Marketing Essentials: Marketing Planning and Strategy Report

This report provides a comprehensive analysis of marketing essentials, using McDonald's as a case study. It begins by outlining the key roles and responsibilities of the marketing function within an organization, emphasizing the importance of market analysis and adaptation to the changing environment. The report then delves into the interrelationship between the marketing department and other functional units, such as human resources, sales, production, research and development, and customer service. The application of the marketing mix (7Ps) to the marketing planning process is examined, with a focus on how McDonald's employs various tactics and strategies to achieve its business objectives. The report includes a basic business plan and culminates in the design of a strategic marketing plan, demonstrating how the 7Ps can be leveraged to achieve specific marketing goals. The report provides a detailed overview of marketing concepts and their practical application.

MARKETING ESSENTIALS

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1 Key roles and responsibilities of marketing function in organisation...................................1
M1 Analysis of roles and responsibilities of marketing with regard to marketing environment4
P2 Roles and responsibilities of marketing with regard to other department in organisation....4
M2 Analysis of importance of interrelationship between marketing and other functional unit. 6
D1 Critical analysis of key elements of marketing and its relation with other functional units. 6
TASK 2............................................................................................................................................7
P3 Application of marketing mix to marketing planning process to achieve business
objectives.....................................................................................................................................7
M3 Evaluate different tactics and strategies used by McDonald's for achieving business
objectives ..................................................................................................................................10
TASK 3..........................................................................................................................................10
P4 Basic business plan..............................................................................................................10
M4 Detailed coherent evidence based marketing plan for chosen organisation.......................13
D2 Design strategic plan through which 7P's are used to achieve marketing objectives.........14
CONCLUSION..............................................................................................................................14
REFERENCES..............................................................................................................................15

INTRODUCTION
Business operates in society and there is need to watch activities of society. There are
many changes taking place in environment, marketing department of company is responsible for
analysing market. These days manager has to perform many activities which are contacted with
operations of organisation (Abushadi and et. al., 2015). There are chances tat company has to
modify its plans and policies as per requirement and demand of customer. This report is based on
Mc. Donald's which is a fast food company found in 1955 by Richard and Maurice McDonald.
Mc. Donald have head quarter in US. This company is second largest organisation having about
36,900 outlets all over the world. This company has good reputation in market and Burger King,
Pizza Hut, KFC, Wendy's, MOS Burger, etc. are some core competitors. This report talks about
role of marketing in organisation and its interrelation with other departments, 7 P's of marketing
mix, business plan which is required to set code of conduct for employees.
TASK 1
P1 Key roles and responsibilities of marketing function in organisation
Marketing implies with promoting new product and services in market. There is
requirement of proper research and advertisement to analyse market. This helps company to
modify its policies and strategies which are beneficial for their growth. There are many activities
related to marketing and manager has to perform various activities which are possible with the
joint efforts of manager and employees. Mc. Donald has various goals and objectives, it is
essential that manager has to motivate personnel to achieve targets. This helps them to earn
profits and enhance image in market (Baker and Magnini, 2016). There are chances that there is
difference in views of personnel but it is important to give priority to their views also this
motivates them to come with new ideas. There are many objectives long term or short term
which are essential to company to achieve, this helps company to bring faith and trust in brand.
These days as the role of marketing increases duties also increases, there are changes happening
in operations of marketing department. There are many activities associated with marketing.
Some are discussed as under-
Marketing planning- There is requirement of planning at every stage in company. Mc.
Donald's operates its operations after proper planning. It is essential to strategise policies
according to need. There are possibilities that there is linkage between activities of various
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department. If proper planning will be there then it is possible to reduce wasteful activities.
There are many activities which has to be performed by different department to achieve goals
and targets, there are chances of same activities performed by different employees. Proper
planning helps company to reduce this and concentration on what next. There are possibilities
that manager has to plan operations which help company to achieve targets on time and with full
energy. This planning is most basic and important task leader has to perform so all activities
associated with marketing can be performed timely (Brooks and Simkin, 2012).
Promotion- Mc. Donald's compete with various other brands of fast food, so they come
with new and innovative ideas to satisfy need of customer. When they come with new variety, it
is essential to promote it in society. This increases sales of company and positive impact on
profits of organisation. There are many methods through which company can promote its items.
Marketing manager has to perform activities which are helpful in accepting approach which is
suitable for company as well as society. Promotion through medium must be effective when it
delivers proper news to targeted consumer.
Financing- This is blood of company and it is essential for manager to adopt source
which are beneficial for company's position. It is essential that manager has to analyse sources of
fund available in market and adopt which is best for organisation. Marketing field has to keep
knowledge about expense which are required to be held and it is essential that those expenses
must be one in manner which is optimal of company. Cost to capital must be low so company
can get high returns, it is important that manager has to give important to aspect for which fund
is required. In case of M there are many changes in product, so it is important that they must not
expend on promotion more than revenue (Abushadi and et. al., 2015).
Research and development- Research is main task in marketing department. They analyse
market and then take actions as per need of society. They deliver the need of society to top level
management and according there will be modifications. Mc. Donald's has huge variety of burger,
pizza, French fries, etc. and timely they modify it. So it is essential that manager has to conduct
research. Many time there is change in strategies so it must be communicated to employees, so
they can perform actions accordingly. There is change in demand of India and other foreign
countries so research helps company to deliver as per requirement.
Distribution- Distribution means delivering raw material to industry and finished foods to
outlet. There are many channels through which company can distribute food items, it is essential
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that manager has to adopt best alternative among them. Mc. Donald's deals in sector of eatables
so it is essential that manager has to give emphasis of this concept otherwise food stuff may get
rotten. As per change in environmental factors it is essential that manager has to change
distribution channel also, so it is important to adopt options which is suitable (Baker and
Magnini, 2016). Mc. Donald's collect their raw materials form specific place so it is essential that
marketing has to analyse material and then place order. It s essential that there material must not
be dead and over stock.
Selling- Sales is the important task which is related to marketing, when there is proper
marketing then only demand will arise. There are possibilities that manager does not give
emphasis on sale factors, then it affects revenue of organisation also. Mc. Donald's operates in
different part of world, so it is essential to market goods as per need and social factor. In
general , at weekends and special occasions such as Christmas, Valentine's week so proper
delivery of goods must be there.
Management information system- This system is important to communicate in company,
there are possibilities that employees do not have knowledge about changed techniques,
marketing department update their knowledge about it. Mc. Donald's has different outlet and
manufacturing units at different places, so it is essential that marketing unit must come with new
technology and deliver goods timely. There is requirement of communication in between various
departments, so there will be no confusion. Benefits of MIS is this promotes good environment
in company (Brooks and Simkin, 2012).
MARKETING PROCESS MODEL
Illustration 1: Marketing Process Model
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Source: Marketing Process model. 2018.
This model talks about how marketing plan works it is important that manager has to perform
activities which are essential for company to achieve business objectives. There are changes
taking place in environment. There are five steps in this model which helps in performing
marketing function with full efficiency (Marketing process model, 2018). There is requirement to
analyse market and environment then they mix target for which company operates its business.
There are possibilities that there is change in perception of managers then best must be adopted.
There are possibilities that manager has to frame policies to market product and services. At last
it is responsibility of top level management to control actions of workers. There are two
outcomes i.e. positive or negative. In case of negative results it is essential to guide personnel
and reduce unfavourable results.
M1 Analysis of roles and responsibilities of marketing with regard to marketing environment
It is essential that marketing department has to perform activities as per requirement of
situation. There are many changes taking places in society and it is essential that manager has to
take care of operations which are helps in their growth and development (Desai, 2013). Is is
important for company to modify policies as per change in environmental factors. It is not
possible for company to analyse external factors of environment so company must take actions
as per change, through this they can give hype to their performance. Marketing department is
responsible for operations which are helpful in achieving goals and targets.
P2 Roles and responsibilities of marketing with regard to other department in organisation
Marketing is important role in organisation. Mc. Donald's has to perform activities which
help company to deliver about their new product and schemes. It is essential that manager has to
frame policies which are acceptable in environment. Mc. Donald's operates in different part of
company so it is important that manager has to frame policies which are suitable for company to
grow. These days role of marketing manager is increasing then this helps company to enhance
image in industry. Mc. Donald's has objective to enhance its profits this can be done when there
are properly marketing of new launch. This provides edge to company over competitors and
hence customer will not switch to other brands.
Departments Relation with Marketing Department
Human Resource There is requirement of many employees working in
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company, there is requirement of workers as per time
changes. This need is conveyed HR manager by
departmental head of marketing department. This helps in
maintaining requirement of workers and bridges gap
between demand and supply of workers. If there will not be
proper satisfaction to workers then there are possibilities
that it hampers operations. Marketing manager can take full
detail about particular employee from HR department.
Selling Sales of product by Mc. Donald's help company to increase
their profits and if marketing is not proper then there are
possibilities that consumer does not haver knowledge about
new variety they serve. Company has to perform task as per
need of customer and in case there is change in market then
Mc. Donald's has to modify its plans and decisions.
Production Mc. Donald's produces their food stuff from different
sources. So it is essential that marketing department has to
analyse any other resources which are more beneficial and
effective. Sometimes there are possibilities that company
has problem with dealer then it hampers the operations of
company. It is essential that manager has to ready with
options which help organisation to achieve targets on time.
Research and Development This department is closely linked with marketing, research
must be done before marketing regarding what change is
happening in market and how that can be implemented to
organisation. There are many external parties which assist
company to achieve goals, so it is important to create good
relations with them.
Customer Service Customer service is department which contact with
customer. Customer is the king of Mc. Donald's, their
problem and grievances must be solved. It is important that
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marketing manager has to perform task as per need of
customer representatives of this department communicate
to marketing department as per need of customer. This
helps company to increase its goodwill in market and
satisfy customer.
Finance and Accounting There is requirement of finance to conduct marketing
research. There is some budget set by top level
management for market product and services. When
marketing leader has to perform activities, so it is
necessary to expand money as per set standards. Manager
has to perform task by communicating to accounts
departments.
With the help of marketing is possible for company to take feedback regarding product
and services. Mc. Donald's come with new launch but it is not necessary that those product will
give positive results, so reason behind disliking can be known through marketing techniques.
Marketing is not concern with single department, they have relation with other units also, this
helps in successful achievement of targets (Dibb and Simkin 2013).
M2 Analysis of importance of interrelationship between marketing and other functional unit
There is important role of marketing manager in creating contact with various other
departments of Mc. Donald's. there are many departments which has activities interrelated so
marketing manager has to create good relations with all other units of organisation. It is not
possible for single unit to perform task to achieve goals and objectives. So it is important to be in
regular touch with other departments also. This is profitable for Mc. Donald's also. It is essential
that top level management of Mc. Donald's has to give emphasis on team work so this helps
company to achieve objectives efficiently.
D1 Critical analysis of key elements of marketing and its relation with other functional units
As discussed above that marketing department has to contact with all other department,
this helps organisation to achieve targets and manager has to motivate workers. According to
Essentials, 2015 there are many factors which affects business operations this can be in positive
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or negative way. In Mc. Donald's there are numerous employees and there are possibilities of
personal conflict among them, but when management of company emphasis on team work so
this helps to reduce conflicts. This is important that manager has to deliver duties as per skills
and qualities of person, this motivate them to perform well and this sharps their skills.
TASK 2
P3 Application of marketing mix to marketing planning process to achieve business objectives
Management frame marketing plan which specifies strategies which are made for
elements such as product, price, place, promotion, people, process and physical evidence. It is
necessary that firm deliver adequate products and services in marketplace in according to needs
and wants of people. So, marketing planning is process used by companies to advertise public
about variety of items offered by them. Thereby, attract customers and enhance market position
and reputation. This help organisation to accomplish goals and objectives timely.
Thus, both McDonald's and Burger King uses marketing mix through which they are able
to make system function effectively. 7P's help firm to promote information about products and
services; its features and benefits. So, this benefit companies to regulate sustainability and use
appropriate tools to expand business (Gamble and et. al., 2011). It is essential that superior
design marketing plan efficiently through which they are able to compete with rival brands and
enhance their market share.
Components McDonald's Burger King
Product Hamburger, French fries, soft
drinks, breakfast items and
deserts are various food
products that are offered by
McDonald's.
Executive provide variety of
items and in different ranges to
increase their customer base.
This benefit firm to enhance
sales, as quality products are
delivered to people.
Burger king provide variety of
food items such as hamburger,
French fries, milkshakes and
deserts to people.
For this, administration
conduct research to
acknowledge taste and
preference of customers.
Thereby, provide adequate
products. This help company
to attract people and generate
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adequate revenue for business.
Price McDonald's provide coupons,
discounts and offers to retain
customers for longer period.
Besides this various meal
packs are framed in respect to
compete with other brands and
attract people.
Firm provide different range
food items in respect to
influence buyers and make
them purchase items as per
their needs and wants.
Burger King also offer various
packs to pull customers from
competitors.
Place McDonald's uses franchisee
concept to open outlets in
different nations, through
which executive is able to
offer items to large number of
people.
This benefit company to
improve profitability and sales.
Burger King has established
branches in various countries,
through which administration
is able to enhance sales.
This help company to increase
customer base and generate
adequate revenue for business.
Promotion Administration prime focus is
to deliver quality items and use
adequate tools to advertise
public about variety of food
products that are available in
stores.
Print media, TV commercials,
public relation, sales
promotion and E-marketing
are various devices which are
used by firm to aware people
about coupons, discounts and
Promotion devices are used by
firm to spread awareness to
population about products and
services that are offered by
firm.
Burger King uses social media,
newspaper, hoarding, etc. to
make people aware about food
items that are offered by
company.
This help firm to engage
potential buyers and improve
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offers.
This benefit McDonald's to
attract customers and enhance
market image.
market position.
People Mc. Donald's comprises
technical unit which frame
attractive message to influence
people. Besides this,
management conduct sessions
to enhance skills of floor staff
members; so that they deliver
effective services to people.
Executive also take care that
there are no issues and
conflicts of workforce with
firm. They even provide
adequate working conditions
to members to retain them for
longer period.
Burger king provide flexible
environment to members to
make them perform activities
properly. Administration
conduct appraisal activities to
make workforce connected
with firm.
Apart from this, meetings are
conducted to encounter
problems faced by members
and provide them adequate
solution.
Process Company uses diverse
distribution network which
consist doing business offline
and online through which
appropriate items are supplied
to people. Besides this, firm
had constructed relationship
with suppliers through which
adequate material are available
with members.
Firm has established online
websites and offline stores,
through which customer's are
able to purchase items easily.
As, Burger King is not single
distributor which is offering
organisation items.
Physically evidence McDonald's provide adequate Company provide positive
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interior and aura in their outlet
to retain customers for longer
period.
Besides this, firm take
feedback from people through
their websites about quality of
food items.
Thus, company is able to
position superior than rival
firms and enhance goodwill in
market.
environment workforce, taking
care of their health. This
benefit management to sustain
members and deliver quality
service to people.
So, as customers get
appropriate interior in outlet
which advantage organisation
to attract people.
Henceforth, this can be comprehended that management require to make appropriate
marketing plan; through which company is able to spread information to public about its
products and services. By framing adequate marketing mix which consists product, price, place,
promotion, people, process and physical evidence in according to other firms. This benefit
McDonald's to attract large number of people and enhance sales and profitability of enterprise.
M3 Evaluate different tactics and strategies used by McDonald's for achieving business
objectives
Marketing team require to make appropriate strategies and tactics in respect to marketing
plan of McDonald's. It is necessary that product, price, place, promotion, people, process and
physical evidence are framed properly (Goedertier and et. al., 2010) . So, marketing mix P's are
designed properly through which company is able to enhance market position and retain
customers for longer period. Besides this, market survey is effective tool through which
management acknowledge taste and preference of people. Thereby make alterations in strategies
and system accordingly. This help firm to make system function effectively and gain advantage
from rival brands. This help executive for success and growth of organisation.
TASK 3
P4 Basic business plan
Mc. Donald's come with some value addition in their product. Hence there is requirement
to plan activities what has to do be done and how. There must be some reason behind every
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activity, it is essential that manager must give duties as per qualities of person. It is important to
review this plan in case of negative outcomes. Business model helps come to plans plans as per
need of society and environment.
Vision and mission of company
Vision of Mc. Donald's is to become modern and progressive burger company. They
think that if they are giving best to customer then that is expected by customer tomorrow also. So
they focus on improving quality of product (Griffitts, 2016) .
Mission of Mc. Donald's is they want to create great place which is beneficial for
consumer and they can work. Apart from this company wants to build good image in the market
and character of their product.
Objectives of company
Objective of Mc. Donald's is to related to their mission statement. It is important that
manager has to create policies which increase goodwill of their brand. They want to deliver
goods which are fresh and their place is clean and hygiene.
SWOT Analysis
This analysis is done to analyse market when there is need to analyse internal factors of
market.
STRENGTH
 Good brand image and promotional
events in industry.
 Less price as compared to competitive
environment.
WEAKNESSES
 Purchase cost is high.
 Mc. Donald's does have outlet at
remote places.
 High labour turnover, so it increase
training cost.
OPPORTUNITIES
 Mc. Donald's can sale their Franchise to
increase market share.
 They can coop up with different
dealers which helps in operations of
Mc. Donald's.
THREAT
 Threat from local vendors of society.
 Public is more conscious about quality
of product.
PESTLE Analysis
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This is done to control negative effect of external factors of organisation. There is
requirement to modify plans and in case employees are not ready to perform under changed
environment then its relevance must be told to them.
Political factor- Mc. Donald's operates in different parts of world and hence there is
changes in policies of company. It is essential that manager has to take care of policies framed by
government (Hsu, 2011).
Economical factor- There are many sources of fund best must be adopted, it is essential
that manger has to perform analysis to come with best options. It is essential that company must
ready with various sources so in case of need it can be used,.
Social factor- This is one of the important challenge for Mc. Donald's, they have deliver
product as per requirement of customer. For e.g. In India there is need of vegetarian sector more
as compared to non vegetarian.
Technological factor- Technology is changing very frequently, so Mc. Donald's has to
adopt techniques which is beneficial for company. This change helps company to achieve targets
with less cost and minimum defects. Through use of new techniques company can motivate
employees to learn new things and compete with external parties.
Legal factor- There are various laws such as food act, employees related act, license, etc.
which are essential for Mc. Donald's to obey. But there is change in these laws as power change
in location of outlet, so manager has to modify program accordingly (Jones and Rowley, 2011) .
Environment Factor- Mc. Donald's deals in food items and as change in environment
affects company's operations. To have good and long relations with consumer, it is essential to
alter policies so food items can be reached on time.
Marketing budget
Marketing budget
Particulars 1st year 2nd year 3rd year 4th year 5th year
Initial money 52000 41400 51400 73900 98500
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Investment 20000 36000 37500 38000
Total 52000 61400 87400 111400 136500
Marketing
expenditures
Advertisement 2000 4000 8000 4500 3000
Sales promotion 5000 3600 3000 5000 4500
Direct marketing 3600 2400 2500 3400 3500
Total 10600 10000 13500 12900 11000
Available balance 41400 51400 73900 98500 124400
Target Audience
Mc. Donald's is food chain which has main target young generation and children. There
is requirement to plan attractive offers so this helps to increase their sales. It is important that
manager has to analyse market and then they can give some discounts or combo packs so
customer is ready to avail profits and try new product (MAYER, 2011).
Monitoring and Controlling
This is important task which has to be performed by manager, this helps company to
achieve targets on time and in case there are difference between actual and target, then reason of
gap must be analysed. When company come with new product, it is necessary to deliver about
feature of new product and services, so they can convince customer and satisfy their demand.
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M4 Detailed coherent evidence based marketing plan for chosen organisation
Business plan helps company to analyse what activities are required to achieve targets.
There are possibilities that manager dopes not take initiate new things, this affects operations of
company. There is combination of various activities which are beneficial for achieving profit
maximisation. There is important role of business plan which help company to tell about
activities which has to be done by workers and in what way (Mihart, 2012). There are many
different roles and duties which are required to be managed by group of employees. It is essential
that team leader has to check activities performed by employees and in case of negative results it
must be guided properly.
D2 Design strategic plan through which 7P's are used to achieve marketing objectives
In organisation, marketing department make marketing plan through which 7P's are
framed in according to people demands, taste and preference. According to Moons and et. al.,
2010 in McDonald's, management determine strategies and tactics through which they are able to
attract people and enhance market position. So, firm is able to make system function effectively
and position themselves superior than other brands. This benefit company to improve sales and
profitability thereby accomplish objectives timely.
CONCLUSION
This report helps in enhancing knowledge about working style of marketing. It is possible
with the continuous analysis of market and external environment. There are 7 P's of marketing
mix which help to know about changes taking place in market. To make good image in market it
is essential that manager has to perform activities which are beneficial for organisational growth.
There are positive as well as negative impact of these changes in organisation. There is
discussion about SWOT and PESTLE analysis which help company to achieve to know what has
to be done to achieve goals and targets on time and effectively. Scope of food industry is
increasing but at the same time competition is also increasing. It is important for organisation to
keep watch on operations of plans and policies of competitors. Organisation has to timely
modify its policies so they can satisfy need of customer and enhance image in industry.
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Marketing process model. 2018. [Online]. Available
through:<https://commons.wikimedia.org/wiki/File:Marketing_process_model.png >.
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8360450-objectives-mcdonalds.html >.
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