Marketing Strategies and Analysis for McDonald's (BUS 101)

This report provides a detailed analysis of McDonald's marketing strategies. It begins with an introduction outlining the core concepts of marketing and its importance in meeting customer needs. The report then examines the main roles and responsibilities of the marketing function, including Marketing Information Systems (MIS), marketing planning, financing, promotion, pricing, and selling, emphasizing how these elements contribute to McDonald's success. It also explores the relationship between the marketing function and other functional areas within the organization, such as Information Technology, Human Resources, Research & Development, Customer Service, and Finance. Furthermore, the report includes a comparative analysis of McDonald's and Burger King's marketing mixes, focusing on product, price, place, and promotion strategies. Finally, the report presents a marketing plan specifically tailored for McDonald's, outlining both short-term and long-term objectives. The conclusion summarizes the key findings and insights gained from the analysis.

MARKETING ESSENTIAL

Contents
INTRODUCTION.....................................................................................................................................3
TASK 1.......................................................................................................................................................3
P1 Main roles and responsibilities of market function.............................................................................3
P2 How marketing function is related with functional area of organization............................................3
TASK 2.......................................................................................................................................................3
P3 Marketing mix of two organization....................................................................................................3
TASK 3.......................................................................................................................................................3
P4 Marketing Plan of McDonalds............................................................................................................3
CONCLUSION..........................................................................................................................................3
INTRODUCTION

In straightforward terms, Marketing implies meeting the prerequisite of both market and
customer beneficially. In this manner, it is a social procedure that encourages the association to
trade and make value with their potential purchaser. Firms utilizes distinctive marketing
exercises which incorporate public relation, promotion and advertisement with a specific end
goal to fulfill the dynamic needs of client (Desai, 2013). It alludes to a constant exchange of
communication through which business venture advises, instructs and grow dependable
association with potential customer over some stretch of time. The principle goal of marketing is
to translate target customer so well that the item or administrations which particular organization
is putting forth to individuals fits inside their necessity and offers itself. The given report is based
on McDonald which is considered as the world biggest restaurant chain that gives fast food to a
huge number of customer. This report covers the different roles and responsibilities of market
function, how it is linked with other functional area of company, marketing mix of two
organization and marketing plan with an aim of achieving both long and short term objectives in
an effectual manner.
P1 Main roles and responsibilities of market function
The term “Marketing” can be characterized as an arrangement of tactics which consist of
advertisement, public relation, sales and promotion utilized by businesses keeping in mind the
end goal to meet the necessity of potential buyer. In present day situation, where necessities of
client is changing every now and again, it ends up vital for a firm to assess such needs and make
goods accordingly. It energize the enthusiasm of potential customer and empowers them to buy
the merchandise which satisfies their coveted request. Companies reach to its end buyer by
considering three key aspect of marketing including designing, execution and evaluation.
Following are the different roles and responsibilities of marketing function that help McDonald
in achieving its business goals and objectives in an effectual manner are discussed below:
•Marketing Information System (MIS): The essential duty of each organization is to make
themselves attentive about the preferences of their potential purchaser. Firms create income from
their client by offering them such item or services that completely fulfills their diverse needs or
desire. MIS can be characterized as a framework that assembles and appropriate data to manager
about powerful decisions of customer which will help the business in producing goods and
services as per customer requirement. Gathering marketing information on timely basis can
causes the association to take successful choice with respect to item change or improvement,
appropriation, media, advancement. For example, McDonald utilizes MIS device to catch all
important data identified with its objective purchasers so they can alter their item as indicated by
that.
•Marketing Planning: McDonald need to create effective plan of marketing that aid in achieving
their both short and long term goals in an organized way (Dibb and Simkin, 2013). Initially
when the alluded firm introduced their Early Breakfast Meal, they were not able generate higher
sales. But with the passage of time the company figure out that, consumer prefer to eat less oily
food. Thus the firm has decided to introduce healthy food that lead to raise its sales by near about
15%.
•Financing: As Business proprietor, the most critical capacity for marketing their item is finding
distinctive wellspring of subsidizing which will push the organization to successfully promote

their item or administrations in the commercial center. With a specific end goal to deal with
company's working capital and everyday tasks, they can compose their assets through various
sources, for example bank shareholders, investors, bank etc. McDonald's is for the most part
dealing with their financing through Franchising. Over 45% of their income is produced through
Franchising which is spread everywhere throughout the world.
•Promotion: This instrument is utilized by the organization with a specific end goal to promote
their item or services in the commercial center on tremendous level. Different promotional
strategy like print media, digital media and television that help McDonald in attracting large
number of customer (Draelos, 2010). It create mindfulness among potential purchasers which
wind up with fortifying the individual to purchase such item. It alluded as the voice of element
which empowers the organization to send their image message to different group of onlookers
unmistakably. McDonald's is utilizing different limited time methods, for example, advanced
media; they have their own facebook and instagram page where they continues refreshing about
new item or administrations, TV commercial; print media and so forth.
•Pricing: It is essential for company to set right cost may now and then turns out as a test for
business undertaking. If they charge high price from buyers then consumer may shift to some
other local brand but simultaneously, if they sell their products at low prices than buyers may
think that the company must be offering goods at low prices. McDonald's has utilize the
procedure of Price Bundling in which they join a few item together into a comprehensive single
thorough bundle with lessened cost. This assistance the organization to offer in excess of one
item at a same purpose of time however with a bundle. For example, McDonald is providing
Happy Meal Package to its customers which incorporates Hamburger, Cold drink and French
Fries at a lesser rate as compared to single price of each product.
•Selling: The idea of selling is firmly related with function of marketing. Organization produce
goods and services keeping in mind the end goal to create income, which they can most likely
yield by pitching their item and administrations to the individuals who really required it.
Offering is the main medium through which a firm can viably meet their customer prerequisite. It
implies that once the organization is finished with deciding different decisions of purchaser they
are requested to satisfy their request by giving right item at right cost and day and age.
McDonald is offering their item through their stores, on the web and furthermore giving services
related with home-delivery.
P2 How marketing function is related with functional area of organization
1. Marketing and Information Technology Department: For attaining high competitive
advantage in the market, organizations are encouraged to utilize imaginative and propelled
innovation. They can figure designs and procedures in a better manner with the assistance of
current innovation. Presently a-days customer needs to impart awesome association with mark.
Aside from getting an incentive for the item, recent college grads needs to fabricate trust among
the organization which will make them steadfast toward specific brand or item. McDonald has
taken the benefit of imaginative innovation through presenting its own computerized arrange
stage which incorporates self-benefit stands (Hauer, 2011). They have likewise propelled
different new highlights which contributes in expanding their general piece of the overall

industry such menu advancement, makes less demanding for the client to arrange on the web,
home-conveyance administrations.
2. Marketing and Human Resource Department: The essential obligation of HR Manager is
to enlist accomplished and talented work force who puts their best in accomplishing hierarchical
objective successfully and productively. Keeping in mind the end goal to accomplish extensive
number of offers, firm needs to invigorate the potential purchaser and for this they are require to
employ skilled individuals who have the colossal order in impacting purchasers to influence last
to buy. Presently, McDonald is hiring through using social media platform like Snapchat.
McDonald trusts that if their representatives are fulfilled, at that point just they can meet the
necessity of target client. McDonald 95% occupations are loaded with graduates or existing
workers. This expresses they are utilizing both inner and outside wellspring of enlistment.
Fulfilled representatives will hold with the organization for longer period.
3. Marketing and Research & Development Department: When the organization knows about
the necessities and needs of potential buyer it ends up with much easier for them to make or
change their item according to customer requirement. With the help of, company is able to gather
data related with consumer preferences which help in achieving business goals and objectives in
an effectual manner (Jones and Rowley, 2011). McDonald's much of the time talk with their
client which gives them the advantage to comprehend their buyer properly. For example, when
McDonald was propelled in India, they have investigated enough about their decisions. In India,
people do not eat hamburger. As a result, they introduce Burger which is much common in India.
4. Marketing and Customer Service Department: Customers are known as the king of market,
whose essential obligation is to make benefit for the organizations by taking their item or
administrations. Therefore, organizations are at risk to fulfill the client prerequisite successfully.
The greater part of the organizations are picking online networking stage keeping in mind the
end goal to very fulfill their objective shopper. McDonald is fulfilling their crowd by giving
them what they are really looking or wanted for. McDonald client benefit office is constantly
checking their facebook and instagram pages. McDonald is additionally concentrating on giving
better wages and training practices to its workforce which consequently will intend to fulfill their
customers completely. The Policy of McDonald is Happy Customer=Happy Employees which
they have figured in their whole working environment or establishments which gives them the
advantage of higher intensity level over their challengers, as their specialists put their best in
work and yield higher incomes for the firm.
5. Marketing and Finance Department: Marketing and back are alluded as two most essential
mainstays of an organization on which their whole benefit and income depends. Fund comprise
of benefit, cost though the term showcasing incorporates exposure, advancement, deals volume,
target and so on. As just about 40% of the McDonald's income is produced through Franchising
so they utilized promoting instrument with a specific end goal to invigorate individuals to take
their establishment (Lamb and et. al., 2011).
TASK 2
P3 Marketing mix of two organization
Marketing Mix
Elements
McDonalds Burger King

Product Diverse assortments of products are
created by McDonald's, for example,
veggie lover and non vegan burgers,
Mc chicken burger, aloo tikki burger,
plate of mixed greens sandwich,
desserts and different items. They
additionally offer combos with French
fries and frosty beverages.
It mainly offers non veg
sustenance items, veg menus,
solidified deserts, drinks and
so on they give imaginative
items with a specific end goal
to pull in clients. The
organization gives
comparable items as Mc
Donald's.
Price Distinctive costs are set by Mc
Donald's of various items. Non veg
burgers cost is 80, potato wedges in
50, chilly drink in 40 and so on firm
utilize value separation methodology
as the costs of the considerable number
of merchandise shifts as per the item.
It pricing strategy involves
rebates and offers. The
organization set moderate
costs of its items with the
goal that more clients are
pulled in towards the firm.
Burger King set low costs of
its merchandise in contrast
with Mc Donald's. Market
arranged evaluating
procedure is utilized by the
firm.
Place Mc Donald's outlets are found
everywhere throughout the world. The
business is similarly spread all through
the capital areas. Organization don't
direct administrations of home
conveyance however its outlets are
rapidly available to its clients. They
likewise gives take away
administrations to its clients.
The stores are situated at
those areas where massive
number of purchasers are
available and purchase their
items and administrations.
The organization utilizes
versatile application, eateries
and site for conveyance so as
to disperse its merchandise.
Promotion Mc Donald's spend great proportion of
its income on promoting its products.
It normally uses advertisement, digital
media, and print media to advertise its
products. It likewise support a few
projects with the goal that clients know
more to the organization. The primary
point of advancement is to increase
It use different promotional
tool like advertisement,
personal selling, public
relation for promoting its
product in market The firm
utilize print media and TV to
publicize. Coupons and
distinctive offers are likewise

higher deals at low costs. Firm
advance its image utilizes marking
effort " I'm Lovin it" diverse wearing
occasions are supported by Mc
Donald's, for example, FIFA world
glass, youth baseball, Olympic
amusements and numerous other.
given through versatile
application and sites to its
potential clients. Aside from
this, organization likewise
gives money related help for
programs identified with
instruction and gives grant so
as to keep up great relations
with open. By utilizing these
strategies, firm is viably
fortifying and advancing its
image.
People Organization has particular way of
tending to its buyers and additionally
treat its representatives in great way.
Their workforce have legitimate
clothing regulation and firm spotlights
on its labor to be shopper agreeable.
Representatives are urged to take
cooperation in procedure of basic
leadership. They have the duty to give
quality administrations and clean
sustenance to its clients.
It incorporates administrators,
workers, clients and
everybody. The outlet of
Burger King is going by the
executive. Group individuals
from conveyance do essential
activities. Administrator is in
charge of client association
and everyday activities. The
specialist co-ops guarantees
fulfillment of clients at
Burger ruler. To rouse their
workforce, they give them
examination as indicated by
their execution.
Process Mc Donald's upgrade their procedures
and cooking techniques which they are
utilized as a part of creating their
items. Advanced types of gear and
new strategies of sustenance handling
and dispersion are utilized by the
organization. The way toward
assembling nourishment is noticeable
to shoppers. Its streamlined
dissemination arrange coordinate its
way of life and qualities.
Its food production process is
straightforward to clients.
Best strategies are utilized by
Burger King to give items
and administrations to its
clients. They regulate
preparing to the retail dealer.
At present they take after a
creative approach of bundling
and appropriation of
nourishment items. Great
nature of nourishment is
delivered by Burger King by
the utilization of cutting edge
forms.

Physical evidence Mc Donald's is great as it leaves
everlasting impact in the mind of
clients. Its properties are viewed as
cleanliness, quality, benefit speed,
straightforwardness and tidiness of
procedures.
Physical appearances impact
the feeling that outcasts have
about the business and in
addition the manner by which
working of business
performs. Physical
appearance of Burger King
helps with pulling in huge
number of clients.
TASK 3
P4 Marketing Plan of McDonalds
Marketing Plan: It is critical to create effective marketing plan of the company that
characterizes all activities related with marketing and advertisement for an upcoming year (Lane,
2016). It comprise of the considerable number of refined elements of business, for example, its
strength, opportunities, threats weakness, vision, statement of purpose, budget statement,
monitoring and controlling and so on.
McDonald Overview: It is a leading fast food retailer of the world. The firm was set up by
Maurice and Richard McDonald's in 1940. The organization serves more than sixty eight million
clients for each day in 120 nations of the world. Around 36,900 eatery of Mc Donald's are
worked around the world. Firm create different items like French fries, ground sirloin
sandwiches, wraps, servings of mixed greens, soda pops, espresso, and so on roughly 375,000
individuals are work for the reason to accomplish objectives and destinations of the firm at
particular day and age.
Goals and Objective of the firm: The fundamental objective of Mc Donald's is to provide high
quality product and services to its target group of customers. The goal of the organization is to
amplify its deals and benefits and accomplish long haul targets and destinations in set timeframe
in powerful and productive way. Firm needs to expanded its incomes by 40 % in up and coming
months. Mc Donald's needs to make great picture in the psyches of clients and fulfill their
necessities and needs by giving them quality items.
Vision Statement: “To be the leading fast food chain that provide great experience to clients ".
Mission Statement: "To be the main selection of clients, with regards to, phenomenal
administrations, amazing items, cleanness, value for money and quick services.
SWOT Analysis:
Strength:  Strong market share
 Strong brand image and goodwill
 Safe, quality and hygiene products
 Effective promotion and solid brand name.

 Collaboration with Heinz ketchup, Coke, and Dannon
yogurt.
 Effective promoting methodologies.
 Competitive pricing
 Skilled and Competent workforce.
Weakness:  High employee turnover rate
 Unhealthy picture of food.
 Saturated nature of fast food segment
 Quality control with diversified tasks.
 Failure of administration to see patterns which are not fit.
 Declining incomes
 Loose clients because of wild rivalry.
Opportunities:  Upgrading product offerings and menus.
 Initiative for solid age.
 Global development.
 Upscale eateries.
 Appearance of complimentary gifts and rebates.
 Changing needs and tastes of clients.
 Elaborating to imaginative piece of world.
 Organic merchandise for wellbeing cognizant individuals.
 Offering items and administrations at each region of world.
Threats:  Competition.
 Threat from household rivals in different nations.
 Health cognizant clients
 Economic retreat.
 Variation in costs of items.
 Fluctuation in money.
 Laws and enactments by government
Marketing Objective: Currently business undertakings are centers around auspicious
conveyance of its items and administrations. Mc Donald's advertising destinations is to control
quality administrations to its clients and fulfill them by satisfying their needs and needs.
Organization likewise needs to make great picture in the brains of clients and increase higher
gainfulness by giving great quality items to its potential clients (Lipsman and et. al., 2012).
Competitor Analysis: Its key competitors include KFC, Chipotle Mexican grill, pizza hut,
subway etc.
Marketing Budget: It is arranged and planned so as to assess the costs that a firm acquire in
advertising of its items and administrations. In showcasing spending plan, certain measure of
cash is assigned for performing diverse exercises of promoting. Money related administrator
assumes a vital part in overseeing spending plan and keeping up all the monetary exchanges
viably
Marketing budget

Particulars 1st year 2nd year 3rd year 4th year 5th year
Initial money 7000 9500 8700 16000 24000
Investment 15000 21000 33000 10000
Total 7000 24500 29700 49000 34000
Marketing outlay
Promotion 1500 2000 2500 3000 4000
Sales publicity 500 500 500 1000 700
Direct selling 1000 2500 4000 2000 3000
Total 3000 5000 7000 6000 7700
Control and Monitoring: Mc Donald's underline on assessing and checking every one of the
exercises deliberately with a specific end goal to guarantee that all the work is done in
appropriate way and discover the zones of change so revisions can be made where required.
Marketing assumes a vital part in the development and manageability of business. It
incorporates every one of the information with respect to business. By the help of showcasing
plan, firm can decide its situation in advertise and characterizes every one of the exercises and
moves that are made by the firm in future keeping in mind the end goal to accomplish its
objectives and targets (Mihart, 2012). It covers 7p's of advertising which is critical for Mc
Donald's for presenting new item in the market. Firm utilize diverse techniques keeping in mind
the end goal to draw in and hold more clients and increase higher gainfulness.
CONCLUSION
As per the above mentioned report, it has been presumed that promoting is basic for each
association keeping in mind the end goal to accomplish development and achievement. It
assumes an imperative part in advancing merchandise and enterprises of the firm. Different

instruments and strategies are utilized by the organization with the goal that objectives and
destinations can be refined. 7P's of advertising, i.e., item, value, put, advancement, individuals,
process and physical proof helps with bringing new item into the market. Every one of the
elements of an association, that is, promoting, human asset, preparations and tasks, fund,
innovative work are interrelated with each different as all are contribute in accomplishing the
define objectives and focuses of the organization. Every one of the divisions are cooperating for
achieving basic reason. Detailing a suitable marketing plan is vital as it decides the
accomplishment of the association.

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