Marketing Report on McDonald's: Processes, Roles, and Interrelations

This report provides a comprehensive analysis of McDonald's marketing strategies, processes, and the roles and responsibilities within the organization. It begins with an introduction to marketing essentials and then explores different marketing processes, including advertising, innovation, sales and distribution, competitor analysis, market opportunity analysis, pricing, customer service, and market strategy. The report further delves into the roles and responsibilities of a marketing manager, such as identifying potential markets, overseeing new product introductions, developing pricing strategies, and managing customer relationships. It also examines the interrelation of the marketing department with other functional departments, such as human resources, finance, and production, highlighting the importance of collaboration. Finally, the report touches upon the 7Ps of the marketing mix and the development of a marketing plan for McDonald's, providing a holistic view of the company's marketing approach.

MARKETING
ESSENTIALS

TABLE OF CONTENTS
1. INTRODUCTION.......................................................................................................................1
2. DIFFERENT MARKETING PROCESSES................................................................................1
3. ROLES AND RESPONSIBILITIES OF MARKETING MANAGER IN ORGANISATION . 3
4. MARKETING INTERRELATION WITH OTHER FUNCTIONAL
DEPARTMENTS OF THE ORGANISATION.............................................................................5
5 THE VALUE AND IMPORTANCE OF THE MARKETING ROLE IN MCDONALD'S........6
6. CONCLUSION............................................................................................................................6
7. 7PS OF MARKETING MIX.......................................................................................................6
8. MARKETING PLAN..................................................................................................................9
REFERENCES .............................................................................................................................14

1. INTRODUCTION
Market essential plays an important role in deriving key aspects which needs to be
considered when approaching of marketing such a place, products, adversing, innovation etc.
Marketing is the process which is used by an organisation for communicating and interacting
with consumers (Aljukhadar and Senecal, 2011). The report outline marketing functions of
McDonald's which is a leading food service enterprise.
The report will also discuss about roles and responsibilities of marketing functions and
organizational functions. Comparison of marketing mix to using the elements of organization
and other companies elements and basic marketing plan which implement organizations in their
business and plan include organization basic activity like company vision, goal, mission,
objective etc.
2. DIFFERENT MARKETING PROCESSES
The marketing department holds responsibility to maintain to create awareness among
consumer about product and services of firm. The marketing function main work is to promote
organisation products by effective advertising on social media and planning for door-to-door
promotions and make strategic planning to creating marketing or target market according to
consumers needs and their demands.
The functions play a vital role in managing marketing activities such as promotion, free
sales, offering discounts, schemes etc. (Breton and Martín, 2011). The marketing function
involves pricing strategy which defines higher to lower price products. McDonald's has
capability to target market and fulfil the customers needs and demands as per the requirements.
The role and responsibilities of marketing function are as follows:
 Marketing and Advertising- The marketing and advertising is an responsibility in
which focus of marketing manager to create awareness among consumer about
companies products and services. The marketing includes all organizations products
which define selling, supplying and promoting organizations products. Advertisement
includes promotion of goods which is online or offline both platforms. Advertising
process includes post content and picture of product on social media and also post about
the products (Gupta, 2017). Moreover, give ads on newspapers for that customer are
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aware for the organizations products. McDonald's market about is food services and
offers on its official website, social media etc.
 Innovation- Innovation is the key responsibility of marketing manager where the
manager of firm seeks consumer feedback on existing products and services. Further,
feedback back evaluation helps in making changes and creates new product according to
consumer requirement. McDonald's makes innovation in its food services and products
by evaluating buyers preferences over certain food items such as Nuggets, Egg tiki
burgers etc.
 Sales and distribution- Sales and distribution is directly concerned with marketing
functions. Raising consumer awareness helps in seeking consumer attention which
motivates consumer to buy certain products. However, to manage sales, McDonald's sells
and market its food products on both platform that is online ad offline. The main work of
marketing function in sales department to promotes organizational selling function how
supply goods to consumer for examples many organizations are used online delivery
services for impacts on organizations customers happy for those service (Miller, 2017).
Main benefits of McDonald's services are customers get products at home for the online
order.
 Competitor analysis- Competitor analysis is the biggest marketing strategy which helps
the firm in evaluating competitors strategy to market it products and to increase sales.
McDonald's have to maintained their competitors and also make better products. In the
firm main responsibilities to analysis competitors plan in market this help to provide
better marketing planes to promote organization products. Marketing team of McDonald's
analyse the strategies which is adopted by their competitor so company can tackle them
accordingly and move forward towards their objectives.
 Analysing market opportunities- In the marketing functions the main responsibilities of
promotion department to analyse market opportunities like different kinds of benefits
which help to maintained organization's growth in company and also maintained
marketing functions in company. In other hand to analyse opportunities in market is help
identify the benefits of product to do marketing and present in market. The main purpose
of analyse market opportunities to know the advantage which is help to make growth of
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the firm and also increased popularity in market. McDonald's have huge opportunities the
firm have many stores in all over the world and they have better analysing In the market
providing food and beverages. This company is currently selling hundred of products in
their stores and they can start selling more item like Pizza or new variety of Burgers.
 Pricing- Marketing function roles to set price of product they ensure about the product
importance to Market and as well as customers. The main benefits to understand the
requirement of pricing strategy is help to identify which product have quality is high and
which products quality is lower in the organisation. The marketing functions have
responsibilities to set pricing of product and after that do promotions of goods and
services. McDonald's always focus on affordability of product and this is why they are
selling their product at competitive price. They are selling Burger at 1 dollar in some part
of USA, this proves that they do not believe in selling eatables at high price so they can
attract more number of customers.
 Customer service standard- Marketing function have responsibilities to manage all
customers service according to customer's retention like the organization provide many
services in market to the consumer but main thing how many customers are adopts those
services which is depends on what kind of services provides to the customers.
McDonald's have better customer care service they also provide 24 hours service which is
according to customers satisfactions. Customer service standard is depends on how the
organizations serve service to the customers. McDonald's serve millions of customers on
daily basis and marketing team have to make sure that operations team do not take much
time in serving the meal which customer have ordered. It reduces the level of customer
satisfaction.
 Market strategy- Marketing function has role in market strategy is defined every
organization has adopts to make strategy for the marketing of products which is defined
the role in organizations (Shankar and et. al., 2011). McDonald's have market strategy to
target market and also make strategy to make various kinds of products. Market strategy
is plane to implementation of products and does marketing for those products. Marketing
wing of McDonald's has taken the responsibility of managing the work related to
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promoting company product through promotional offers and advertising. This company
have adopted an aggressive advertising strategy.
3. ROLES AND RESPONSIBILITIES OF MARKETING MANAGER IN
ORGANISATION
In the organization different kinds of roles and responsibilities are handle manager which
includes many functions. Such as marketing, selling, supplying, planing and promoting good and
services of company. The McDonald's have marketing department which handle all kinds of
service sin organizations like selling and supplying, managing and maintaining marketing service
and target market and promotion of different kinds etc. All the elements are in organization help
to make promotion in organizations. And the role are marketing department in company which is
promotes firms products in front of customer's. Responsibilities of marketing department is make
popularity in business and make growth in business. It also beneficial to understand the target
market and customers needs form the organizations (Malshe and et.al., 2017). Many
organizations have duty to understand the customers needs and McDonald's have target market
and understand the potential customers needs according to organization. The rare following roles
and responsibilities are belonged to they organizations function which is discussed below-
 Identify potential market- The role of marketing manager of McDonald is to identify
potential customers and their demands. For example there are different kinds of
customer's who have different needs for which it is responsibilities of firm to market
research and makes derives changes in its food services.
 Oversee new products' introduction- The marketing manager of McDonald's oversee
the new product and examine all the products details which is help to done marketing.
The marketing department has responsibilities to conduct research about the overall new
products launch in the market. Like McDonald's add new beverages and new flavored
burger which test is different form the previous products.
 Developing pricing strategy- Marketing manager at McDonald's set the pricing strategy
of the products according to market. Marketing manager at McDonald's try to make
implementation in the product and make pricing strategy as per customer, McDonald's
plans pricing strategy to increase sales and to manage competition.
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 Communication- Marketing manager holds the ability to communicate with customers
for evaluating their demands and changing requirements (Meyer, 2016). According to this
marketing manager advertises products by giving details of products which is firm help to
maintained the customers' satisfaction. Communication process helps to maintain
effectiveness of marketing process in organizations.
 Easy website optimizing- Marketing manager of McDonald's operates official website
and post the content and make advertisement on social media and other promotional site.
For all promotions customers are aware form the organizational services. Marketing
Leader also define the each products details and their price on website like- burger
categories and their variety with price.
 Customers relationship management- In this marketing manager at McDonald's
maintain relationship with customers. The manager focuses on providing best services by
making innovation such as home delivery service, online booking service etc.
 Measuring success- In this marketing manager measures all kinds of activity which are
related to organizations popularity and service. Marketing department also works to
manage success in organizations by analysing competition consumers requirements and
need of changes.
 Creating customer value- In this marketing manager of McDonald's quality
management programs where the marketing teams promotes standards and basic quality
values which are followed by firm to maintained hygiene of food service
 Dealing with competition- increasing competition, increased the needs of marketing
management for which is important for marketing team to keep check over rivelry
marketing and pricing strategy. The promotional manager have work to identify the
competitors strategies their strengths, objectives and weakness. McDonald's manager
always make balance in customers and competitors monitoring.
4. MARKETING INTERRELATION WITH OTHER FUNCTIONAL
DEPARTMENTS OF THE ORGANISATION
The rare following roles and responsibilities are belonged to the organizations function which is
discussed below-
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 Human resource and marketing - Human resource have responsibilities in McDonald's
to maintained all over all productivity and also check all kinds of process in firm like
working of employees and product quality. Human resource department ensure all kinds
of responsibilities which is related marketing department like HR ensure to need more
employment in firm. HR also make recruitment for the firm and take ideas for innovation
in products and also having new idea to better employment. Human resource in
McDonald's make better improvement in their products for this they can make
employment in business. HR division do not have technical knowledge about the job
which is done by people who are working in marketing department. Marketing team
assist then in selecting most suitable candidate for a post, they tell them about the
education and skills which is required for a job position.
 Finance and marketing – Marketing wing of company conduct marketing research and
because of this they have all the vital information which is needed by finance division
like in which city company should open new outlet, what is the best source of raising
fund etc. Finance department work in organization to calculates all kinds of data and cost
of the products. The finance of McDonald's generate all over revenue of the firm and also
having lots of benefits. In case marketing team is planing marketing campaign to boost
sales, the marketing manager will seek form finance department
 Production and marketing - The production deportment have responsibilities in the
McDonald's to maintain innovation in food services, for which communicating with
marketing team help the production department in analysing changing customer's
requirements. Production team want to get the detail about what will be the demand of a
product in upcoming time and it is the responsibility of marketing team to transfer the
data of marketing research so production team can set their plans accordingly.
 Sales and marketing- Sales department has work in McDonald's to selling product and
increased the sales in business. Like they implement many strategic decision which is
impacts on the sales department procedures. Sales team try to convince customers so they
do not shy in tasting new products. Marketing team is accountable for supporting workers
who are working in sales team by assisting them in making strategies which is required
for increase number of user of new products.
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 Customers care representative- customers care representative have work in
McDonald's to solve business related problems of customers like the department have to
accept feedback from the customers. Marketing team is accountable for delivering the
information to customer care representatives so they can answer the questions which is
asked by customers in better way.
5 THE VALUE AND IMPORTANCE OF THE MARKETING ROLE IN
MCDONALD'S
 Marketing plays crucial role in McDonald's, marketing helps McDonald's to provide
details of firm and also aware about the products of firm.
 Marketing in McDonald's help to promote their products and also helps to promote vriu
deals and combo offers which is considered by firm.
 The importance of marketing in McDonald's helps to aware customers to exclusive deals.
6. CONCLUSION
From above discussion, it has been concluded that marketing is an essential part of
business, which include many activities to make profits (Jung and et.al., 2013). Planning,
processing, promotions, selling etc. in this report concluded roles and responsibilities of
marketing functions and organizations managers.
7. 7PS OF MARKETING MIX
Marketing mix are elements which is comprised by marketers. In the business marketing
tools are helps to offering brand image of organization. In the business marketing mix are
includes various tools such as price, place, products, promotions, process, physical evidence.
People. All those tools define how the firm used that tools to make marketing in business.
Marketing MixMcDonald's Burger King
Price McDonald's offer lower price
as compare to competitors.
McDonald's serve their
consumer to different test with
effective price. The company
charge their products
Burger king ha demands for
numinous products in market.
According to market demands
they can generate profits by
better pricing and effective
quality. Burger king mainly
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according to customers'
perception. McDonald's
focuses on products and also
serves hygienic and fresh food.
focuses on pricing strategy
because many customers are
price sensitive. The burger
kind provide discount price
products and offer price
products.
ProductsMcDonald's provide
various variety of products to
consumers (Satit and et.al.,
2012). They mainly focus on
consumers’ needs and their
demands.
The burger king mostly focuses
on quality food whether veg or
non-vegetarian. It also provides
combos food. For example, buy
3 and get one free. The main
strategy is to serve only fresh
food to customers. The burger
add more products with burger
like shakes, drinks and pasta etc.
Place McDonald's provide both
counter services like indoor
and outdoor. The company
service many services which
they offer their products online
like website where people can
orders food as what they like.
McDonald's expand their
business in numinous countries
and cities for generating
profits and revenue. They also
provide digital ordering and
mobile charging service to the
consumers.
Burger king store are placed in
many cities and mainly they
placed in malls and centre of
the city where much crowed
are occurred. Burger king
highly expand their business in
western cities where people are
mostly like the company
products.
Promotions McDonald's has spending huge The Burger king selects many
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numbers of money to make
advertisement of the firm.
Benefits form that people are
aware to organization
products. Firm make
advertisement on television,
social media and other
promotional sites. Now days
McDonald's popular in all
world they don't need any kind
of advertising. However, they
protestor their new products
and exclusive deals which they
present in the market.
ways to make promotions of
their products. Like website.
Through mobile app etc. the
firm also use personal selling
to use target market. The
burger also makes promotion
on newspaper and they also
organize sponsorship in many
events for the promotions
(Shankar and et. al., 2011).
Physical evidence Physical evidence refers to
tools and elements which
impacts only to make
impression on the customers
like McDonald's store interior
attract customers which
unique form the other
consumers.
Burger king store are situated
with centre of the city and
crowded are where the firm
store attract to the customers
and their physical attractions is
also made impression on
consumers.
People McDonald's store 97,000
people are work. Many people
are having company products
and they also make
employments for the job this
attract most of the consumers.
Many people are involved
business and they take firm
Burger king have unique
dining experience with fast
availability of the food. Most
of the UK people are daily
order burger products. They
also offer job to people who
are worked in organization to
serve products to people.
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franchises and start their own
business with McDonald's.
Process The process is in business
make success. McDonald's
have present variety food
products which test unique
form another products.
The burger provides various
variety products in numinous
countries and the also
maintained test and their
customers.
8. MARKETING PLAN
Marketing plan in an organisation helps in making strategic decisions and planning of
products changes. Marketing plan includes various techniques and objectives which is defined
how to make profit and increased growth of the company. The main advantages for marketing
plane to manage all organizations products to create marketing planning to increase revenue and
make growth of the company. The marketing plan includes complete business plan with actions
implements.
Overview
McDonald's objectives defies making growth of the company. McDonald's operate 13 00
restaurants across Ireland and Britain alone. Moreover, they have number one priority in ,
business; customers are trust to the firm to having the best quality food and hygienic food.
McDonald's support local community for example they invest $43 million every year training
and development. 80% of restaurants in UK are operated McDonald's business and more than
woman are takes franchisees to make business (Taneja and Toombs, 2014). According to
majority McDonald's have 23,000 firms in only island and Britain.
SWOT Analysis
Strengths Weaknesses Opportunities Threats
1. McDonald's
has present
new items in
business like
The weaknesses of
McDonald's to find
harder location to open
stores and the dividing
The firm have
opportunities for
outside restaurants like
international stores
The main threats faced
McDonald's
government are
targeting to regulations
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