Marketing Essentials Report: Roles, Mix, and Marketing Plan Analysis

This report delves into the core concepts of marketing, beginning with an introduction that defines marketing's role in satisfying individual and organizational needs. It then examines the roles and responsibilities of different marketing functions, such as product planning, standardization, packaging, buying and selling, transportation, financing, risk-taking, and securing marketing information. The report illustrates these concepts using McDonald's as a case study, analyzing how marketing functions are interconnected within the broader organizational context, including the human resources, finance, research and development, production, and information technology departments. Furthermore, it explores the marketing mix of two distinct business organizations, and concludes with the development of a basic marketing plan to formulate effective marketing strategies.

Marketing essentials

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1 Roles and responsibilities of different marketing functions..................................................1
P2 How roles and responsibilities are interrelated with wider organisational context...............4
TASK 2............................................................................................................................................5
P3 Marketing mix of two different business organisations.........................................................5
TASK 3..........................................................................................................................................10
P4 Develop a basic marketing plan...........................................................................................10
CONCLUSION..............................................................................................................................13
REFERENCES .............................................................................................................................14

INTRODUCTION
Marketing is process of planning as well as implementing the concept of advertising,
promotion and distribution of ideas, products and services which are able to satisfy individual
and organisational needs. The management is responsible for determining, satisfying and
anticipating customers' requirements. In merchandising, firms try to offer a wide range of
products to which stimulates buyers' demands in the best possible manner. Marketing supports to
managing a balance between demand and supply and liable for economic development and
stability. If a business entity is able to promote itself at large level then it can easily attain its
goals and objectives adequately (Askeland and Wright, 2013). The current scenario is based
upon McDonald's; its an international fast food company which was founded in 1970. it has
become leading restaurant chain in terms of revenue across the world, McDonald's serves almost
70 million customers on daily basis. The overall sales revenue of the company is US$24.622
billion. Apart from this, the report will describe key roles and responsibilities of different
marketing functions and how they are interrelated with wider organisational context.
Furthermore, there is a discussion upon marketing mix of two different business units. A basic
marketing plan is formulated so as to formulate effective marketing strategies.
TASK 1
P1 Roles and responsibilities of different marketing functions
The term marketing plays a crucial role in growth and success of every business
organisation; it assists in delivering products to their end users. “Marketing states performance
level of business activities which supports to direct the flow of goods from manufacturer to
consumer”. The prime objective of every business unit is to earn profitability, thus marketing
aids to enhance the sales of firm by advertising and other promotional activities. Furthermore,
marketing generates and increases demand of new products and services; it results improves the
living standards of society as well. In this relation, a proper management captures the distribution
of all marketing activities.
Purpose of marketing: -
 The prime motive of marketing is to retain a business pace with changing preferences and
taste of buyers. It works out primarily because identifying customers desirers and wants
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is a continuous activity and improvements in existing products as wells launching a new
one always taking place (Clow and James, 2013).
 In context of McDonald's, Marketing supports to make products available at all place,
throughout the year. Thus, the fast food industry serves Hamburger and French Fires
cause of proper warehousing and packaging. Marketing creates place and time utility.
 Another role of marketing is expansion of an economy; it involves several functions, like-
advertisings, personal selling, planning etc. which generate job opportunities for people
and accelerate advancement of an organisation.
 Marketing also contributes McDonald's to meet market competition more adequately by
raising sales volume; it results ensure corporate success for long run.
Roles and responsibilities of marketing function: -
Product planning and development – Marketing starts with production of new products
and services so as to attain and retain high market share. It is essential for McDonald's to collect
information regrading needs and wants of customers and after decide what to produce. Thereby,
marketing task also states to improving or modifying the existing products of the company in
order to accomplish high cutting edge. In this dynamic environment, the firm which provides
better products will remain survive in market successfully for long run (Desai, 2013). In
addition, it is not enough to build a design in respect of product but also significant to develop its
regularly to retain high market growth.
Standardising and grading – This function of marketing are standardising and grading in
which standardisation consists to implement certain principles or standards for a specific product
which are based upon physical qualities and improvements. It involves quantity, (size and
weight) quality (shape, appearance, taste, material, colour etc.). Furthermore, UK government
has also set certain standards so as customers can get qualitative products and services. A
standard coveys an uniformity of goods which are offered by a firm. On the hand, Grading
means classification standardized products on the basis of different groups. In grading products
are categorised into several aspects like – similar size, quantity and features.
Packaging and labelling – The term packaging comprises with group of activities which
are getting included in designing and producing of container of a product (Dibb and Simkin,
2013). On the other hand, labelling a small slip which is mentioned on a product that provides
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full information about the product, like manufacturer's name, price, ingredients, manufacturing
and expiring date, batch number etc. Thereby, packaging and labelling both facilitate to attract
customers and influence them to buy products. In addition, effective packaging also supports to
keep goods safe from any kind of damage.
Buying and selling – It is one of the most important procedure of marketing. Buying
entails what to purchase, how much, from where and when, what quantity and price as well.
Business owners buys goods to increases sales and reducing costs. Products which are purchased
by retailers for reselling must be identified the needs and wants of their buyers. On the other
hand, selling refers with exchange transactions; it is linked with persuasion of buyers so as to
complete the purchase activity. Selling is significant part with an aim to earn high profits; it
enhances personal selling, publicity, advertising and sales promotion.
Transportation – It entails with physical forms of vehicles which are required to move
goods from manufacturing place to the place of consumption. It generates place utility. In
addition, transportation is also necessary in implementation of raw materials as well as for the
supplement of finished goods to its end users (Griffitts, 2016). Marketing relies upon road,
waterways, rail, air transportations. The type of transports can be choose by the companies as per
the area of delivery.
Financing – Strong finance is required to do all marketing activities in an effective
manner. Marketing function, financing involves the adequate use of capital so as to meet
monetary desires of agencies which deals with advertising, promotion and personal selling.
There are different institutes available which provides credit facilities in order to meet cost which
occurs while delivering goods to their end users.
Risk taking – Risks means loss which generates cause of certain unexpectable
circumstances in forthcoming period. Risk bearing entails with financial risks which can be
inherent due to ownership of holding goods for an expected demand. Fallen in prices,
depreciation, losses form spoilage, fire, obsolescence and floods are certain anticipated risks
which can be happened as per the time passages. Variations in fashion trends and legislative
measures are also a kind of risk. Thus, marketing managers of McDonald's are required to
determine future risks and prepare proper strategies accordingly so as to gain high competitive
edge.
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Securing marketing information – Basically, marketing decision are based upon the
accuracy of the information; right facts and data reduces the chances of occurring unforeseen
risks and uncertainties; it results reduction in prices. Marketing managers gather, assess and
interpret data from internal and external sources so as to make better decisions.
P2 How roles and responsibilities are interrelated with wider organisational context
In large business entities, there are several departments working together in order to do
all activities and tasks properly. This collaboration leads firm's success and contribute in decision
making processes as well. Along with this, while performing marketing activities it is necessary
for managers to work with all department so as to ensure firm's growth and success in the best
possible manner. The organisational structure of McDonald's is linked all departments which
facilitate the process of delivering products and services to their end users.
Human resource department – The main role of human resource department of the
company is to manage workforce in an effective manner as they can work effectively. Human
resource managers develop various strategies and policies in order to maintain healthy and
positive working environment; they also focus on providing training and development assistance
to all employees as they learn new skills and knowledge (Hsu, 2011). In context of marketing,
McDonald's needs to attract customers so as to accomplish high numbers of sales. If people have
proper knowledge regrading how to promote and advertise in market, then firm will ensure attain
their goals and objectives. In addition, Human resource management needs to recruit skilled and
able employees who understand their objectives and goals to accomplish them in effective
manner. In it they can also provide their service to conduct quality training program for their
existing employees who needs to polish their skill and working ability. Through this process, HR
manager can easily improve their employees interpersonal skill and working capacity easily.
Finance department – In McDonald, it is require that their management staff manage all
financial things an resources in effective manner to getting higher opportunities. This division
help to provide appropriate funds and reserve to grab new opportunity for getting higher success
easily. For this HR manager needs to recruit skilled and experienced candidate for organisation
who manage all financial resource in appropriate manner. This is a confidential division of firm
so it needs to be manage in proper manner. This department helps to manage all income and
expenses of organisation effectively. These accounting and financial transactions includes trial
balance, balance sheets, cash flow, fund flow, reserves, credit, debit and assets of firm. This
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division needs to be update on timely bases as per organisational financial year according to
opening and closing balance.
Research and development department – This division of McDonald help to analyse
each and every aspect that can be related to market need and customers demand. For this process
organisation needs to hire skill and experienced candidates who analyse each and every
marketing aspect in proper manner. After analysing these things, organisation and its employees
can easily build proper strategy to getting effective benefits through this. All division of
organisation are depends on this department because all the business activities are implementing
after this research process (Jones and Rowley, 2011). This research and analysis producer help to
providing appropriate information regarding resources, tools, raw material, market demand, fund
and its utilization as well.
Production and operation department – This division of McDonald is properly based
on Research and development department because all activities are implementing after proper
market research. These things are based on market and customers demand for specific product
and services. After analysing these things, a firm can easily start manufacturing and production
services according to market need. For this process, employees of firm needs to manage things
effectively to utilize each and every resource as well ad reduce wastage or cost effective aspects.
McDonald is a fast food firm, so forb them it is require to manage their food quality as per
customers health and safety.
Information technology – This division of organisation help to provide appropriate
sources, tools and equipment that related to advance technology. Through this organisation can
easily improve their business activities. In McDonald, these advance and technological
equipments helping to provide quality services through innovative ideas, in manufacturing
procedure to produce quick services and accounting tools for billing process. These kind of
resources helps to provide appropriate services in minimum timing. In accounting and
manufacturing division McDonald needs to implement Information technological sources that
build effectiveness in their transactions and manufacturing procedure. All these aspects are use to
provide effective services to customers easily.
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TASK 2
P3 Marketing mix of two different business organisations
Marketing mix consists with those tactics which are essential to promote a specific brand
or a product in target market. It involves a set of actions which helps in reaching large group of
customers in a certain time of period. While developing a marketing plan managers are required
to conduct a marketing mix so as to gain high competitive edge.
(Source: DO YOU KNOW YOUR MARKETING MIX?, 2017)
Marketing mix of two different organisations are stated as under: -
Basis McDonald's Burger King
Product A product entails with the value which
is put for a product. It is a thing that is
being actually sold by the firm in order
to increase its sales and profitability. It
is essential for business organisations
about the product which they are
offered to target customers (Lamb,
Hair and McDaniel, 2011). The
context, the main products of
McDonald's are – Salads, beverages,
chicken, fish, burgers, French fries,
Burger King is known as one of the
leading quick service fast food chain
that is famous of burger. The main
products of the firm are – sides,
beverages, salads, veggies, chicken,
hash browns, nuggets etc. Due to its
main product burger, Burger King
has a limited approach in market as it
follows generic strategy in order to
accomplish large scale of production.
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Illustration 1: Elements of marketing mix

sandwiches, McCafe etc. The product
strategy of the company is to produce
qualitative food items in comparison of
its rivals. In addition, McDonald's has
its own wide range of products and the
firm the believes to acquire product as
per the taste and preferences of local
people as well as cultural identity.
As per the time passes, Burger King
starts to emphasis on providing desert
category foods, like- milkshake,
cookies, ice-creams, Oreo-shake etc.
The firm also provides value and kids
meals combos in order to attract more
and more customers (Lane, 2016.).
Price The price states with the actual amount
that is charged for consumption of a
specific product and service. It is a
crucial element which is determines
firm's profitability and survival. The
growth of a product is rely upon costs
of production, ability of market to pay
and segment targeted as well as well
further factors. Pricing always support
in shaping the perception of a product
in consumers eyes.
The pricing strategy of McDonald's is a
combination of price bundling and
psychological pricing. In price
bundling, company provides discounts
on purchasing products in a bundle
whereas psychological pricing appear
to be more subsequently affordable
prices as people can easily buy it.
The fast food chain Burger King
follows market oriented pricing
strategy and competitive pricing
strategy so as to grab better market
opportunities. Its prices are always
comparable in market demands and
behaviour. By having a huge
competition with McDonald's, Burger
King is emphasised on providing
better quality products with
affordable prices.
As the firm as value added meals
helps to generate more revenues and
sales, thus it has become one of the
leading revenue generating company.
Place Distribution or place of a product is
one of the most important part of
marketing mix. It is fundamental for
Burger King has effective network of
supply chain across the world; all of
its operations are delivered region
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corporate associations to distribute
their products at a place in order to
easily accessible to target and potential
customers (Mihart, 2012). There are
various distribution strategies, such as-
intensive, exclusive, selective
distribution and franchising.
In context of McDonald's, the firm has
acquired franchising as it is established
in 100+ countries and there are several
outlets available over the world in local
streets, malls, airports, railways etc.
McDonald's also permits buyers to
drive through service, such as- indoor,
outdoor seating, counter service etc.
wise. As a supplier of Burger, the
firm has set quality standards in order
to maintain its credibility in target
market.
Along with this, Burger King has
greatest number of restaurants cause
of its presence in western countries.
The firm has developed physical
stores, mobile application and online
ordering for driven up the number of
customers and sales revenues.
Promotion An effective promotion involves –
advertising, sales promotion, public
relations etc. Advertising includes
various communication channels, i.e.
print media, radio commercials,
televisions, social media channels. But
in this modern era, there seems to be
shift from offline to online world.
McDonald's promote its products in
order to attract large group of
customers and influence them to
purchase it. On the other hand, to
maintain its public relations
McDonald's gives charities and
donations to different NGOs; it will
support to boost up the value of
Burger King applies different
methods to expand its market
presence over the globe.
Advertisements through print media,
i.e. magazines and hoardings is done
by the company in order to attract
large group of customers.
Another promotional strategy of
Burger King is to offer value added
menu with main course at the time of
ordering (Kennedy and Parsons,
2014). It also provides discount
coupons on first visiting of customers'
which will force them to come again.
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corporate brand.
People It entails the individuals who are
involved in processing all business
activities and tasks. McDonald's treats
its customers as well as customers in
unique way. People who worked in
here, need to follow similar dress code
so to reduce the cultural diversity at
workplace. It also provides training and
development assistance to staff
members to timely improve their skills
as they can compete with rivals and
perform well.
It is the prime liability of McDonald's
managers to undertake day to day
proceedings.
Burger King is a customer oriented
company which emphasised on
delivering highest level of customer
satisfaction. In this manner, quality
food and novel dining experience
makes the company customer centric.
On the other hand, the business
organisation also tend towards its
employees by providing appraisals
for appreciation of their work.
Physical
evidence
There has to be remained a physical
evidence of the service has delivered.
Physical evidence pertains how
products and services will be pertained
in market. Hygiene is of utmost
importance followed by quality and
service (Nguyen and Simkin, 2012).
McDonald's leaves an everlasting
impact in customers' mind; the main
elements of physical evidence are –
speed of service, cleanliness, hygiene,
quality etc. Most of the McDonald's
outlets represent with a brand colour.
By having a presence in more than
15000 locations in 60 countries left a
remarkable identity in developing
countries. Its outlets are easily
present in metro cities, malls and
business centric areas.
Process It describes how products and services To remain competitive, Burger King
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are consumed and relevant specially
with service industries. In addition, the
manufacturing processes of an
organisation also affects the
implementation of services
(Papasolomou and Melanthiou, 2012).
McDonald's is continuously improving
its cooking methods; it is used a
sophisticated tools for food processing,
packaging and distribution. The overall
delivery system of McDonald's is
streamlined with its values and culture.
The food production system of the
company is visible to all customers for
winning their trusts and faith.
always tries to improve its taste,
operational areas, working cultural
and supply chain management.
Process helps to make a wide chain of
work which is more reliable in any
working environment.
TASK 3
P4 Develop a basic marketing plan
The process of marketing planning can be benefited for any business organisation; it
ensure a firm to respond quickly towards changes in environment. It also supports to recognise
the internal strength and weaknesses of the company so as to make essential improvements. In
addition, marketing planning process will service achieve corporate objectives of a business
through of set of actions or planned activities (Perreault, 2010). In McDonald's, marketing plan is
developed in order to gather consistent information towards products from top management. The
plan acts as a roadmap for performing all core functions because it ensure that all departments
understand their key goals which are surrounded with offered goods.
Below mentioned marketing planning process of McDonald's: -
Overview of the company – McDonald's is a fast food company by having more than
more than 35000 outlets across the 100 countries. The firm is a first choice of burger among
customers as this is the reason it serves 70 million people per day. McDonald's had the largest
share of 17% in fast food industry whereas is competitors Burger King has a 11% of market
share. The main products of the company is fries, Big Mac, chicken nuggets, chicken
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