Marketing Report: Roles, Mix, and Plan for McDonald's and Burger King

This report provides a comprehensive analysis of the marketing strategies employed by McDonald's, a prominent fast-food restaurant, and a comparison with Burger King. It begins by outlining the roles and responsibilities within the marketing function, including product development, promotion, selling, financing, marketing information systems, distribution, and pricing. The report then explores the interrelation of the marketing function with other departments, such as human resources, finance, and research and development, highlighting the importance of collaboration. Furthermore, the report delves into the marketing mix of both McDonald's and Burger King, examining their products, pricing strategies, distribution, and promotional activities. Finally, the report culminates in the development of a basic marketing plan, offering insights into how these companies approach their marketing objectives. This analysis provides a detailed understanding of marketing principles and their application in the fast-food industry.

MARKETING ESSENTIAL

Table of Contents
INTRODUCTION ..........................................................................................................................1
TASK 1............................................................................................................................................1
P1 Roles and responsibilities of different functions of marketing .............................................1
P2 Inter-relation of marketing function with other functional department of an organization...3
TASK 2............................................................................................................................................4
P3 Marketing Mix of two companies..........................................................................................4
TASK 3............................................................................................................................................7
P4 Produce basic marketing plan................................................................................................7
CONCLUSION .............................................................................................................................10
REFERENCES..............................................................................................................................11
.......................................................................................................................................................12

INTRODUCTION
Marketing refers to an essential tool that assists company in promoting is goods and
services at marketplace and communicate its benefits & value to customers. It involves various
activities that supports in growth of firm and maintaining its position in market for long term.
Marketing managers are require to determine prevailing trends of market and needs and
preferences of customers in order to satisfy them in better manner and attaining its marketing
objectives (Baker and et. al., 2016). The present assignment is based on Mc Donald's which is a
fast food restaurant of US. It is well known for its hamburgers, French fries, soft drinks, wraps,
desserts etc. This report discusses about different roles & responsibilities of marketing function
and its link with marketing department. Apart from this, application of marketing mix in
planning process and development of basic marketing plan is included in this project.
TASK 1
P1 Roles and responsibilities of different functions of marketing
Marketing function is very crucial for every business organisation as it assist in attaining its
objectives and getting high growth in market. It is the function that firms are use to promote its
goods and services in market and communicate their value & benefits to customers. Marketing
function consists of selling, financing, promoting, pricing, product, distribution and information
system. Main duties and responsibilities of marketing functions in Mc Donald's are defined
below:
Product: It is identified as tangible goods which is offered by business firm to their
customers in order to meet their needs and satisfy them by providing them high quality products.
This function helps firm in developing such products that best satisfies requirements of
customers(Functions of marketing, 2017). In case of Mc Donald's, various products are offered
by company such as hamburgers, chicken products, desserts, wraps etc. variety of goods are
provided by company in order to satisfy needs of their customers in more better and effective
manner. Marketing manager of referred firm has responsibility to assess current trends of market,
customer's attitude and behaviour as well as gathering all the information related to taste and
preferences of clients. All these data and information helps company in developing products
accordingly. This helps company in getting attention of large group of customers and yielding
high profits in market.
1

Promotion: It is also an essential function performed by every business organisation for
promoting its brand in market. It supports in increasing sales of their product and attaining high
profitability ratios. Mc Donald's use various promotional tools for promoting their products in
market. These includes advertisement, print media, digital and social media, sales promotion etc.
All these tools helps company in promoting their brand effectively and maintaining good
position in market. It also facilitates in creating high demand of product in market (Berkowitz,
2016).
Selling: It is the function in which various distribution channels are utilized by company
in order to ensure availability of their product in market. For the purpose of enhancing sales of
company, manager of Mc Donald's use data collected by marketing team and examine several
tools so as to develop effective strategies. Application of these strategies helps firm in
stimulating sales of its products and covering overall cost of product production.
Financing: In order to market product and communicate its value to customers, high
amount of funds are required. For developing an effective plan, managers are require to ensure
availability of adequate funds as it assists them in running their marketing activity smoothly and
efficiently. Various sources are used by administrator of Mc Donald's to arrange funds and
ensuring its proper availability so that marketing activities are carrying out effectively in proper
way and on time.
Marketing information system: This marketing function involves collection of all data or
information regarding market, customers, their needs, preferences and behaviour etc. It provides
an opportunity to Mc Donald's to collect & store all the data in proper and sequential manner. It
makes easy for managers to take effective decisions and designing appropriate strategies that
assists in attaining targets and objectives of enterprise. It will also help in developing large
consumer base as well as gaining high advantage in marketplace (Brassington and Pettitt, 2013).
Distribution: It is the function through which firm transfer their services and product
from one place to another. In order to ensure availability of goods at all their outlets, firm use
various distribution channels. It helps them in delivering their goods on specified time. It is
essential for manager to select appropriate distribution channel so that products are deliver on
right time.
Pricing: Sales of product is highly rely on its price so, this factor plays vital role in
increasing profitability and growth of company. Manager of Mc Donald's set effective prices of
2

their products which helps them in drawing attention of large group of customers. They analyse
pricing strategies of competitors and according to that, set prices of their product. It assists in
generating more sales and attracting large group of customers.
P2 Inter-relation of marketing function with other functional department of an organization
Marketing is considered as an exceptionally crucial idea in every single association.
Through this office, they can present every one of their items in the market and will likewise
help in pulling in extensive no. of clients (Brooks and Simkin, 2012). Here different sorts of
exercises and plans are being set up by the showcasing group in order to ensure that every one of
the exercises will be completed in a compelling way. This isn't at all simple for the organization
to execute this procedure and heaps of endeavours are done by the advertising group to guarantee
development and accomplishment of the organization in the market.
Marketing and Human resource management: HR department is likewise a standout
amongst the most essential division who are having profound effect of showcasing group in the
working of the organization. They do different kinds of exercises in which Marketing division
are included like recruitment and hiring, training development and so forth. In this way, the
chiefs are required to ensure that every one of the exercises are being led in an appropriate way
in light of the fact that if the representatives will have great aptitudes then they will have the
capacity to perform in a superior way in market and friends will have the capacity to accomplish
its long haul destinations and focuses too.
Marketing and Finance : Both of these divisions are emphatically associated with each
as they can't do their activities without every others contribution in a successful way. They are
such huge numbers of exercises which are directed by the Marketing group however to lead
these they require stores which is provided by back group of organization. Though in fund office
a few exercises happens like portfolios administration, capital planning and to play out these
exercises they require support of Marketing group as they will give better judgements about
ventures (Caragher, 2016). Marketing group additionally help them in making yearly spending
plans for the organization with the goal that they can circulate the sum in a restorative way.
Marketing and Research & Development division : This is the division which performs
work of recognizing the requirements and requests of clients in the commercial centre. With the
assistance of this, showcasing group becomes more acquainted with about the market position of
the organization in the market and the impression of purchasers and merchants too. Along these
3

lines, great procedures are being executed by the chiefs with the goal that the innovative work
division can work viably. McDonald's is likewise having this division who is helping them in
knowing the essence of clients in the market and the progressions also.
Marketing and Operational and Production division : Production & operation division
is having direct association with Marketing office on the grounds that the exercises which are led
here can't be finished without each other (Desai, 2013). On the off chance that Marketing
division won't do statistical surveying and examination then they won't have the capacity to
supply any sort of data to the organization and in this manner generation office won't have the
capacity to deliver merchandise according to the necessities and requests of the clients and
comparatively if creation office won't deliver products on time and according to requests at that
point advertising group won't have the capacity to do any sort of action in the organization.
TASK 2
P3 Marketing Mix of two companies
Elements of
marketing mix
Mc Donald's Burger King
Product It can be characterized as a question
which is delivered by organization
and sold to the client. These are for
the most part arranged according to
the necessities and needs of the
clients in the promoting. McDonald's
is additionally serving different sorts
of products and ventures to its clients
everywhere throughout the world.
They are providing various types of
items in various nations as individuals
are having diverse options. Their
items incorporates, burgers,
sandwiches, French fries, deserts and
so on.
Burger king is providing different
sorts of merchandise and ventures to
its clients like sandwiches, burgers
and so forth. The nature of their
sustenance items is additionally great
and are being cherished by the clients
all finished too. Their item are being
provided in a powerful way too. They
are having separate veg and non-veg
menu as they tend to the way of life
and notions of their clients (Dibb and
Simkin, 2013).
4

Price It is taken a toll a which the
merchandise and ventures are being
sold to the clients in commercial
center. These costs are being chosen
by the administration of organization.
McDonald's is having a decent
estimating approach in light of the
fact that their sustenance things are
being provided in the market at an
extremely reasonable rate. This is
additionally one of the fundamental
reason which helped the organization
in getting achievement. In this way,
clients dependably continue going to
the McDonald's store, these
methodologies were actualized.
The costs of results of burger ruler is
exceptionally powerful as individuals
are going to their outlets all the more
frequently. This has helped them in
working up their image in showcase
also (Gamble and et. al., 2011).
Place This components assumes a vital part
in making any business fruitful. IN
McDonald's likewise, their outlets are
being situated at that place just where
there id heaps of populaces and odds
of guests is high. These zones can be
close shopping centers, roadways and
so forth if there will be more group at
that point there will be more guests
(Hsu, 2011).
There are such a large number of
spots in which Burger ruler is having
their store . Through this they are
getting associated with their
purchasers in a successful way.
Promotion Through this, organization endeavors
to do correspondence with its clients.
McDonald's is likewise having
The limited time exercises of Burger
king isn't in the same class as
McDonald's. It is on the grounds
5

different special plans through which
they effectively draw in vast no. of
clients. They are having "Upbeat
Meal Menu" for kids and 'kabab'
alternative for the grown-ups too.
that , McDonald's is doing different
sorts of commercials in order to draw
in their clients yet Burger King isn't
at a similar level (Illing and Anders,
2016).
People They are considered as the HR of the
organization who working in the
organization to do their tasks in a
compelling way. In McDonald's
additionally, their Human asset group
is working viably and attempts to give
great administrations to their
customers also.
In numerous stores of Burger king,
relationship supervisors are
designated by the organization in
order to ensure that clients leave the
organization cheerfully. The staff
display there is additionally considers
an asset for the organization who
plays out their work pleasantly.
Process In McDonald's, their nourishment
fabricating process is straightforward
as clients thinks about it extremely
well. They are likewise enabling their
clients to visit the kitchen in order to
investigate without anyone else.
Their sustenance generation unit is
straightforward like McDonald's.
Their techniques for making products
is altogether different and in this
manner their special taste help them
in pulling in extensive no. of clients.
Physical
Evidence
McDonald's is having a spotless and
safe eating condition and in this
manner individuals jump at the
chance to visit them and eat at their
outlets for a more extended time.
Their insides are likewise
exceptionally alluring and beautiful
which propel a man to stay there and
have their feast.
Their stores are exceptionally tasteful
and are having a decent inside too
which forces individuals ton visit the
store once. They can be found in the
commercial center effortlessly (Jones
and Rowley, 2011).
6

TASK 3
P4 Produce basic marketing plan
Marketing Plan: It is a comprehensive blueprint that mainly outlines company's marketing and
advertising efforts for the upcoming year (Kennedy and Parsons, 2014). It defines business
activities that are needed to attain particular objectives of marketing within its specified time-
frame. It usually involve:
 Company Overview: McDonald's is an leading American fast food organization that is
founded in the year 1940 by Richard and Maurice McDonald. Initially they name their
business as “Hamburger Stand” which later named as “McDonald's”. In terms of
revenue, it is the world largest restaurant chain serving more than 69 millions of
customers on daily basis. They are operating their business practices in more than 100
countries with approx. 37,500 outlets. Although the company gained popularity for its
hamburgers but they also deal in providing other products like chicken products, french
fries, wraps, desserts, milkshakes,soft drink etc.
 Vision: “To become best and quick service restaurant who provide high quality goods at
reasonable price”.
 Mission: “To provide unforgettable experience to customers in terms of offering goods
that fulfils their requirements and delight each customer”.
 STP Approach:
Segmentation: McDonald's is currently using strategy of demographic segmentation as it
usually consider age as the basic parameter. As per this segmentation, company provide their
products according to the customers needs. McDonalds offers various products like Happy Meal
which consider a free toy for child. For families it has create various outlets as well as meals
which are appropriate for takeout and drive-thru. McDonalds has made its atmosphere which is
appropriate for school students to hang out with their relatives friends and can acquire their lunch
at McDonalds.
Targeting: Target audience of the McDonald's are Children, Youth and members of young
urban family. In order to attract large number of customers company provide quality in its
products and services which assist the organisation to maximise their sales and revenues in
limited time period.
7

Positioning: Favourite place of customers, further, rendering excellent clients experience needs
understanding your customers and knowing their pain desires and points. Positioning of
McDonald's products and services to request best to a ad hoc audience, needs focusing on
business marketing activity on division. Target marketing is identify as a key to success.
Resources planning: It is also important and essential part which is prepared by the business
manager with aim to maximise their customer base. In this manger play vital role for planning
the optimum resource about funding and many other. Resource planning necessarily to be
extremely flexible (because the strategies and goals of the business change over time period,
planning of human resource is a daily occurrence) in order to meet short term staffing situation
as well as dynamic situations in business surroundings over long term. Its a broad pressure job as
the whole goal of human resource planning is to have the best amount of force to create the
sufficient money for the organisation .
 SWOT Analysis:
Strength:  Strong market contender in fast food chain
 Strong brand name and image which makes McDonald more
popular among customers
 Keep on experimenting with its product line i.e. providing
goods and services as per the requirement of client.
 Standardized process is used in food production
 Another key strength is in terms of providing adequate training
and education to its staff members
 McDonald's become the 1st food chain company to provide
information related with nutrition on its packed food.
 Capable of earning high profitability ratio because of its
excellent brand recognition.
Weakness:  Lack of product diversification that adversely affect its sales
 Flexibility of process is limited
 High dependency on western market
 Some of its franchisees are serving low quality products
 High turnover of employees
8

 Market Saturation has make it little difficult for McDonald to
expand its hamburger chain in other developing counties.
Opportunities:  Great opportunity in context of developing or expanding its
restaurant chain in the market of Middle East.
 More focus on product diversification
 Extensive use of social networking sites that attracts more
customers (Lamb, Hair and McDaniel, 2011).
 Plan market penetration in countries like Latin America, Asia
and Europe
 Launch new range of products that are gluten and peanut free
Threats:  Change in eating habits of target customer
 Strong competition
 Any fluctuation in currency adversely affect McDonald's
overall sales and profits
 Continuous change in laws and regulation
 Marketing Mix:
Product McDonald's is a globally renowned fast food chain. It primarily deals in
selling hamburgers, soft drinks, chicken items, desserts, milkshake and
cheeseburger. Although they are famous for its hamburgers but apart from
this, it keep on experimenting with its product line and add others products
in their menu card such as Mc Spicy Burger, Beef Burgers, Crispy Chicken
Deluxe, Artisan grilled chicken and many more chicken and fish products.
Price The company currently using price bundling strategy. For example:
Offering meal to its target in which they sell as per client requirement.
Apart from this they also focuses on psychological pricing strategy that
seems to be affordable from the perspective of customers (Malhotra, Birks
and Wills, 2013).
Promotion McDonald is spending huge amount on promoting its products mainly
through advertisement, print media and social media. In addition to that
9

they sponsor various sports events as well such as Olympic Games, FIFA
World Cup etc.
Place: The company is selling their products in more than 110 countries with over
36,000 restaurant all across the globe. Various types of McDonald's
restaurant format cafe include Mc Café, Mc Express, McDonald Next and
Mc Drive.
 Key Competitors: Some of the main competitors of McDonald's are Burger King,
Wendy’s International, Yum! Brands etc.
 Marketing Budget:
Marketing budget
Particulars 1st year 2nd year 3rd year 4th year 5th year
Initial money 50000 13000 14000 22000 19000
Investment 20000 11500 16000 14200
Total 50000 33000 25500 38000 33200
Marketing
expenditures
Advertisement 8600 7700 7200 7000 6800
Sales promotion 3000 4000 3500 3000 7500
10

Direct marketing 8000 7000 3000 6000 3000
Total 19600 18700 13700 16000 17300
Available balance 30400 14300 11800 22000 15900
 Controlling and Monitoring: After formulating all relevant strategies and policies, the
role of marketer is to figure out that all activities are carried out as per the plan or not. If
not then, possible action needs to be frame that help in achieving specified business and
marketing objectives within its specified time frame (Mihart, 2012).
CONCLUSION
According to the above mentioned report it can be concluded that different function of
marketing plays key role in achieving organizational roles and objectives in an effective manner.
The success and survival of any company depend upon how they market their products which
leads to increase its sales and profitability ratio. Likes and dislikes of customer can be
determined with the help of marketing function that further assist company in producing goods
accordingly. With the help of marketing, firm can carry out activities of other key functional
department in a structured and thorough manner. In addition to that, marketing mix aid company
in achieving high competitive edge in the marketplace over their rivals.
REFERENCES
Books and journals
Baker, M. A and et. al., 2016. The evolution of services marketing, hospitality marketing and
building the constituency model for hospitality marketing. International Journal of
Contemporary Hospitality Management. 28(8). pp.1510-1534.
Berkowitz, E. N., 2016. Essentials of health care marketing. Jones & Bartlett Publishers.
Brassington, F. and Pettitt, S., 2013. Essential of marketing.
Brooks, N. and Simkin, L., 2012. Judging marketing mix effectiveness. Marketing Intelligence &
Planning. 30(5). pp.494-514.
11

Caragher, J. M., 2016. 7 Essentials for a CPA Firm Marketing Program. The CPA Journal.
86(12). p.11.
Desai, S. S., 2013. An analysis of the competitive marketing strategies of the hospitality industry
in UAE. IUP Journal of Management Research.12(1). p.22.
Dibb, S. and Simkin, L., 2013. Marketing essentials. Cengage Learning.
Gamble, J and et. al., 2011. The Marketing concept in the 21st century: A review of how
Marketing has been defined since the 1960s. The marketing review. 11(3). pp.227-248.
Hsu, W., 2011. The vocabulary thresholds of business textbooks and business research articles
for EFL learners. English for Specific Purposes. 30(4). pp.247-257.
Illing, L. and Anders, F., 2016. Human Resources Marketing and Recruiting: Essentials of
Executive Search. Handbook of Human Resources Management, pp.139-171.
Jones, R. and Rowley, J., 2011. Entrepreneurial marketing in small businesses: A conceptual
exploration. International Small Business Journal. 29(1). pp.25-36.
Kennedy, A. M. and Parsons, A., 2014. Social engineering and social marketing: why is one
“good” and the other “bad”?. Journal of Social Marketing. 4(3). pp.198-209.
Lamb, C. W., Hair, J. F. and McDaniel, C., 2011. Essentials of marketing. Cengage Learning.
Malhotra, N. K., Birks, D. F. and Wills, P., 2013. Essentials of marketing research. Pearson.
Mihart, C., 2012. Impact of integrated marketing communication on consumer behaviour: effects
on consumer decision–making process. International Journal of Marketing Studies.
4(2). p.121.
Online
Functions of marketing. 2017. [Online]. Available through:
<http://smallbusiness.chron.com/functions-marketing-business-32399.html>. [ Accessed
on 25th July 2017].
12