A Report on McDonald's Marketing and Business Communication Practices

This report provides an in-depth analysis of McDonald's marketing and business communication strategies. It examines the effectiveness of current practices in gaining a competitive edge, particularly in the context of home delivery services and the evolving needs of customers. The report highlights the importance of adapting to market trends, such as the increasing preference for home delivery, and suggests improvements to McDonald's communication practices, including the use of social media and targeted advertising. It also discusses the role of marketing in brand promotion, customer satisfaction, and the development of a comprehensive marketing communication plan. The analysis covers various aspects of marketing communication, including advertising, direct marketing, and online presence, emphasizing the need to understand and cater to the target market's preferences. The report concludes with a reflection on the learning experience, including the application of marketing communication theories and strategies, and the use of secondary data sources for research.

MARKETING AND
BUSINESS
COMMUNICATION

TABLE OF CONTENTS
ASSIGNMENT 3 ............................................................................................................................3
REFLECTION.................................................................................................................................1
REFERENCES................................................................................................................................5

ASSIGNMENT 3
It has been assessed that marketing practices that are being used by the organization such
as McDonald's is not effective to gain competitive edge in the market. It is gained that role of
marketing is critical in assisting the business in attaining its target to a great extent. This has been
determined that through comparison among current practices as well as best practice potential
gap can be analysed. This would assist the business in making implementation of current
measures which can result in achieving the organizational target with greater effectiveness.
From the analysis of section above, this has been assessed that major issue which is being
faced by the firm is in offering home delivery services to the customers. In the recent era, people
get less time to visit the outlet. Thus, they generally prefer to consume the food at their location.
This implies that there is increase in the demand among customers regarding preference towards
home delivery services in order to satisfy their requirement (Ghosh Shrivastava and Sahney,
2013). McDonald's does not follow such and due to this, it is not able to gain a competitive edge
over others in an effective manner. The major competitors of firm in restaurant sector are
engaged in offering home delivery services which is considered to be effective in the present
market era. This offers them greater opportunity to sustain in the market for longer course of
time. Presently, there is greater importance for the business in determining needs and
requirements of customers so that they can provide services in accordance with the same. This
assists them in attaining the set targets within specified duration of time. Firm like McDonald's
has made greater efforts in changing the perception of customers completely. This in terms that it
offers varied products in India and foreign countries. This is because people from varied nations
possess difference in the need (Iacobucci and Churchill, 2009). Thus, it is important for
McDonald's to enter in market as per the requirement of current customer base. Therefore, it
needs to launch home delivery services so as to keep the customers satisfied. It has been assessed
that organisation has already launched this in some parts of India. But there is still presence of
varied locations where it has not been launched. This is creating major obstruction in the sales as
well as profitability of organization. Here, the idea of firm is towards offering greater
convenience to the customers. But customers residing at the location where such services are not
offered face various difficulties in satisfying their needs to a high extent.
It is important that delivery charges must not be asked from the customers as this would
increase dissatisfaction among them. McDonald's is the brand that offers food at reasonable

price. This assists business in increasing its brand image in the market for long course of time. It
has been identified that by the means of such, firm can gain a competitive edge over others in the
market (Indounas and Avlonitis, 2006). There is presence of certain competitors of business who
lay emphasis on making delivery after the order reaches certain limit. This increases greater
complexity for the firm. It is considered as a major drawback as it is not possible for the
customers to sometimes reach at that particular level.
McDonald’s can engage in partnership with company that offers taxi services in order to
ensure deliverance with greater effectiveness. It is significant for the firm to look up to such in
order to sustain in the market and compete in an effective manner. The firm has started up with
this plan so as to offer great convenience to the customers across globe. In this regard, it also
needs to make promotion so that customers will become aware of the fact. Along with this, it has
been identified that there needs to be changes in the communication practices of the firm. This
would assist in increasing the knowledge among customers regarding products and services it
offers. It is determined that business makes promotion through internet as well as advertisement
(Jenster, Hayes and Smith, 2005). But in the current market, the major practice of marketing that
is being used by the business is social media. Through this, larger market base can be reached by
the organisation and also, it is able to attract a large customer base. This assists in increasing the
market share of organization. Further, it has importance in making greater number of people
aware about the product. McDonald's possess outlets across the globe. There is greater need for
the firm towards making analysis of the gap so that it will be able to make delivery of products in
accordance with the requirement of market in an effective manner (Kenning, 2008). This has
been assessed that role of marketing is significant for the business in terms that it assists firm in
making promotion of brand with effectiveness. Also, it allows the firm in making efforts towards
providing knowledge about the brand in market.
It is important for the firm to make development of marketing communication plan so
that it will be able to satisfy the requirement of customers in an appropriate way. In the initial
stage, it is significant for the organization to assess the needs of target market regarded the
means of communication. For instance: in the present era, mostly the customers prefer social
media and makes its utilization in order to accomplish their work within less duration of time. It
has been gained that in order serve the needs of target market, there is greater requirement to
assess the market condition so that quality services can be offered to them. The marketing plan is

devised for customers. Thus, it is significant that McDonald’s will consider the requirement of
target market while making development of the strategy so that it will be able to deliver quality
information (Oudan, 2007). Though firm uses advertisement through television as a source of
communication, but at present, people are more inclined towards using social media rather than
watching TV. Thus, in order to reach a large market, it can adopt the strategy that can suit with
the needs of customers in an effective manner. With the same, firm can provide information
about discounts and combo offers in an effective manner.
Marketing communication is the fundamental as well as complex efforts that are being
made by the organization in relation with the marketing. It is determined that such is regarded as
the messages as well as media that is being deployed by the firm in order to communicate in the
market with greater effectiveness. Communication in market can be done by the means of
several techniques. This is comprised of advertising, direct marketing, packaging, online
presence, printed materials, branding, sales presentation as well as trade show appearances and
various others. It is significant for business to assess the message that needs to be delivered to the
target market so that it can create sound impression in the minds of target audience (Padilla and
Richards, 2009). McDonald's is one of the brands that is loved by people who belong to all age
groups. Thus, it is required to focus upon differentiated marketing strategy in order to increase
the awareness among customers. This would assist it in increasing sales to a high extent. Further,
with this, it can increase the sales as well as profitability of brand in the market with greater
effectiveness. Merchandising communication is the important part of marketing mix. Marketing
mix effectively demonstrates the 4 p's of merchandising as well as promotion implies the aspect
which are covered in the marketing communication.
In the previous years, printed marketing was the only means that is being used by firm in
order to convey the message to consumers. However, in the recent scenario, emails, SMS, blogs,
organisation’s website as well as television have gained the position of trendy means that can
assist business in conveying message to the target market. Marketing communication process is
important to be followed by the organization so that it will be able to sustain in the market as
well in gaining a competitive edge over others. It is significant that such needs are in place as
advertising would reap suitable advantages. Marketing communication plan determines the areas
where investment can be done and from where maximum amount of returns for the business can
be gained (Paswan and et. al., 2011). It is being assessed that process starts with strategic

development stage. Marketing communication is data driven approach that determines the
consumer’s insights and leads to development of the strategy in right combination of channels
that can be online as well as offline. Selection of the most suitable strategy for communication is
effective in determining the success of firm to a high extent.
It is significant for McDonald's to lay emphasis on mobile marketing as today there is
none of the person who does not possess mobile. With the use of such, they are able to gain high
amount of information. It has importance as wherever the person is situated not matter the
information can float across the globe. It is effective in improving the brand image in the market
and in increasing sales and profitability to a significant level. Analysis of needs of customers is
significant for effective implementation of the marketing communication plan (Pepels, 2007).
After this, it is important for the firm to determine the budget in such activities so that
accordingly, planning can be done. It is suitable in effective execution of the strategy that can
offer quality outcomes within minimal duration of time. Marketing communication has to be
made as the demographics of customers. This needs to specifically focus on the age group to
which customers belong. In accordance with such, advertising needs to be designed so that
specific age group people can be attracted.

REFLECTION
Learning is an essential part in individual life as through which they can gain various
kind of knowledge and skills. The performance and achievement are reflected through high
requirement of understanding the needs and demand of the market. The study of marketing and
business communication has assisted me in developing my knowledge on various aspects
existing in the market. With the help of this study, I have gain knowledge about various methods
and techniques of marketing communication. Marketing communication assists McDonald in
developing effective relationship with customer and further helps in establishing impressive
brand image in the market. By using various effective tools and techniques of marketing
communication, McDonald can easily communicate with the customer and increase the
efficiency of sale service.
From this study, I have gained a deep knowledge and insight of marketing
communication channels and strategies and its influence of business operation on the
corporation. The above research aided me in understanding planning skill of the corporation and
its impact on the overall development.
I referred different books, journals, magazines, news paper for evaluating the marketing
communication of the organisation. These sources of secondary data have assisted me in
developing my knowledge about the topic of the study. This has helped me in evaluating the
scope of improvement in the organization to improve its marketing communication process and
methods. Various kinds of application and strategies within the concept of the organisational
development created an effective understanding about the particular application of the
knowledge. The corporation's process of working has created impressive and enhanced measures
of development within the economy. From the above study I have carried out extensive research
to analyse the impact of business communication in McDonald. This has helped me in gaining
knowledge about the importance of business communication to increase sales and profitability.
In this study, by using competitive analysis and SWOT analysis, I have gain knowledge
about the firm’s efficiency and competency. By applying these theories I gained knowledge
regarding different types of resources such as physical, human resources and financial resources
which are available in the organisation. Furthermore, I have also gained information about the
firm’s weakness through which it was unable to meet expectation of the customer.
Understanding the benefits and business value for the customer, I understood that

business communication and marketing is very important aspect for the success of the
organisation. By developing a systematic plan of marketing communication, I have effectively
understood the importance of business communication and marketing in the retail sector. I also
analyzed that by the absence of effective and appropriate business communication channel,
corporation cannot be able to communicate with its customer and enhance its sale services. In
this study, I have also described various logical succint description of current and best marketing
communication practices through which the firm can link with the customer to sell or deliver its
product and services. By these practices, I have gained the knowledge about e various marketing
and business communication practices and methods. I was able to implement theoretical
framework in the study which helped me in brushing my concepts regarding marketing and
business communication and about the tools and techniques which are used by the organisation.

The above learning has assisted me in developing my skill and ability of analysing and
evaluating marketing and business communication. This has helped me in improving my
grasping power for evaluating business environment and the scope of marketing in the
McDonald. With assistance of this analysis of the organisation, I have been able to gain
knowledge about various kinds of strategies and methods of business communication which can
be implemented in the McDonald to make business successful and effective. I have developed
effective measure of defining and identifying the same in creating effective organisation success
and growth. From the above study about the marketing and business communication, I have
learned analytical and evaluation skill because in this research I have applied various kinds of
business model and application which can help in getting knowledge about the business
efficiency and competency.
The study enhanced my employability skills as well as the practical application of tool
and techniques which has helped in minimising the gap between theoretical and practical
application of my knowledge. In addition to this, from this study I have evaluated strategies
which are implemented by McDonald to gain high market demand to create effective brand
recognition. In this study, I have learnt various knowledge and information about the marketing
and importance of the marketing communication through which the organisation can develop
effective relationship with customer and enhance brand loyalty. In order to understand the
concept and process of business communication in the field of retail sector, various kinds of
models, method, theories, concept assisted me in developing my entire knowledge about the
business communication. As per the study, it can be said that I have gain various kinds of
knowledge and skill such as analytical skill, observation skill, practical, theoretical, conceptual
and applicability of various concept and model in the real terminology.
Challenges or difficulties faced while completing the module
At the time of conducting study regarding the business and marketing communication, I
have faced various kinds of challenges and difficulties. My skill and knowledge regarding the
technical understanding of features was not updated. I have faced issues regarding technical skill
because I have lack of knowledge about technical advancement. This poses major issue in
understanding business communication features and its impact in the McDonald. However, I
worked upon the same to enhance my skill to upgrade my knowledge. It has assisted me in
acquiring knowledge and information about that topic. It has helped me in working hard and

understanding the issue regarding technologies and features that McDonald can implement in the
process.
Moreover, while starting the study regarding marketing and business communication in
the context of McDonald I was faced difficulties in linking the theoretical knowledge with the
practical application. In this manner, I was unable to understand the influence of strategies and
theories on the actual business operation. However, I have knowledge about the firm’s condition
and business environment but I was unable to implement models and application to analyse the
current issue. Apart from all these challenges, I was able to carry out the study in an effective
manner and in turn expected finding were attained. Moreover, my knowledge level was
increased and I gained various kinds of information about business communication. At the last, it
can be said that the study regarding the topic of business communication assisted me in
improving my personality because various kinds of skill and knowledge I have gained from this
study. The major benefit by this study is that I can also conduct further research regarding the
same topic in future by the help of this knowledge and information about marketing and business
communication. In the future, I can effectively conduct this type of study and implement various
types of models in the corporation.

REFERENCES
Journals and books
Ghosh, K., Shrivastava, A. and Sahney, S., 2013. Conceptualizing consumer “trust” in online
buying behaviour: an empirical inquiry and model development in Indian context.
Journal of Asia Business Studies. 7(3). pp.278–298
Iacobucci, D. and Churchill, G., 2009. Marketing Research: Methodological Foundations. 10th
ed. Cengage Learning.
Indounas, K. and Avlonitis, G., 2006. Pricing practices of service organizations. Journal of
Services Marketing. 20(5). pp.346–56.
Jenster, V. P., Hayes, M. H. and Smith, E. D., 2005. Managing Business Marketing & Sales: An
International Perspective. Copenhagen Business School Press DK.
Padilla, L. and Richards, T., 2009. Promotion and Fast Food Demand. American Journal of
Agricultural Economics. 91(1). pp.168-183.
Pepels, W., 2007. Market Intelligence: Moderne Marktforschung für Praktiker -
Auswahlverfahren - Datenerhebung – Datenauswertung. John Wiley & Sons.