Marketing Essentials Report: Roles, Strategies, and Marketing Mix

This report provides a comprehensive analysis of McDonald's marketing strategies, encompassing its roles and responsibilities within the organization. It explores the marketing function, including market research, product development, and communication strategies. The report delves into the comparison of the marketing mix (7Ps) between McDonald's and Burger King, examining aspects such as product, place, price, and promotion. Furthermore, it outlines the roles and responsibilities of the marketing department in a firm, emphasizing market research, product development, and communication. The report also includes a marketing plan, aiming to attract consumers and increase sales. The analysis covers various aspects of marketing, providing insights into the competitive landscape and the strategies employed by these fast-food giants to maintain and enhance their market positions. The report underscores the importance of understanding consumer needs and adapting marketing strategies accordingly.

Marketing Essentials

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1 Roles and responsibilities of marketing function...................................................................1
P2 Roles and responsibilities of marketing in firm.....................................................................3
TASK 2............................................................................................................................................5
P3 Comparison of marketing mix among two companies..........................................................5
TASK 3............................................................................................................................................8
P4 Marketing Plan.......................................................................................................................8
CONCLUSION..............................................................................................................................13
REFERENCES..............................................................................................................................14

INTRODUCTION
Marketing is necessary as well as essential in each and every business entity. For doing
marketing in competitive market, employees have to identify that needs and wants of consumers.
It is an action process which assist in selling products and services to targeting service users.
They have to use appropriate tools and techniques so that they can improve strong base of buyers
and on the basis of that they have to earn maximum profit (Al-Hasan, Thomas and Mansour,
2016). For attracting large number of consumers they have to deliver better quality products and
services at a affordable price. Present report is based on McDonald's which is a chain of
restaurant and in this approx. 375000 employees are working. Company is earning
approximately US$24.622 billion revenue. In below mentioned report, discussion based on
concept of marketing and interrelation between different functions or departments in business
entity. Along with this marketing plan should be demonstrated.
TASK 1
P1 Roles and responsibilities of marketing function
Marketing is management procedure by which goods and services move from idea to
customer. there is coordination of 4p's of marketing such as product,price,place,promotion. For
example apple is come up with its new product so the price of new product is depend upon the
products which are already available in the market. Basically marketing is all about advertised
your products on online or television or any kind of media where customer can know about your
products. marketing is different from selling. In selling consumer exchange cash from your
product (Babin and Zikmund, 2015).
History of MC Donald It is began in 1940 as restaurant opened by two brothers Richard
and Maurice MC Donald in California. In 1967 MC Donald went internationally by opening
restaurants in Canada. Number of global restaurant:More than 32000 in while world.
NUMBER OF COUNTRIES:In 117 countries MC Donald have their restaurant. MC Donald
have 1.7 billion employees in whole world .MC Donald have also franchised restaurant around
the world more than 75 % .
Marketing function is kind of role by which a company identify its potential products and
differentiate from its similar products. large business are uses marketing function. Without it no
company can sell their products. basically market function include market research,market
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development and making marketing plan. There are ten important market functions which are
Market plan, Market information, Customer support, Packaging labelling and branding, Risk
taking, financing, Standardization and grading, Product differentiation, Product designing and
development, Exchange functions (Baker and Saren, 2016).
Marketing department plays a very significant role in merchandise function of an
organisation as well as it act as a indispensable tool in promoting the product of a company
across national boundaries . This is the responsibility of the marketing department to reach the
customer so it can boost the sell of product of company. Major role of marketing function is
differ from company to company.
 Manage and explain your brand: This is the first and initial role of marketing in any
organization. It explains about your company like who you are, what you can say about
your company and how your company acts.
 Conduct campaign: This is another role of marketing to conduct campaign for market
initiatives. It identify products in your sell cycle and than arrange material for their
marketing.
 Arrange promotional materials: Marketing department should arrange the material
which are important to promote products and services of the company.
 Create social media for products: Marketing department also help to manage and create
social media for promoting the products. It can boost up the sell of the product (Banerjee,
2013).
 Create internal communication: It is very important for the company to create internal
communication. Employees need to understand about the company its values , rules and
procedures.
 Conduct market research: Market research is very important for analyse target market
and customers for different products. Also important to understand how product
perceived.
 Monitoring vendors and agencies: Marketing department is responsible for selecting
agencies who arrange the marketing material for product. These may include PR
agencies,print vendors etc.
Marketing have very essential responsibilities in organisation which is:
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 Market research: It is the very important responsibility of marketing department. It
helps to understand the need of customers and gain better market opportunity also help to
compare own business from its competitors in sense of strength and weakness of the
company.
 Product development: This is the another important responsibility of marketing
department. Its helps to improve and develop the product of company. for this purpose
marketing department have their development teams who works to gain information
about customer needs and preferences (Braslow, 2015).
 Communication: Marketing departments create communication materials for promoting
their product and services. It depends upon available budget than they create campaign,
promotional event for marketing their products.
 Sales support: It includes coordination between sales and marketing department so it can
improve sale performance. Marketing department have sales team who prepare
presentation for promotional material to give customers.
 Events: Marketing departments is responsible for events seminars and exhibitionisms is
very important for any organisation because it helps to boost to the sales of product and
services of the company.
P2 Roles and responsibilities of marketing in firm
In each and every company, marketing department is necessary or essential this will helps
in delivering better products and services to consumers. When they do marketing them this will
deliver information related to products of McDonald's which they are producing to consumers.
Employees of business entity have to do effective communication so that they can reap their
targets and also succour in providing satisfaction to their consumers.
Marketing play a important as well as essential role so that they can attain targets. It
assist in creating awareness related to products and services in a competitive market and attain
competitive advantage. The most basic part of marketing is to recognize actual needs of client so
they can plan their products and administrations appropriately which helps in expanding
consumer loyalty level (Chamorro-Mera, Miranda and Rubio, 2014). The marketing branch of
McDonald's expected that to assumes their parts and duty in a way help to expand its
productivity which is a shared objective for each business.
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There are some roles and responsibilities of marketing department in McDonald's
includes:
Market research is very much helpful in fulfilling needs and wants of consumers and it is
a big task for manager of marketing department. There are various tools and methods which can
be used by them to conduct market research. They have to take feedback by questionnaire so that
they can identify areas for improvement and attain targets in a competitive market.
They have to develop or improve their market strategy as it is another role and
responsibility of marketing department. The strategies which they are using they have to adopt
that so that targets can be attain and also have to promote products and services in the effective
and efficient manner. They have to increase and expand their market share. Along with this
appropriate tactics and plans should be made so that they can sustain in the market for a long
time. This will aid in maintaining market position in competitive market.
Managers and employees of McDonald's have to maintain their consumer relationship
and this will assist in improving their satisfaction level. When they are maintaining the relation
then this will helps them in increasing the sales and generating more revenue (Cua, Reames and
Chai, 2013). Manager of marketing department have to gather or collect information from the
data base system so that they cannot face any type of issues and also assist in analysing
satisfaction level. McDonald's having a large number of service user which are loyal in nature
and they have to build or maintain better relation with their consumers so that targets can be
easily achieved.
They have to maintain public relation as it includes different stakeholders such as
investors, suppliers, consumers, government as well as society. They have to use appropriate and
relevant tools and techniques of communication which includes social media approaches that is
Facebook, Instagram etc. Along with this they can launch new product in the international
market. One of the real part which must be played by limited time authority is to introduce
products at worldwide level with get opportunities from market of various nations. This will
assist in attaining targets and objectives.
They have to identify new opportunities in the competitive market and this will assist in
monitoring current along with future trends. They have to deliver products and services
according to the needs and wants so that targets can be achieved (Dioko, 2016). They have to
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forecast the work by using tools and techniques which will aid in improving their performance in
competitive market.
This will assist in creating a goodwill as well as brand image in the market. It also gives a
positive impact that marketing department of McDonald's fulfil their own roles and
responsibilities. They have to deliver better products and services so that they can increase their
sales and generating more income (Hoványi, 2013).
TASK 2
P3 Comparison of marketing mix among two companies
Marketing mix is a combination of different factors which can be controlled by managers
so that they can influence the decision of buyers. It includes 7P's:
Basis McDonald's Burger king
Product In the industry, production and
consumption of merchandise is
necessary. McDonald's selling
vegetarian as well as non-vegetarian
burgers. They provide some combos
of meals which will assist in
satisfying needs and wants of
consumers (Jain, Ahuja and Medury,
2013).
It is a first company who delivers
the hamburgers to the consumers,
desserts, milk shakes and soft
drinks. It must provide value to a
consumer and they are having a
tangible at a specific period of time.
Burger king introduce the new
merchandise as well as improve the
existing products which they are
selling. It having a separate area for
cooking as well as equipments.
Place Outlets of McDonald's are spreading n
the whole world and they are not
doing the home delivery of their
products and services and the outlets
are easily accessible. McDonald's also
offering takeaway facilities from their
outlets as well.
Burger king having an outlet in the
whole market. It has divided their
segments into three parts in its
global operations. There are various
subsidiaries which having a high
profitable so that they can maintain
their expansion plans and provide
franchises to different person (Lane,
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2014). It is located at a prime
locations and almost in all big cities.
Price The vegetarian burgers which they are
providing to services users are selling
at a reasonable price. So that every
consumer can afford that and
according to that company can
increase their sales. They are having
some intangibles which includes
labour costs along with overheads.
Experience and brand name having a
factor which helps in offering best
products and services.
Managers or higher authorities of
Burger King uses competitive
pricing as in the market competition
is high. The main competitor of
Burger king is McDonald's.
Employers are doing proper
monitoring as well as analysing the
policies which are associated to
pricing so that consumers according
to rates. As employees having a
different groups which are based on
income so that price can vary. They
have to use appropriate policy which
caters to Indian consumers. Along
with this they are having a quite
affordable products.
Promotion It is a very important elements of
marketing mix which is related to
services. McDonald's having a prime
focus on children and they are
targeting them. Along with this they
are providing small toys with burgers
which will helps in attracting them
(Martin and Reed, 2015). Moreover,
sometime various schemes should be
offered for winning prices and also
some scratch cards when they are
placing order on various combos. This
They are using best promotional
strategy which is dependent on the
concept of recognising brand at a
specific period. It also having a
another factor which is distribution.
Burger king is selling more quantity
of food lesser than its competitors. It
also includes the various process of
doing communication to the
consumers which helps in providing
best offerings. This will assist in
attaining best advantages. Company
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will assist in delivering best
satisfaction to their consumers and
also helps in attracting large number
of consumers and on the basis of this
McDonald's boosting their sales and
generating more revenue.
have a targeted consumer is
children. Along with this they are
using best promotion stratgies.
Process Managers and employees of
McDonald's are manufacturing the
better products and services by using
best process and they are producing
burgers in front of consumers. this
will helps their service users in
making correct decisions as well as
judge their hygienic standards that
they are maintaining or not.
In this Burger King includes the
different methods and techniques in
providing a goods and services and
have to deliver best info about
products and services which they are
selling to consumers. if they are
providing services in time and if
service users having all information
related to products so that targets
should be attain (Mittal, 2014).
Training to the licenses as well as
invented the most efficient cooking
equipment.
People Employees of McDonald's are doing
their work in a proper manner as well
as they are having a uniform. Along
with this they are focusing on friendly
services to its buyers from their staff
members.
It refers to consumers, employees
along with the management which
are involved in the process of
making the products and services
and deliver them to consumers. it
helps in maintaining the reputation
as well as brand image in
competitive market. They have to
provide motivation along with
employees according to their
performance.
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Physical Evidence Managers of McDonald's focuses on
clean as well as hygienic ingredients
along with the interiors of outlets. The
interior of McDonald's is very much
attractive and they are maintaining
proper decorum in attaining targets.
It includes experience of selling
products and services. It having a
appearance affect but not only with
the impression of outsiders so that
they can do proper functioning.
They are having a best location
along with appearance (Pike, 2015).
TASK 3
P4 Marketing Plan
Executive summary:
Managers of McDonald's have to make appropriate plans which will assist in doing
marketing for the products which they are selling to the consumers. Employees should do proper
analysis or evaluation of market whether it is internal and external so that they can get
information that what type of products consumers wants and at what price and according to that
they have to deliver better products and services to attain targets (Purvis, 2016). Appropriate
strategies should be used by them so that they can not face any issues. Along with this according
to tactics they have to make actions so that goals and objectives can be attain in a appropriate
manner.
Company overview:
It is a hamburger as well as restaurant chain and it was founded in 1940. The company
having world's largest chain which serve approx. 68 million in 120 country. They are delivering
products and services according to the needs and wants of consumers and satisfy them.
McDonald's is a second largest private company in the world as a employer and approx. 1.5
million members are working for franchises.
Current market situation analysis:
Internal analysis: It is a analysis or evaluation which is to be done internally in the firm. It
aid in determining as well as demonstrating strength and weakness. McDonald's is following
appropriate structure and high morale of staff which will aid in creat8ing along with capturing
opportunities so that employee can do proper participation in management activities (Reynoso,
2013).
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 Primary activities: These activities are done by the employees of business entity to
deliver better products and services and earn a competitive advantage. It includes two
type of logistics that is inbound and outbound logistics. Inbound includes warehousing as
well as control of inventory is necessary of McDonald's. Outbound activities are those
which are needed to get a finished products and services for consumers.
 Supporting activities: These are the activities which helps in doing business in a better
and appropriate way. It includes the implementation of payroll procedures along with
structure so that internal communication can be done in a proper manner.
External analysis: It is a process which assist in doing evaluation of external market so
that they can identify their strength and weakness so that targets can be attain in a proper manner
(Saluja and Singh, 2014).
SWOT analysis:
Strength Weaknesses
It has a reputed name in the market among
their rivalries.
They are focusing on improving food quality
and also provide training to its employees as
well as boosting skills.
It is having a high cost.
Sales of business entity depend on disposable
income of individuals.
Company spend lot of amount in providing
training of employees.
Opportunities Threats
It can expand their business by providing
organic food line.
It could expanding by offering different type of
menu to consumers.
It is facing huge competition for new emerging
restraints and also having a organic outlets
related to foods.
If corrective measures are taken by them then
they are having a negative impact.
PEST analysis:
Basis Description
Political These are factors which does not having a impact on companies. It is
obliged so that they can pay tax which includes sales tax as well as
payroll tax to the regulatory bodies. Business entity facing a high cost
in terms of lawsuits as well as litigations so that they can deliver
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qualitative services.
Environmental It also play a important as well as essential role in the operations of
business entity. The business entity helps in producing luxury goods so
that they can face recession and this will having an adverse impact on
sales of McDonald's (Shaik, 2016).
Social It is also important so that they can make strategic business decisions.
Culture, values, norms as well as living style of consumers which
having a affect on the operations of business entity. Employees of
McDonald's have to use cultural as well as religious barriers so that
they can decide food menu and also in different outlets.
Technological They have to make products according to needs and wants of
consumers so that they can satisfy consumers. along with this they can
use updated technology for advertising of products (Simintiras,
Dwivedi and Rana, 2014). When managers of McDonald's using best
technology then this will helps in managing the inventory and also
assist in offering best products so that more revenue can be generated.
Objectives of McDonald's:
The main objective of McDonald's is to deliver or serve good food in a friendly
environment and it is a socially responsible company. Along with this they have to provide good
returns to its shareholders. The employees of McDonald's can adopt SMART approach which
assist in improving or delivering better merchandise and also have to maintain a quality of
products for a longer period of time.
 To boost number of person by 50% in next 4 years.
 They have to deliver best services at a reasonable price so that services can afford easily.
 Managers of McDonald's have to increase their number of consumers in next 4 years.
 To raise brand awareness among consumers which will assist in attaining their
competitive advantage (Stanton and Salnikova, 2016).
Strategies of McDonald's according to marketing:
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There are so many strategies which are related to marketing so that they can deliver
better products and services to their consumers in a effective manner. This will provide success
in a specific time period. For offering better products and services, manager of McDonald's can
adopt policy related to price that is price skimming which helps in introducing as well as
launching new and innovative merchandise but at the time of starting they have to charge high
price from their consumers so that they can earn more profit. They have to attract large number
of consumers if they want to boost their sales and this will only done when they deliver products
at a reasonable price.
Segmentation, targeting and positioning strategies:
Managers and employees of McDonald's can use strategies related to segmentation,
targeting as well as positioning so that they can make proper merchandise and services and that
should be delivered in a appropriate manner. They have to do segments on the basis of different
age groups and then have to analyse or evaluate service users behaviour. Along with this
effective conversations needs to be done which will aid in reaping targets in a competitive
market (Woodside, 2015). They can do segmentation and target their consumers on the basis of
income level, age group, living standard etc. They have to put more efforts as well as innovative
in their products and sell at a reasonable price. This will having a adverse impact on market
position and provide better quality of products which will aid in maintaining position in a
competitive market.
Tactics and action:
Staff members and managers of McDonald's have to use appropriate actions according to
tactics so that they can do effective advertising which will helps them inn delivering correct
information related to products and services to consumers so that they can purchase more and
more merchandise at a affordable rates and this will helps company in increasing or generating
more and more revenue. They have to deliver better quality food items so that needs and wants
of their service users would be satisfied. Managers can also conduct training programmes for
providing proper guidance to their staff members which will helps them in delivering better
products. They can also use SMART approach and in this they have to make objectives
accordingly and attain them in a specific time period. This will assist them in attaining goals and
objectives (Basic elements of the marketing function, 2012).
Budget for marketing:
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Employees of finance department have to make correct budget so that manager of
marketing department can make proper plans and on the basis of that they have to take actions in
a specific time period so that targets should be attain in a proper manner.
Marketing budget
Particulars
1st
year
2nd
year
3rd
year 4th year 5th year
Initial money 20000 2500 4800 4200 5600
Investment 17500 15200 15800 14400
Total 20000 20000 20000 20000 20000
Marketing
expenditures
Advertisement 7000 8000 6000 5000 7000
sales promotion 2000 2000 3000 2000 2000
Direct marketing 3000 1500 2500 2500 1500
digital marketing 3000 1000 2000 2000 2000
Social media 1000 1000 1000 1000 1000
printing 500 700 300 400 550
Events 1000 1000 1000 1500 1000
Total 17500 15200 15800 14400 15050
Available balance 2500 4800 4200 5600 4950
Control for unwanted activities:
Employees of McDonald's have to put more efforts so that they can put more control in
the unwanted activities. They have to use appropriate policies and regulations as well as plans
should be made in a proper manner so that targets should be attained and on the basis of that
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returns can be maximise. They have to use action plans so that performance of employees can be
improved by using appropriate tools and techniques. Managers of McDonald's have to do survey
so that they can set price according to consumers so that they can afford products and services of
firm. Along with this they have to make proper coordination among other members of different
departments in McDonald's (Introduction of marketing essentials, 2016).
Conclusion:
From the above plan it has been analysed that they have to make correct and appropriate
plans and according to that actions needs to be taken. Along with this appropriate strategies
should be made so that they can attain success as well as goals and objectives should attain in a
appropriate and effective manner.
CONCLUSION
After summing report, it has been interpreted that marketing department of McDonald's
have to fulfil their own roles and responsibilities so that consumers cannot face any issues. As
this department helps in delivering appropriate and correct information about products and
services which business entity is selling or producing to consumers. Appropriate marketing plan
should be made by them so that manager of McDonald's can do marketing on a appropriate
manner. Along with this proper analysis or evaluation needs to be done whether it is internal or
external but it should be in appropriate budget. They have to use correct strategies so that they
can do segmentation, targeting as well as positioning analysis so that best products and services
can be delivered. Along with this it assist in generating more and more revenue. They have to do
conversation so that they can transmit correct information and according to that merchandise
should be offered.
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