Marketing Essentials Report: McDonald's Business Operations

This report provides a detailed analysis of McDonald's marketing strategies, examining the roles and responsibilities within the marketing department, and how these relate to the broader organizational context. It explores the marketing mix elements of McDonald's in comparison to KFC, highlighting how these strategies contribute to achieving overall business objectives. The report also includes an evaluation of a basic marketing plan, providing insights into market research, customer relationship management, and the identification of new business opportunities. The analysis covers various aspects of marketing, from brand management and promotional materials to social media and product management, offering a comprehensive overview of McDonald's marketing practices.

MARKETING ESSENTIAL

Table of Contents
INTRODUCTION...........................................................................................................................1
P1 Description on roles and responsibilities of marketing relate to marketing functions..........1
P2 How Role and Responsibility of marketing relates to organisational context. .....................3
LO 2 ................................................................................................................................................4
P3 Description on ways of marketing mix of one organisation to another to achieve overall
business objectives. ....................................................................................................................4
P4 Description on produce and evaluate the basic marketing plan.............................................8
CONCLUSION................................................................................................................................9
REFERENCES .............................................................................................................................10

INTRODUCTION
The marketing can be termed out as process as selection and development of product and
with help of it price can be determined. It is kind of management process that is responsible for
creation, communication, exchanging offerings that have value for customer, client and society
at large (Cardwell, Williams and Pyle, 2017). With the help of development and implementation
of promotional strategy the things can be done in the effective mode.
The present report is based on business activities of McDonald's, it is global leading
enterprise engaged in food and beverage enterprise. In order to promote the business function in
the expertise manner it is essential to carry out the all process in the systematic mode. The report
will look upon the things as are key and responsibilities of marketing functions, comparison of
marketing mix process to any other firm, evaluate the basic marketing plan. The main aim of this
report is to make marketing process effectively so that long terms plan of the enterprise can be
achieved.
LO 1
P1 Description on roles and responsibilities of marketing relate to marketing functions.
Marketing department has overall responsibility for growing profitability, increment in
market share and contribution to company growth so that entity can produce quality products
(Rapp and et.al., 2017). The McDonald's is taking incentives in order to deal with key roles and
responsibilities of marketing. It has been defined in the following presented manner as are-
Roles of marketing department
Defining and managing brand- The main role of McDonald's is to take initiatives in terms to
manage the brand of the enterprise in the eyes of public so that things can be conducted in the
expertise mode. It can be done if the wants and need of the customer can be analysed properly.
The Firm need manage the quality of the products so that buyers can get attracted towards the
services of the enterprise.
Producing marketing and promotional materials- The marketing department like McDonald's
are responsible to promote the good and services. They should be up to date to the commodities
and services. With help of effective marketing strategies, the firm can able to advertise their
product and services to the customers.
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Monitoring and managing social media- The marketing functions leads to manage social
media activities so that activities can be performed appropriately. With help of access to the
customer by the social media approaches it is possible to properly manage and monitoring the
activities of the enterprise. With help of this, it can be said that managing social media activities
effective the need of the customer can be analysed properly.
Product and service management- It is essential to take initiatives step in terms to define the
brand image of the commodities in the market.
Role of marketing manager-
 Supervise and coordinate business activities- Marketing manager of McDonald's has to
establish effective co-ordination among the various kind of business in terms to purchase,
packing, sale, storage, transportation, sales promotion and advertisement etc.
 Evaluation of product- With the advent of technological advancement, the need and
demand of customer changes over the time. Thus, it become essential for marketing
manager in order to study the all changes and evaluate the product periodically.
 Launch new product and service- In order to attract the new customers and retain old
customers it is essential for marketing manager in terms to study the needs and demand
of customers. He must launches the goods and services to satisfy the existing customer in
the market.
 Select the channel of distribution- The main role of marketing manager is to conduct
the physical distribution of good and services with help of various channels as are
wholesalers, retailers etc. This all things must be decided by the marketing manager.
Furthermore, it can be said that they need to select the specific channels and supplies the
finished products from the producer to customers.
Responsibilities of marketing departments-
 Market research- It is key responsibility of marketing departments to identify the
opportunities and gain better understanding of customer needs (Fine, 2017). The
McDonald's needs to understand the strength and weakness so that things can be done in
the better mode. With help of conducting the better survey the need of the client can be
satisfied. The proper research will helps to manage the all functions of the enterprise in
the systematic mode. This kind of the activities leads to manage the all things in the
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systematic manner. The better research will help to access the needs and requirements of
the enterprise.
 Customer relationship management- The marketing manger performs the function of
the department in the significant mode. He needs to take the managerial action in the
expertise mode. The organisational customer database will aid the customer satisfaction
survey. In order to manage it they have to take effective customer analysis so that the
needs of the buyers can be satisfied. The McDonald's need to make better and improved
relationship with help of taking the feedback in the periodical manner. This kind of the
activities will be helpful in terms to carry out the things in the systematic mode.
 Identification of new business opportunities- The marketing managers should analyse
the trends with the aim of new market for the entity products and services. With the help
of studying and purchasing patterns of the customers the firm can be able to take the
appropriate decision. The McDonald's can estimating the future performance with the
help of employing sale forecasting technique.
 Employee management- The marketing managers are responsible for employees
nothing the department. They must listen to their employee so that they can work in the
efficient mode. They must assign the duties and set targets for the departmental staff. The
main essential role of marketing managers is to conduct the periodic performance
evaluation so that performance can be done in the expertise mode. The McDonald's are
responsible to develop those strategies that will helps to ensures the enterprise to being
remain competitive.
P2 How Role and Responsibility of marketing relates to organisational context.
The marketing has wide number of responsibilities in terms to manage the function of the
firm. There are number of departments in the organisation that has to carry their function in the
expertise mode. Thus, it has been defined in the below presented manner as are-
 Human resource department- The HR of the department need to carry out their
functions in the systematic mode. In this, McDonald's is taking various number of
initiatives in terms to organise the business function effectively. The Human resource
department can work as to manage the firm resources effectively. There are several HR
discipline areas and in this they are responsible to provide a safe working to the
employees, safety training and maintain federally mandated logs etc. with help of
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effective HR facilities the enterprise can perform their activities in the effective mode.
The main aim of the HR of the enterprise is to take number of the initiatives in order to
take effective research and develop new product ideas (Dayan, Ozer and Almazrouei,
2017.).
 Finance department- The finance department of the McDonald's is responsible for the
managing the organisations cash-flows and ensures that there are enough funds in order
to meet the need of day to day needs of the enterprise. This area has the huge
responsibility in terms to handle the business operations effectively. In the enterprise,
finance department has to make key strategic decision so that they can organise the
business function in the systematic mode (Cardwell, Williams and Pyle, 2017). Thus,
finance department is responsible for managing all finance related issues. Thus, it
function may be inclusive of the planning, organizing, auditing, accounting and managing
the all activities so that all things can be carried in the effective manner. The quoted firm
should be responsible in terms to manage the resource of the enterprise so that they can
carry out the all activities in the expertise mode.
 Production department- The production department will be responsible for converting
the raw materials into the finished goods and services. This department has to be
responsible in terms to managing the all business activities in the expertise mode. The
McDonald's needs to take nunber of the initiatives in order to improve the efficiencies so
that it can easily meet up the output targets set by the management of the enterprise. The
business enterprise needs to decide the best value to the commodities and quality must be
maintained so that effective step can be taken towards it. The manager of the firm are
responsible in order to make the better understanding with the needs and wants of the
enterprise so that they are able to provide the effective services to them.
 Operational department- It is the administration that works as to create the high level of
the efficiency so that they can carry out the all the activities in the expertise mode. Thus,
the function of this department will be inclusive of the planning, organising,
coordinating, managing all the resources (Rapp and et.al., 2017). With help of it, there
can be possibilities in terms to managing the highest level of efficiency. The McDonalds
need to carried out the all the function in the systematic mode so that they can perform
all the functions in the strategic manner.
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 Marketing department- The marketing department plays the vital role in terms to
promoting the business activities in the systematic mode (Marketing Plan of McDonalds,
2016.). The function of the department are essential in terms to drive the sales of product
and service. The McDonald's is using various marketing strategies in order to render
good services to the customers. Thus, marketing function covers the things as are
advertising , promotion, sales and public relations. This all are helpful tool in order to
reach to the potential customer to the market. The main aim of this department is to be
responsible in terms to manage the better customer relation manager so that brand image
of the enterprise can be enhanced (Fine, 2017).
LO 2
P3 Description on ways of marketing mix of one organisation to another to achieve overall
business objectives.
The marketing mix works as to defined the all strategies and tactics that uses by the fir in
order to reach the target customers. Thus, it is inclusive of place, price, product, promotion,
physical evidence etc. Furthermore, it has been defined in the below presented manner as are-
Marketing mix elements McDonald's KFC
Product McDonald's is one of the leading
brand in the UK. Thus, it is inclusive
of products as are chicken products,
cheeseburgers, breakfast, smoothies,
fresh wraps and fruits etc. In the
present scenario, the firm is well
known for the burgers. To attract the
large number of the customer they
are adopting the suitable marketing
strategies and taking various
initiatives in terms to provide the
quality products to the customers.
Thus, firm innovates the new
products to attract the ore customer
The KFS is also one of the best
leading enterprise in the UK.
This firm works as to serve the
chicken in the various forms.
This firm is taking various
number of the initiatives in
terms to produce the extra
crispy and double dipping in
the chicken flour before deep
frying in the standard industrial
chicken. IN this manner, the
KFC is taking various
initiatives in terms to provide
quality of the products to the
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so that business can improve its
stability in the market. The
Mcdonald's is a firm that can use
range of goods and services that will
help in terms to satisfy the need and
wants of the customers. It works as
to develop the taste of product so that
more and more number of customer
will get attract to it.
customers (Steenkamp, 2017
Abratt and Bendixen, 2017).
Place This elements of marketing mix is
useful in terms to decide the location
of the firm. It will be helpful in terms
to attract the more number of the
customers. With help of limited
selection of the products the
enterprise can handle its business
activities in the systematic mode.
The main places that selected by the
McDonald as are Restaurants,
Kiosks, McDonald's mobile apps so
that they can offer the services
effectively. In addition to this, price
is that consideration that will charge
by enterprise for rendering its
product and services for the
customers. In this, place refer as
distribution strategy. Thus,
distribution strategies are the way
that helps the firm to get effective
products to the customers. Thus, this
firm using the intensive distribution
The menu offer at the KFC is
available at the reasonable
price. Thus, the target segments
of the KFC is young people.
The price of the product are
also less as compare to the
competitors pricing. The
services of this firm is very
lucrative in price sensitive
markets. This kind of the
activities will be helpful in
order to enrich the growth of
the market.
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technique that allows making
products available for sale through
possible channels of distribution.
Promotion The main element of the marketing
mix is to define the tactics in which it
is essential to focus on the making
better communication with the
customers. There are number of
various promotion tools as are TV
advertising, Sales promotion, public
relation and direct marketing. This
kind of attracting tools helps the
customer so that they can carry out
all the activities in the better and
efficient manner (Fine, 2017). In this
way, firm is approaching the various
methods in order to promote the
products in the market effectively.
Furthermore, McDonald's uses the
effective advertisement strategy
among the promotional tactics. On
the other hand, this restaurant uses
the television, newspaper,
magazines, internet and other media
so that they can make better
interaction with the customers.
The KFC is taking various
initiatives in terms to promote
their products with the help of
website as Facebook, Twitter,
Instagram and YouTube. This
firm also works as to tempting
the needs of the customer with
the help of the providing
special offers so that they can
get attracted towards the
working of the enterprise. With
help of it, organisation can
perform its activities in the
systematic manner.
Price This is one of the main element of
the marketing mix. In this, effective
pricing strategies has been adopted
by the enterprise so that they able to
The places has to be decide by
the manager of the KFC that in
which location they need to
start their business functions.
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provide the quality products at the
reasonable prices. With help of
providing better quality product at
the affordable rate the entity can grab
the attention of the customers. In this
way, the McDonald's has selected the
pricing strategies as are building
pricing and Psychology pricing. With
help of it they are able to conduct the
things in the expertise mode.
Furthermore, the quoted firm should
have the use of value pricing, price
discrimination, cost plus pricing and
various other techniques that helps to
define the services of the entity in the
market.
With help of it, this firm is able
to grab the attention of number
of firms. This firm also does
distribution services to the
customer in the manner as
parking, sitting etc. Thus, it can
be said that the KFC also have
may outlet in one district. With
help of it, they are able to
provide the good services to
the customers.
Process The process refers to the set of the
activities in terms to achieve
something. Thus, it can be said that
the McDonald's is adopting the
number of the activities in order to
deliver the products to the customers.
Thus, the food preparation at the
McDonald's is the completely
transparent with help of it, they are
able to attract the wide number of the
customers. Thus, Mcdonald's
undertakes the number of the
activities in order to deliver
commodities to the customers. The
one of the best feature of this entity
The deliver service of the KFC
is very limited. In this, it can be
said that they required to make
various of investment so that
they can able to attract the
firm. The delivery service of
KFC is very attractive in terms
to provide the good services to
the customers.
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is that food preparation technique is
very transparent that means whole
process can be visible to the
customers.
People The main objective is to make
effective discussion with the people.
If employees are not happy then they
deliver the product to the customer at
the cheap manner. This affects the
brand image of the enterprise in the
huge context. The main objective of
discussion is to address the each
issues of people concerning both
customer and employees.
The staff of the KFC are
trained in terms to make the
better communication with the
customers (Dietrich, Rundle-
Thiele and Kubacki, 2017).
The factor will be inclusive the
things as are multi unit
operation experience, finance
qualification, commitment,
culture and brand fit and
growth mind set. Theses kind
of program are helpful in terms
to building the all activities in
the systematic and organised
manner.
Physical evidence This is the last element of the
marketing mix. This can impacts the
working of the enterprise in the huge
context. (Marinchak, Forrest and
Hoanca, 2018) The interior design of
the McDonald's is quite attractive
and the staff also take various steps
in terms to maintain the clean and
hygienic factors. In addition to this,
Marketing mix of Mcdonald's is
physical evidence that refer to the
The KFC has number one
ranked in distribution of the
quality products to the
customers. To maintain the
transparency the customer can
also visit to the kitchen to see
the process and meet the cook.
This will help to attract the
customer in the market.
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elements of physical environment
visitors and customers.
LO 3
P4 Description on produce and evaluate the basic marketing plan.
Executive summary:
The McDonald's is the biggest food chain and they have attended the global acclaim from
clients of diverse places. This enterprise has taken various initiatives in terms to provide the
quality product to the customer. The objective of McDonald's is to increase its sales to 5% till
second half of 2019. The basic marketing plan of McDonald's can be presented in the following
manner as are-
Aim:
McDonald's major objective is to increase its sales to 5% till second half of 2019.
Marketing objectives- The main of this firm is to provide the quality products to the
customer by analysing their eating habits. It can provide the quick and easy solution of the lunch
and dinner to the people. This kind of brand is meeting the requirements of people by providing
the products quickly. The main objective of the McDonald's is to attract the customers with the
help of developing product plan as to bring dietary products so that health conscious customer
can consumer it. This will helps to attract the customers and it develop the competitive
advantage.
McDonald's swot analysis
Strength-
 It is the fastest leading market in the fast food restaurants.
 The food has to pass with the standardized process and it s also one of the great strength.
 This firm has the largest share in the market.
Weakness-
 They have maintained the unhealthy menu.
 This brand has limited process flexibility.
 The McDonald's has limited product diversification and affect the operation function of
the enterprise.
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Opportunities-
 This firm has vast chance to operate their business function in the middle east.
 The brand should concentrate the process as product diversification.
 They must take initiatives in terms to have further expansion of brand in internationally
manner.
Threats-
 The food has to face the aggressive competition with some other competitors in the
market.
 Changing eating patterns, taste and preferences of young generation and health conscious
people of UK
STP
Marketing segmentation- Motive of this business is based on serving all buyers which
is never being differentiated under any group or discrimination. McDonald's will deal with all
categories of individual with the aim of serving them the budgeted and high-quality food
products (Abratt, R. and Bendixen, M., 2018).
Targeting- It has been targeted by the professionals at McDonald that they will develop
various preparation in food and beverages that will attract the young consumers (Marketing
Segmentation, Targeting & Positioning or STP Process, 2014). Therefore, these group do not
have enough time to prepare and have the best quality food and beverages.
Positioning: After the competition of above process, the manager of the firm can move
to position its products and services in the new market.
(Illustration 1: STP PROCESS)
(Source: Marketing Segmentation, Targeting & Positioning or STP Process, 2014)
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Marketing strategy- Professionals at McDonald’s needed to use various techniques and
methods of promoting the products and services such as Social media marketing, print media,
Online advertisement etc. therefore, such techniques will help them in attracting potential buyers
as well as retaining the existing one.
Marketing mix:
7P's Description
Product McDonald's focuses to offer its wide range of
burgers and other eatable varieties by
developing innovative menus according to the
demand of people. The firm should develop the
product plan as to bring dietary products so
that It can attract to the health conscious
customers.
Price For attaining a good customer base as the firm
is planning to increase its sales revenue it
focuses on rendering its offerings at lower rates
Place McDonald's chooses it locations in engaged
malls, commercial spaces, outlets in the city
and with mobile application platforms to
deliver its products to customers.
Promotion With the help of internet the brand is focusing
more social media advertising and promotional
activities, it also follows a direct marketing,
media advertising and other promotional
practices.
Process McDonald's aims at rendering a satisfactory
service with high quality products offering.
People McDonald's hires and develops enthusiastic
employees for carrying out its operations and
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keeps them satisfied to make them render a
good customer experience with increased
performance for attaining firm's credibility.
Physical evidence McDonald's physical stores, franchises and
outlets are designed with attractive designs,
colourful interiors and ambient lighting to
attract attention of children and people of all
ages.
Budgeting:
Particulars Amount
Market Research and Development (R&D) £2,500.00
Salary £3,500.00
Advertising and promotions £3,800.00
Equipments and other tools £5,000.00
Transportation £4,200.00
Others £3,800.00
Total £22,800.00
CONCLUSION
Based on the above report it can be concluded that Marketing is the process that work as
to process, manage, create, communicate, deliver all the function in the expertise mode. It is the
activity and set of institution that will help to manage the all things in the expertise mode. The
main aim of marketing is to satisfying the customer requirements so that the all functions can be
carried out in the expertise mode.
The present report has cover the business activities of McDonald, it is global leading
brand and engaged in services of food and beverage. The report has covered the various things as
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are role and responsibilities of marketing, strategies, comparison of marketing mix and evaluate
the best marketing plan so that all things can be carried out effectively.
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