to existing products.
Here are the following roles and responsibilities of marketing functions-
 Marketing Strategies- Marketing department make strategy to increasing their brand
image. Marketing manager makes strategy to implement new strategy in the market and
also make strategic decision and try to develop new products in the market. They also
make strategy to how to promote their products in the market (Baker and Magnini, 2016).
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Marketing manager ensures strategy that make is depending to their product or not. They
ensure their product quality according to their competitors and introduce products in the
market. This is the most important responsibility to take marketing department to existing
products.
 Listing to Customers Needs- In Marketing function one more responsibility to listen
their customers’ needs, marketing manager listen about what customer needs and
demands to the products and also ensures what types of products they want from the
market. Marketing manager of organization also listing consumer problems and
complains and gives exact solution of the problems. Marking manager ensure one thing
to fulfil the consumer requirement and their demands which according to products.
 Market Research- Marketing manager of the marketing sector also research about the
competitors products and they present better quality products in the marketing according
to the competitors. Marketing manager research at market to examine how they improve
their marketing process differ from other organizations. Manager also defines how they
developed plan of research about the market. Manger also does research about
competitors and their pricing techniques in the market. Marketing manager also research
about the target market and competitors development planes which help to determine
each process of research.
 Product Development-In the marketing department, the main function is products
development is defined the products include modification process of the existing product
and define the satisfaction of new products in market. Product development also involves
different and new characteristics of products that define benefits to consumers. In
addition, it also refers to innovation of products.
 Sales Advertisement- In this function, marketing manager make advertisement to their
products and present on television, radio, social media and other promotional sites.
Where they define what products company present in the market and what kind of service
company provide to the customers. Advertisement also defines the cost of the products
and exclusive offers to products.
 Strategic Marketing Plan- marketing manager of the company defines a strategic plan
to maintain company’s popularity and stability in the market. Marketing manager
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develops a plan to improve organizational marketing and their procedure and helps to
implement new marketing technique which is effects to the product's popularity.
 Communication- This is the most important function in marketing sector. A manager
must communicate effectively with consumer to define their products (Baker and Saren,
eds., 2016). Moreover, he directly solves consumer’s problems for example- They
complain about the product and service manager helps to define understand the problems
and solved them.
Roles of Marketing Department-
 Defining and Managing Brand- In this functions marketing manager define what brand
products they introduced into the marketplace. What organization defines about products
and how company promoting organization products. This also refers how the company
experience to present products and about the customer's response.
 Producing Marketing and Promotional Materials- In this function marketing, a
manager defines how the company promote materials and services. In this, he ensures all
promotions are up-to -date and understands how to promote their organizational products.
Small organization mainly promotes their material in the market and defines the value to
the customer’s lifestyles.
 Monitoring and Managing Social Media- This is the main role of marketing manager
order their employees to manage company social media. Employees operate the all
organization social site and post content, picture, video etc. on social sites. Marketing
manager order to include the all offer in the social which help to attract customers and
also increasing company growth.
 Conducting Customers and Market Research- In this marketing manager research
about their products and helps to define target market which has opportunities. In
addition, marketing manager also research about the competitive cost of the products and
products development .
P2 Roles and responsibilities of marketing relate to the organisational-
In the business industry there are several organizations approaches in the marketing
manager roles and responsibilities to handle all the tools of the market like promoting,
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delivering, supplying etc. marketing manager one of the main quality to work in team and shared
their idea's to each team member (Griffitts, 2016). In McDonald's marketing manager has roles
to promote their store service and provide detail about the products what company sale.
Marketing manager at McDonald's responsibilities to promote organizational service like
McDonald's provide home deliver services in the UK. The main role of marketing manager at
McDonald's to target market and understand the current and potential customers. Marketing
department has crucial role in the management. There are the various roles and responsibilities of
the McDonald's-
responsibilities of the McDonald's marketing manager-
 Identify potential market- Marketing manager at McDonald's identify the protectorial
market of tie company and determines which products likely to use customer like burger,
drinks beverages etc. after the identified potential market organizationals know what
products they want to sell in the market.
 Oversee new product's introduction- Marketing manager at McDonald's over see the
need products introductions. In this manager only focus to market research department
they also observe about the all marketing responsibilities and the product's introduction
through online and offline medium.
 Develop pricing strategies- To increasing marketing of the products McDonald's
managers try to make strategy to implementation of products and try new techniques for
marketing like they give discount on the burger and gives offer to buy 2000 price burger
with one mini burger free.
 Supervise people- McDonald's marketing manager are responsible for supervising their
employees like assistant marketing manager and other workers which working in
organization in lower position. Marketing manager hire and trained employees to make
better sale and also responsible to conduct various marketing project which is beneficial
for the company
 Communication- Marketing manager at McDonald's try to communicate their clients to
know the reaction of people after to know the reaction organizations try to make products
according to the customers reactions. ,marketing managers main responsibility
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communicate people know the needs and demands to the company and they also
communicate to know the problems and complainer from the organizations(Kladou and
et.al ., 2016).
 Improving image- Marketing manager at McDonald's improving their organizations
image to maintain the popularity and also maintain the quality of the products.
McDonald's time- to-time change present new dish in the market from that people are
attract most to the organizations.
Roles of McDonald's marketing manager-
 Development of marketing strategy and plan- Marketing manager at McDonald's
identify the consumer needs, demands and delivered them. Strategic marketing planing is
process of maintains and developing balance between organizations recourse, objectives,
skills and changing marketing opportunities to take place in business.
 Easy website optimizations- In this marketing manager of the McDonald's operate their
official website where they promote their product and present detail's about the products
like each burger details on MD. Website and how they provide their service like home
delivery, take away etc.
 Customers relationship management- In this marketing manager roles is maintained
relationship with customers. Organizations send emails and SMS to provide details to
their customers like offers and discount rates. Form that customer aware about the
organizations and what new food and test are coming in the marketplace through
McDonald's.
 Measuring success- This is crucial role in any organizations to measure success of the
products. Marketing manager at McDonald's maintain their products success they
maintain each process of the products like delivering, supplying promoting etc. they also
measure their products plans.
 Creating customers value- In this marketing manager offer the highest customers value
and present the quality management programs. Which build customers loyalty. In this
define customer value management is activities which managing detailed information
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about the individual consumer and their loyalty. In the digital marketing manager has
easily conducted one-to -one marketing in place of mass marketing .
 Dealing with competition- New competitors are coming to the online marketers, global
marketers and label marketers and enterprise manager identify the competitor strategies
their strengths, objectives and weaknesses. McDonald's manager always balance of
customers and competitors monitoring (Okumus and Cetin, 2018). They always ensure
each marketing process take going
 Effective management of channels- In this marketing manager at McDonald's trying to
manage channels of marketing and help in reaching the vast and widely suffered market.
Those channels are selecting training and motivation and intermediaries them. Marketing
manager also developed new roles in the organization and also identify the potential
market to the customers.
P3 Compare Organisations apply the marketing mix to the marketing planning process to achieve
business objectives.
Marketing mix McDonald's Burger king
Product MCDONALD focused on
customer needs and wants.
MCDONALD mostly focused
on vegetarian foods. It is
removes their old product and
introduce the new products for
satisfaction of their customers.
It is focus on product
diversification for the generate
the profits.
BURGER KING focused on
maintain the quality of their
products. It is focused on non-
vegetarian and vegetarian. It is
also focused on kid’s meals
and value meals. They can
provide combos for the kids as
compare to MCDONALD.
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Price MCDONALD is charged
lower price as compare to the
burger king. It is adopted
customer preference and taste.
It is focused on younger
teenagers. They can charge
price according to the
customer perception. They
focus on brand of the products
at lower price.
BURGER KING is adopted
market demand strategy.
According to market demand
they can generate the profits. It
is provided the products in
better quality at affordable
price. BURGER KING is
competed from the
MCDONALD for price.
BURGER KING is focus on
price because the many
customers are price sensitive.
Place MCDONALD provide indoor
and outdoor counter services
and also provide mobile app.
And websites as well.
MCDONALD expand their
business in many cities for
generating the profits and
revenues. They can provide
digital ordering and free
mobile charging.
BURGER KING develop
mobile app. And websites and
provide free home delivery. It
is also available in the
shopping malls and
restaurants. BURGER KING
is also available in physical
stores. BURGER KING is
highly present in western
countries, for increasing
revenues and profits.
Promotion MCDONALD spending huge
money on advertisement,
newspaper and different
channels of television for more
productivity and more
profitability and customer
satisfaction. It is also using the
BURGER KING choose many
ways such as personal selling
using mobile app and websites
for their profit. It is use
personal selling for only the
target customers. It is
providing different types of
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mobile app and websites as
well. Because of nowadays
technology will grow up and
every person using mobile.
MCDONALD is mainly
focused on children and they
can available of lucky draws
and coupons of combos.
MCDONALD is organised
sponsorship in many events
like world cup and FIFA
awards etc. for the promotion.
discount coupons. It is also
using of the advertising,
newspaper for their promotion.
BURGER KING is also
organised sponsorship in many
events for the promotion.
Physical process This marketing mix refers to
the McDonald's physical
evidence which refers the tools
and elements which impact
only to impress the customers
like McDonald's interior
which attract most to the
people (Rancati and et.al.,
2016).
In 150000 locations with more
than 71 countries burger king
has established their business.
Location of burger king
restaurant are located in
moistly in the business centres
and shopping malls and come
canteen company to grab more
customers.
People 97,000 people are work in
McDonald's in UK. Mostly
people are having McDonald's
burger, employees are happily
work in McDonald's to present
new test in market.
Burger king mostly focus
employees and consumers.
They provide quality food and
unique dining experience with
fast availability of the food
made burger king more
customers.
Process Process defines the
MacDonald provide their
Process sis part to operate
business successful (Stern and
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product to the customers
through online and offline
platform.
Porr, 2017)y. To operate 17
countries store of burger king
successfully maintained their
test and customer
P4 Marketing plan
Marketing Plan involves marketing strategy and complete business plan with actions to
be implemented. It is a type of blueprint or document that specifies business strategies or
objectives that are established through marketing efforts within a specific period of time.
Marketing goals are attained by targeting market and proper use marketing mix. Marketing plan
is an informal or formal structure of business objectives or goals (Armstrong, Kotler, and
Brennan, 2015). It shows the demands of customers by doing a proper market research and the
way their needs are met by generating input. Marketing plan of Mc Donald is as follow :
a) Objectives : Marketing objectives of Mc Donald can be described as a position where the
company wants to be at that period of time. They state what has to be attained and when it should
be completed. These objectives are depended on financial resources which are converted into
marketing essentials. Marketing plan must include expense budget, marketing strategy,
forecasting of sales and mainly SWOT analysis. There are almost five essential components of
marketing plan of Mc Donald :
1. Mc Donald looks at its strengths, weaknesses, opportunities and threats first. This helps it to
identify its competitors and make him understand that how it can pace with similar firms.
2. Mc Donald develops a target market profile through which it can go through customer's
insight like income level, age, gender etc. research also shows the demand of the product and
services and its expectation to grow up in the market (Ha, 2016). Targeting helps in motivating
the customer for purchase.
3. Setting clear marketing objectives with marketing plan helps to get market share and
segments.
4. Then, Mc Donald determines its Marketing Strategy to promote business which involves 7Ps
i.e. price, product, people, physical evidence, place,process and promotion.
5 .Financial documents are produces which include budget and sales forecast for business.
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b) Segmentation : It is next step of marketing plan in which types of customers are identified in
groups according to their needs. Some customers demand performance and speed while others
are concerned with safety.
c) Targeting : Here market is evaluated according to its size and growth. Markets may be
differentiated, niche or micro marketing. In differentiated marketing segments are there
(Heurman and Paavola, 2015). In niche marketing concentration is on few segments. While
micro marketing consists of individual or local marketing. The targeted customer's information is
collected and thus the profitability is increased.
d) Positioning : In this step Mc Donald creates image for its product through promotion, place,
price.
e) Budget : A full financial document is prepared by the marketing managers which involves
costing, volumes, revenues, resources quantities, liabilities, assets, cash flows etc. It is usually
made for a period of time (Kedia, 2017). It is made to show strategic planning process of
organisation. Listing of expected expenses or revenue is done.
f) Action Plan : Finally action plan is made which involves following steps :
 Preparing a mission statement :
It is describes the nature of the business, the targeted market and the types of service offered. It is
a type of document with few sentences. Large companies offer this vision statement too.
 Describe and list targeted or niche markets :
Here, all groups of clients and users are listed and described . After the description is done,
various segments of markets are identified by Mc Donald. These segments include specified
persons like CEO, marketing officer etc. Age groups are considered when the consumer market
is targeted. On the other hand, niche market is an important part of marketing (Lidstone and
MacLennan, 2017).
 Services are described :
To deliver better services to customers, it is important to conduct a market research so that
marketing leaders can understand the current demands and traits of customers and are able to
make customer base for their company (Linja, Long, Ramsay and Vance, 2015). They identify
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