Marketing Essentials: A Comparative Analysis of McDonald's Marketing

This report provides a comprehensive analysis of marketing essentials, focusing on the application of marketing principles within McDonald's. The introduction highlights the importance of marketing in the fast-food industry and sets the stage for an examination of marketing roles and responsibilities, including product development, market research, and communication strategies. The report delves into how marketing functions relate to the organizational context, examining its interplay with operations, finance, HR, sales, R&D, and IT. A key aspect of the report is a comparative analysis of the marketing mix elements of McDonald's and Burger King, evaluating their approaches to product, price, promotion, and other components. The report also includes the development of a marketing plan, underscoring the practical application of marketing concepts. The conclusion summarizes key findings and emphasizes the significance of effective marketing in achieving business objectives within the competitive landscape of the fast-food industry. The report is a valuable resource for understanding marketing strategies and their impact on business success.

Marketing
Essentials

Table of Contents
INTRODUCTION ..........................................................................................................................1
TASK 1............................................................................................................................................1
P1 Roles and responsibilities of marketing function...................................................................1
P2: Roles and responsibilities of marketing relate to organisational context.............................3
TASK 2............................................................................................................................................5
P3 Compare ways to use elements of marketing mix.................................................................5
TASK 3............................................................................................................................................9
P4 Marketing plan.......................................................................................................................9
CONCLUSION..............................................................................................................................12
REFERENCES..............................................................................................................................14

INTRODUCTION
Marketing is considered as one of the indispensable elements that disciplines in the
company's management. This refer to the company's practices that are associated with selling
and buying services and products in more effective way. This consist of selling, advertising,
delivering commodities to people. Hence, in brief, marketing can be referred as the each and
every activity which an organisation make to acquire consumer and manage a proper relationship
with them. In the present commercial sector, this has become more fundamental component for
growth and success of organisation in the ideal way (Asaduzzaman, Hossain and Rahman, 2014).
McDonald is a large fast-food product chain expanded across the globe. Understanding its usage,
the organisation purpose is to understand and analyse the role of marketing in numerous division
of company and achieving business objectives to establish its necessity in the completive
business environment. This assignment will also carry out comparison of marketing mix
elements of McDonald's and Burger King to evaluate extended mix components. Also, it will
measure the proper marketing business case in regard of expansion of business in more
significant manner.
TASK 1
P1 Roles and responsibilities of marketing function
Marketing function is termed as the essential component that deliver organisation an
opportunities to attract and employ the competitive opportunities for attaining their objectives
and goals. Therefore, this is fundamental for each and every organisation to undertake the tool of
marketing for attracting mass number of consumer. Hence, marketing can be considered as
paramount tool that McDonald's optimise in regard of creating effective relations with their
targetted consumer.
Marketing concept assist an organisation in managing and conducting the various
practices accordingly (Berkowitz, 2016). Hence, these concepts has eliminated into five major
elements that depicts the marketing core of enterprise as well as help in undertaking future trends
of company. There are major five marketing concepts such as societal marketing, selling
concept, marketing concept, product concept and production concept. McDonald optimise
societal and selling marketing concept in more significant manner.
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Hence, marketing can assist the administration to manage an effective decision in relation
of charging cost, variety of service and quality etc. through identifying demands and interest of
consumer. Along with it. The company manager should also need to accumulate and
accommodate the strategies to set the condition of market (Ecampbell and Martin, 2015).
Henceforth, in relation to attaining objectives and determined goals, this is essential function
which has various roles and responsibilities for operating activities of McDonald in which some
are discussed as below: Product Development: This refer to the commodities i.e. manufactured and delivered in
market with the purpose of satiating consumer demands and preferences. A proper
product quality along with affordable cost can easily persuade service user and generate
high sales amount of McDonald. Henceforth, marketing manager is liable for
manufacturing and delivering service quality that can assist in increasing more
satisfaction among consumer. As company deliver wide range of fast food service, it is
the marketing role to evaluate the response of consumer and make modification in
products accordingly. Hence, this is significant for firm to adopt new trends and changes
emerged within competitive marketplace. Market Research: This is one of the marketing department of McDonald. Research and
development division assist the organisation in recognising the opportunities of business
and increase knowledge of demands and requirement of consumer. McDonald also
availed in analysing their competitor's strength and weaknesses in order to make
appropriate action in order to safeguard business along with existing consumer from
weaker competitor (Clow and James, 2013). The division can make own evaluation
through evaluating report, websites, market information and other industry essentials
through contacting clients with their prospectives and attitudes. Hence, it is the role of
marketing manager to carry out proper market research before making the execution of
any practice of McDonald. Communications: Marketing division design proper campaign as well as improve
material of communication to promote their services and products to prospects or
consumer. It is the role of marketing manger of McDonald to create communication
strategies such as email marketing practices, advertising campaign, website, press
publications and releases, newsletter, data sheet of product, brochures etc. according to
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the determined budget of organisation. Hence, as per requirement, company might
appoint designed organisations and new division skills in order to achieve their business
objectives. Support Sales: McDonald is operating their business from numerous regions and
countries. Henceforth, company focus over the marketing and sales division which can
improve pace of business growth and sales performance development (Desai, 2013). It
can deliver sales teams along with more better quality which direct through operating
advertisement which consist of a mechanism reply like voucher or coupon or through
encouraging service user to the organisation website in order to register various
description in special report and newsletter return. This prepare the sales team
presentation along with supplies to deliver prospects and consumer.
 Events: In McDonald, division of marketing are liable for coordinating events like
seminars, hospitality events for consumer, sales conferences, exhibition etc. They design
the event logistic, booths of booking exhibition or other facilities etc. they also deliver
external consumer to make certain successful attendance. Marketing assists in promotion
and creating awareness among consumer in order to achieve their business objectives.
Marketing division make their contribution in numerous department as it play vital role in
the functioning of business organisation in more significant manner. McDonald's marketing
manager operate various responsibilities and role in order to perform and measure the role and
objectives of organisation in more significant and effective manner. Through the help of these,
enterprise can emphasise over their revenues amount and sales number in significant manner.
P2: Roles and responsibilities of marketing relate to organisational context
It is being considered that marketing is one of the fundamental part of a business
organisation helping in the operating of business activity. This assist in creating consumer and
generating more revenues, direct the upcoming outcome and determine future failure and success
(Ebert and Griffin, 2015). Business of McDonald can boost their outcome through carrying out
marketing practices. Hence, it is considered as the way of announcing the service, commodity,
brand or idea to the entire world in such manner which individual are interested in as well as
long to opt and acquire it. Hence, as per organisational view, there are various roles and
responsibilities that department of marketing play within McDonald which is discussed as below:
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 Marketing function with Operation Function: the division of operation perform
numerous practices associated with the product nanostructure in an optimum quality.
Hence, this is accountable for arranging and employing personnel and raw material
required for the production procedure, The major operation division responsibility is to
evolve and modify service by creating additional value to service with the purpose of
enlarging consumer satisfaction. Hence, in regard of creating more awareness
information in relation of service, the company is highly supported by marketing function
in more significant manner (Fazlollahtabar, Aghasi and Forte, 2012). There is a huge
coordination among two different divisions i.e. increasing sales figure in order to
generate more revenues and creating sales of fast food. Hence, operations of McDonald is
shaped and monitored through the assistance of marketing division as it form its demands
and preferences. Finance function and marketing function: Finance division has vital role in the
development and growth of business in vast way. Such department are accountable for
creating sponsor, funds and allocating certain amount for budget in order to accomplish
the requirements of different divisions. This can assist in adopting numerous effective
tool of promotion which can only be supported through creating enough funds to finance.
Hence, finance is coordinated with the marketing department in order to present
organisation effectively along with managing sponsors or investors for organisation.
McDonald create more publicity and press release activities for attracting the attention of
large consumer base. Marketing Function with HR function: Unit of marketing is liable to plan and design
various attractive message to disseminate public awareness in regard of services and
items. Employer of McDonald hire more suitable candidates in marketing division that
can assist organisation to deliver more appropriate information in regard of food items
and offering to public. They need to organise proper session of training and develop to
emphasise over the marketing capabilities of team members of marketing. So, in regard
of performing sales function in efficient manner, company can influence their services
user (Gertner, 2011). Marketing Function and Sales Functions: Marketing team aid organisation to grab
attention of consumer through creating more information and awareness in regard of
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various varieties. Tool of promotion such as newspaper, advertising, online marketing,
magazines and social media are optimised through administration to provide awareness in
regard of services and items (Gummesson, 2011). It can aid sales team members to
complete and coherent information about commodities. There are numerous online
advertisement and commercial which present and promote the services or food items
delivered by McDonald. Company also offer discounts, coupons and other offers such as
Happy mean to emphasise sale. Hence, sales in interlinked with marketing functions. R&D Compartment and Marketing Department: Duties of R&D division consist of
conducting proper market research and survey to accumulate information and
acknowledge demand of service user or targetted consumer. Along with it, they even
need to anticipate commodities of competitor companies to compete their rivals.
McDonald investigate the position of market and their recognition through the assistance
of research and development division. As the provided wants and demands of public
information is attained, it can assist in delivering suitable discounts and offers to them.
 Marketing Department and IT Function: This play vital role in the enterprise as their
role is to execute the modern techniques and tool within the framework. It can assist in
marketing team to opt latest design and technologies in effective information. In
company, the marketing division is able to create more function efficiency as well as
deliver efficient public information (Hagan, 2011).
Henceforth, McDonald has been able to build and maintain their reputation and
recognition within competitive marketplace from past few decades. Employer has vital role in
organisation whose liable for conducting numerous programs which assist in achieving their
manpower in more efficient manner.
TASK 2
P3 Compare ways to use elements of marketing mix
Marketing mix can be referred as the set of components that assist in influencing
consumer's buying behaviour in relation of product of company. Henceforth, this is fundamental
factors that lead organisation to emphasise service and product after recognising requirements
and need of consumer. This consist of 7elements of marketing mix i.e. price, promotion, physical
evidence, people, product and process(Hamilton, 2011). This is fundamental for organisation to
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utilise such element in more efficient manner. As per this, proper comparison between different
marketing mix element is being made such as Burger King and McDonald which is discussed as
below:
Components of
Marketing Mix
McDonald Burger King
Product McDonald is an MNC fast food chain
that deal in delivering wide range of
services and products such as burger,
sandwiches, drinks as well as many other
by creating large consumer number in
various nation. Nowadays, people are
becoming more health conscious and
nutritional service in regard of increasing
consumer's health (Jones and Rowley,
2011). This can enhance the success and
growth of organisation. McDonald
employ more qualified worker and
modified equipments in order to cook
more healthy and delicious fast food.
Organisation deliver fast food
services as like its competitors
McDonald such as Frozen dessert,
Veg Menus etc. The company
follow its culture and sentiments of
religion of consumer as per the
demand according which different
services and products are
manufactured. It utilise different
equipments as well as cooking
varieties of service i.e. non-veg
and veg services as per demand.
Price Price can be defined as the monetary
value i.e. charged through organisation
in exchange of deliver services and
products of consumer. The cost should
be more satisfactory and effective
according to the consumer level along
with earning more and more revenues at
the same time. In regard of achieving
huge benefits amount and better
consumer strength, McDonald need to
determined the cost which can enable
When it comes to the service and
product cost, the organisation
focus over premium strategy of
pricing. Burger King execute
different prices as per the different
regions as well as different
consumer worldwide. The
company prefer to manage proper
brand equity and integration within
the competitive working
environment.
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country's people in managing cost.
Place McDonald organise their business in
approximate 119 nations as well as has
achieved more than 36,258 restaurants
by which enterprise are delivering the
fast food services and products.
McDonald manage their essentials to
seek those destination where fast food
services and product demand is high. It
will assist organisation in emphasising
revenues and generating more sales
numbers.
Situated at major destinations and
places of enterprise, every
organisation expand their business
in NCR. Also their restaurants
availability at more easy and
convenient places along with entire
large residential regions and areas
etc.
Promotion This is fundamental for each and every
organisation to communicate with their
service user and aware them about the
service benefits which is delivered to
them for achieving benefits (Katengeza,
Okello and Jambo, 2011). The major
consumer target of McDonald are youth
and children henceforth the policies and
offers should be made attractive enough
to influence the purchasing power of
organisation in efficient manner.
Enterprise's target consumer
include teenagers and children.
The organisation provide exotic
plans, services and offer in order to
attract their consumer and achieve
set standard outcome. The
company also deliver TV, mobile
ads and numerous other media
mean in efficient manner. Also, the
company make use of pamphlet
and banner on several outlets with
effective promotion strategies in
efficient manner.
Process Organisation deliver licensed employee
proper training program, The process of
production is more transparent in
McDonald to assure consumer more
credibility and consumer satisfaction.
Organisation has some specific
processes that they comply for
creating products and service.
Burger King have their own
techniques and packaging methods
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New packaging and distribution methods
that are utilised through organisation i.e.
unique from other firms.
which is used by enterprise for
building unique client positioning
within their minds. Also, enterprise
are agreed to check various
ingredients which are utilised in
products for self-satisfaction.
People People of organisation refer to the
service user and members of staff who
are directly and indirectly associated
with the firm (Kennedy and Parsons,
2014). Organisation has directly linked
an appropriate operation manager as well
as departmental manager. The individual
is liable for the managing regular
operations and consumer interaction.
This deliver member as well as can help
in carry out the general operations of
restaurants ensuring whether consumer
are satiate or not. Organisation
coordinate accurate stimulation and
inspiration process for effective and
better performance.
People who are associated with the
activities and operations of
organisation are associated with
the operation and other activities
of business organisation.
Enterprise has coordinated their
external and internal framework in
more fundamental way by which
maintaining proper manager and
leader for each division. There are
accurate compensation and
regarding practices coordinated for
employee for their individual
inspiration which can help them in
accomplishing their objectives of
business.
Physical
evidence
Physical appearance of an organisation
refer to appearance of company's outlets
and infrastructure along with packaging,
positioning and physical outlook. The
marketing operations of enterprise as
well as accurate organisation
functioning, The staff members are
coordinated. McDonald has managed
The enterprise manage accurate
and decent ambience using rich
colours that create an effective and
efficient ambience (Lamb, Hair.
and McDaniel, 2011). The use of
logos and colours within their
outlets make the stores more
visible. People are coordinate as
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their unique outlook, colour, good
ambivalence and other different aspects
which make the organisation unique
from other.
well as unformed managing the
building aura. Hence, consumer of
Burger King can identify their
services and products in more
significant manner.
Hence, through considering these elements, McDonald can successfully coordinate their
business activities and operations by evaluating numerous elements in more significant manner.
The company can also enable expansion of business in more significant manner.
TASK 3
P4 Marketing plan
Marketing plan can be referred as the document outlining the strategy of marketing as
well as tactics. This is often aimed over the certain time period as well as covered a wide range
of marketing details like action, costs, goals and other steps. This is fundamental phase which
assist in identifying upcoming McDonald activities which can be utilised for the organisational
development along with expansion of company in the global market. By framing the aims,
vision, mission and organisational goals, organisation can set the term, policies and objectives of
business in more ideal manner (Papasolomou and Melanthiou, 2012). It is required to structure
the proper activities and plan in context of evolution of enterprise along with determining
specific time period for attaining determined objectives of business. Henceforth, here are
outlined certain McDonald's marketing plan considering the necessary elements that are
mentioned as below:
Company Background: McDonald is a very large fast food restaurants chain which was
initially formed by Richard McDonald and Maurice McDonald in 1940. The organisation was
started their stall with selling hamburger that has expanded its business in approximate 100
countries long with 36, 900 places and outlets. The company has been enlisted as one of the
largest restaurant chain in terms of revenues. The organisation deliver wide variety of
commodities hire more than 1.5 million employee along with various franchisee within
company. The company accommodate numerous strategies and tactics in regard of managing
their business activities in more significant manner (Pike, 2015).
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Vision: the enterprise's vision is to deliver quick and best restaurant experience and
service along with effective value, productivity quality and better experience. This is
fundamental to set upcoming mission and other essential components which can direct the
business enterprise toward growth and development in efficient manner.
Mission: Organisation's mission is to become leading organisation and first consumer
choice in context of outstanding service, value, cleanliness, service quality and money exchange.
Objectives: Here are outlined some objectives of research which enterprise aimed to
accomplished:
 To analyse the 25% return over the invested budget of marketing plan. To reach the final outcome of project and expand business using the certain plan in
efficient manner.
Current Market Analysis: It is the significant part while creating a suitable and
appropriate marketing plan as this assist in achieving the present situation of market in more
significant manner (Siricharoen, 2013). The current market analysis carry out environmental
study and internal environment evaluation for which McDonald conduct PEST and SWOT
analysis. Here are briefly explained those environmental factors beneath in brief:
Internal analysis: This carry out the evaluation of factors which exists in the internal
environment of organisation assist in achieving business objectives of company. Here are
conducted some essential elements which are mentioned as below:
SWOT ANALYSIS OF MCDONALD'S
Strengths Weakness
 McDonald has very effective brand
recognition and loyalty among
competitors. Wide variety of services
and products offered through
McDonald consisting wraps, burgers,
nuggets, wraps etc.
 Hygiene preparation of food and quick
services that is delivered to consumer.
 Excellent marketing and advertising
 High calorie and fat food which is
claimed as unhealthy by the health care
associations worldwide.
 The company has been involved in
numerous lawsuits such as animal
rights, regarding environment etc.
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that creates a high brand recognition.
 Offered Happy meal is creating
attraction for children.
 Good strength of human resource
which is above 1.5 million all over the
world.
Opportunities Threat
 McDonald can develop their existing
services through including home
delivery service option.
 The organisation can get more
innovative services and products
delivering them in large markets and
country such as India.
 McDonald can vent various business
practices and deliver service on online
market as well.
 Health conscious consumer are
avoiding the brand due to the fast food.
 Other emerging organisation and joint
venture are delivering more benefit in
the market share.
 As the company has international
positioning, it can be influenced
through economies fluctuations and
recession etc.
Macro Environment: There are numerous factors which are being affected by
organisation's macro factors (Wirtz, 2012). Here is mentioned PEST analysis for managing
activities accordingly.
Factors Description
Political Factor Increasing agreement of global trade has delivered various
opportunities to the company. Also, the reform of pending tax is
assisting for enterprise. Whereas the evolving policies of public
health can lead to negative and positive influence accordingly.
Economical Factor Economical alternations across the world and stable growth of
United Kingdom is delivering opportunity of development whereas
stable and dangers economies of European countries can lead to
business threat for organisation. This is essential to manage and
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accommodate appropriate plan in order to achieve outcome in more
appropriate and significant manner.
Technological Factor Technologies facilitates various upliftment and growth with the
working organisation which can assist in achieving business
objectives. The moderate research and development practices in the
industry are creating more growth opportunities to enterprise. On the
other side, the automation increment in organisation are leading to
growth. McDonald can also render the e-booking services which can
provide more benefits and advantages to the business of organisation
in efficient manner (Campbell and Martin, 2015).
Social Factor Social factors has wide role in the evolution and management of
numerous activities of enterprise in more significant manner.
McDonald is availed by the widening wealth gap provided to
enterprise in more significant manner. On the other hand, changing
lifestyle and more health conscious choice are leading toward the a
market threat to the company.
Budget: In order to develop a proper marketing plan, setting budget is one of the
fundamental stage which assist in achieving the business objectives in more significant manner.
McDonald spend approximate ¼ of their overall revenues in the research of market and
marketing strategies implementation in significant manner. The company has set 5million Euro
for executing this marketing plan in more significant manner.
Tactics: Company will utilise integrated marketing communication tools and techniques
in order to achieve the marketplace and attention of targetted audience in more appropriate
manner. Also the company can use conducted marketing mix elements for expanding the
business to expand and reach the determined outcome in more ideal manner.
Implementation: Enterprise will execute the activities through using appropriate
marketing and promotional tools along with tracking and controlling the practices of business in
more significant manner (Asaduzzaman, Hossain and Rahman, 2014).
Evaluation and Review: After the execution of entire plan, McDonald will promote their
business activities and analyse the response after reaching outcome in more significant manner.
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CONCLUSION
It can summon from the above mentioned report that marketing is considered as one of
the indispensable elements that disciplines in the company's management. This refer to the
company's practices that are associated with selling and buying services and products in more
effective way. Marketing function is fundamental for each and every organisation to undertake
the tool of marketing for attracting mass number of consumer. In relation to attaining objectives
and determined goals, this is essential function which has various roles and responsibilities for
operating activities. There are various roles and responsibilities that department of marketing
play within Marketing mix can be referred as the set of components that assist in influencing
consumer's buying behaviour that consist of 7elements of marketing mix i.e. price, promotion,
physical evidence, people, product and process. Hence, through considering these elements,
McDonald can successfully coordinate their business activities and operations by evaluating
numerous elements in more significant manner. Marketing plan can be referred as the document
outlining the strategy of marketing as well as tactics. By framing the aims, vision, mission and
organisational goals, organisation can set the term, policies and objectives of business in more
ideal manner.
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