Marketing Essentials Project: McDonald's Marketing Functions Analysis

This project delves into the essential marketing functions within McDonald's, a globally recognized fast-food chain. It begins by outlining the key roles and responsibilities of a marketing department, emphasizing their significance in understanding customer needs, analyzing market trends, and facilitating the exchange of goods and services. The project then focuses on how these marketing principles are specifically applied within McDonald's, highlighting the interrelationships between marketing and other crucial departments such as finance, production, human resources, purchasing, and sales. The analysis covers topics like market research, competitive environments, target market identification, and the importance of building and maintaining consumer demand. The project underscores the necessity of effective communication and collaboration between various departments to ensure the successful implementation of marketing strategies, ultimately contributing to business growth and customer satisfaction. The project also covers the importance of adapting to market changes and the role of research and development in creating new products.

MARKETING ESSENTIALS
(Project 1)

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK...............................................................................................................................................1
P1. Key roles and responsibilities of marketing function.......................................................1
P2 Roles and responsibilities of marketing relating to McDonald's......................................3
M1...........................................................................................................................................6
M2...........................................................................................................................................6
D1...........................................................................................................................................6
CONCLUSION................................................................................................................................6
REFERENCES................................................................................................................................7

INTRODUCTION
Marketing is necessary for each and every type of company because with assistance of
this they can easily accomplish needs and wants of customers effectively (Al-Ekam and et .al.,
2012). This will aid to know their demands also. Along with this, they can easily launch new
goods and services for people. Present report is based on McDonald's which is very popular for
their burgers across the world. They manufacture many types of burgers for their consumers.
Main purpose of this assignment is to describe key roles as well as responsibilities of various
marketing functions. Finally, it is going to discuss about interrelationship amongst many
departments of organisation.
TASK
P1. Key roles and responsibilities of marketing function
Marketing department is fundamental for each and every kind of organisation (Marketing
essential, 2017). They play an essential role in advancement of business and along with this, by
implementing various forms of strategies, they remove obstructions from firm (Batt, 2013).
Therefore, they can grow in market effectually with gaining maximum revenues. There are many
types of roles as well as responsibilities which are associated with marketing as mentioned
beneath:
Exchange of goods: Material which is used by McDonald's to develop final items for
clients is transferred from factory to restaurant. There are many nations where company is not
working; thus, people will take franchisee from them to do business and they sell their items to
people. Along with this, they have to do business by using their name. Hence, fundamental
purpose of marketing is to eliminate problems which exist in the procedure of transferring
distinctive beverages, sauces and many more. Additionally, some issues will arise which is
related with communication skills as it can create problem in transfer of goods. It is a necessary
role of marketing team to know about the tastes and preferences of their clients and give this data
and information to production division. As a result, needs of customers are accomplished within
limited period of time (Desai, 2013).
Understand competitiveness of industry: It is required for an organisation to develop
strategies and policies as per the current trends. Therefore, marketing will aid manager to know
the recent trend of industry. As a result, they can maintain effectiveness of strategies which is
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used by them and therefore, company will acquire growth and development. Additionally, they
will attain desired targets and goals within minimum time span.
Find out what customers want: This is the most essential role of McDonald's as they
only provide those products which are liked by maximum consumers. This will assist them to
maintain their operational expenses and in addition, they can enhance their profits in a proper
manner. Therefore, manager will conduct marketing to know the tastes and preferences of
customers so that they can accomplish it as per their demand (Desselle, Zgarrick and Alston,
2016). This will aid them to keep their customer base maintained and they can satisfy their
clients appropriately.
Competitive environment: Each and every kind of association wants to reach on top in
their segment in which they are working. As marketing team is much efficient to improve
business in less time period; therefore, many companies give entire responsibility to them related
to market. Hence, this will aid McDonald's to decrease the value of their items because if their
sales increase on continuous basis then, they can reduce their prices of goods.
Assistance in distribution system: With the help of this, distribution system of company
will develop in an effective way. McDonald's is operating their business in various locations and
thus, they have to use appropriate systems to accomplish the needs and wants of their customers.
Along with this, they have to provide proper attention to geographical aspects also.
Building and maintaining demand: Whenever an enterprise is going to launch a new
item for target customers then, they have to do its marketing effectively and efficiently. Thus,
people can know requisite information which is associated with the product. It will provide
assistance to sales division as they can easily improve their sales (Hauer, 2011). As a result,
McDonald's will maximize their income. Along with this, it is also required to maintain the
demand of goods at marketplace. It will develop awareness of goods amongst individuals.
Find target market: It is necessary for an enterprise to know the needs and wants of their
clients. Hence, they can provide products accordingly. They have to determine people through
segmentation which is based on their culture, income, age, gender, religion and many more.
Thus, with assistance of an effective marketing, manager will find out the kind of market they
need to target. As a result, it eliminates confusion and employee is much clear regarding
objectives which they have to accomplish. For this, they can also create distinctive policies or
strategies.
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Market research: As McDonald's is working in industry of restaurant, where alterations
are made on regular basis. Therefore, they need to examine market continuously and alter their
policies accordingly. Similar to this, preferences as well as tastes of persons change regularly
which need to be analysed on timely basis. Hence, manager of an organisation will take
assistance of marketing to identify it appropriately. It will cater them growth and in addition,
development in their business segment (Hsu, 2011). Also, this will assist them to reduce the risk
and uncertainty.
Developing management information systems: Superiors will investigate the success of
company either quarterly or on yearly basis. In company, it is not essential for all divisions to
find out the growth of business, but it is fundamental for marketing to determine development.
As a result, they can create policies or strategies appropriately.
Synchronisation the objectives: McDonald's is highly famous across the world.
Therefore, it is not much easy for higher level of authority to develop plan for all nations which
is adopted by distinctive countries. Hence, with aid of marketing needs of different religion will
determine which will assist manager to develop strategies. As a result, they can accomplish
demands of their consumers within limited period of time. Along with this, it is required for the
firm to identify revenues of entire locations where they are operating their business.
Assistance to research and development department: It is essential to communicate
about the demand of clients to R & D division as only then they can develop desired food
product for their clients. This will aid them to take benefits from their competitors at competitive
world. Along with this, by accomplishing demands of people, they can improve their client base.
Growth of business: This is one of the significant roles of marketing. Through knowing
needs and wants of individuals company can easily grow at marketplace (Kennedy and Parsons,
2014). This will enhance the income of organisation and they can attain coveted targets within
decided timeframe. If McDonald's is growing continuously then, it will help them in their long
term survival.
P2 Roles and responsibilities of marketing relating to McDonald's
Each and every sort of division has their own significance in company as specific work is
doing by them, which is assigned to them. Fundamental aim of marketing department is to
distribute items as well as services in an adequate manner. Therefore, it is required to keep up
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best relationship with logistic unit. Enterprise is not only wants to earn money but they want to
improve their profits and reputation at marketplace.
Basically, it is much easy to distribute products by open shop but if an enterprise is
working at global level then, this will be complex for them (LEHTINEN and MÄKINEN, 2012).
It gives help to keep up demand as well as supply. If an association wants to get success for
longer time span then, it is required for them to develop a healthy interaction amongst finance
and in addition marketing division. To do entire things in an effective manner, every kind of
company needs sufficient fund. It will help them to maintain their working performance in firm.
If marketing team has an adequate support from finance team then, they can easily enhance their
reputation and market share at competitive world. Along with this, they will take loan from
institution for their expansion of business and development of goods. As a result, organisation
can keep up their financial position effectively and beat their rivals at marketplace.
There is also an other way to develop relationship amongst these two division which can
be examined. If department of finance is not able to arrange needed fund for marketing unit then,
they will not do their work in an appropriate manner. Hence, to perform entire activities
adequately, it is fundamental for an enterprise to have fund (Lipsman and et .al., 2012). If
working performance of finance unit is enhance then, they can easily provide money to
marketing department; as a result, they will do their task effectively as well as efficiently.
Preferences and in addition taste of people will change as per time passes. It is required
for an organisation to take judgement properly which is associated with investment in
manufacturing methods or new economic. Manager of McDonald's can conduct research of
market; as it aids to know about needs and wants of consumers which will cater support to them.
As a result, company will improve their entire profits.
It is required for an association to use inventive tools and techniques into their business
procedure. This will assist them to compete their competitors at competitive world. Additionally,
by adopting new methods, manager can increase efficiency of their current methodologies or
products. By knowing demands of people research and development division can also launch
new goods and services for people (Maghaireh, 2016). As a result, they can improve their
customer base which will aid them to increase their goodwill at marketplace.
Relationship between marketing and production function: Division of manufacturing is
too much depend on marketing unit as they cater essential data as well as information to
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consumers as per their demand. With assistance of this they can easily maintain quality of their
products. Along with this, by knowing wants of customers they will know that which product
they have to produce more or less (Batt, 2013).
Relationship between marketing and human resource function: Human Resource unit
is fundamental for each and every kind of association. As they appoint right person for the
correct occupation. Relations amongst HR as well as marketing division is not much associated
with clients but it can provide broad affect on an organisation. If right candidates are not hired by
them for the unit of marketing then there work will highly affected. Similarly, if they do not have
requisite understanding regarding market then they can not get potential consumers; as a result,
there market share and reputation will go down.
Relationship between marketing and purchase function: It is required for company to
purchase proper material, which will aid them to create an appropriate finished item. This is
necessary to provide material as per the requirement through maintaining appropriate supply
chain (Desai, 2013). As a result, entire work will accomplish within limited period of time.
Along with this, they can fulfil requirement of clients timely. It will assist them to reduce waste
and improve revenues.
Relationship between marketing and sales function: Many times persons will confused
amongst sales as well as marketing units. They think that it is similar, but there is lots of
distinctions between them. Basically, selling is related to sale products to people. Rather than
this, marketing is a broad facet. There main work is to determine needs and wants of clients;
hence, they can satisfy them within limited period of time. Division of marketing give
information to sales unit; therefore, they can sell their items accordingly. They can utilize many
sort of tools to pull consumers towards them; such as advertisement. As a result, they can
enhance their profits and reputation at marketplace.
Therefore, it has been comprehended that, relation amongst entire division is essential to
attain desired targets and objectives in a proper manner (Desselle, Zgarrick and Alston, 2016). If
any of the department is not doing their work adequately then, it will provide high affect on
income. Hence, all divisions support each other to done work effectively and efficiently.
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M1
Intrinsic as well as extrinsic elements can affect operational activities of marketing. There
are some components which can be controlled by manager or some are uncontrollable. With
assistance of them, it is easy to decrease clashes from surrounding and business procedure. Market segment: As per this, market can be distribute as per age, income, caste, religion
and many more. Strategy: With aid of an effective strategy it is easy for organisation to attain coveted
targets and goals (Hauer, 2011).
 Planning: By appropriate planning it is easy for them to satisfy needs and wants of
people as per their taste and preferences.
M2
Connection amongst marketing and another department is must as it aids them to take
benefits from competitors at competitive world. With aid of finance division they can maintain
records of company. They need to conduct research appropriately; therefore, they can fulfil
needs and wants of people effectively. To take benefits from competitors; it is necessary to
maintain appropriate relations between all divisions. By proper coordination they can acquire
success and development (Hsu, 2011).
D1
Entire functions are associated with each other; hence, coveted targets will achieve within
limited period of time. Along with this, it is required to fulfil demands of clients so that they can
improve their customer base. Prices and quality of item need to be appropriate as it will help to
attract numerous individuals towards them (Kennedy and Parsons, 2014).
CONCLUSION
From above report, it has been comprehended that marketing is fundamental for firm to
know needs of people. If company accomplish demands of consumers timely then, they can take
advantages from their rivals. If any unit is doing their work properly then, it will affect overall
business either directly or indirectly. Along with this, it is necessary for them to maintain
demand of their goods and services at marketplace.
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REFERENCES
Books and Journals:
Al-Ekam, J. M. E. and et .al., 2012. Determining the antecedents of actual purchase of local
product brand in Yemen. American Journal of Economics, special issue. pp.97-100.
Batt, P. J., 2013, December. Quality management essentials and the importance of smallholder
farmers collaborating. In II Southeast Asia Symposium on Quality Management in
Postharvest Systems 1088. pp. 47-52.
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.
Desselle, S., Zgarrick, D. and Alston, G., 2016. Pharmacy Management: Essentials for all
practice settings. McGraw Hill Professional.
Hauer, C., 2011. Marketing in the digital age. Editors' Bulletin. 7(3). pp.77-79.
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.
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.
LEHTINEN, U. and MÄKINEN, P., 2012. Development possibilities of the major marketing
approaches. LTA. 3(4/12). pp.11-29.
Lipsman, A. and et .al., 2012. The power of “Like”. Journal of Advertising research. 52(1).
pp.40-52.
Maghaireh, H., 2016. Head, Heart and Hands: Three Essentials for Success in Dental Practice.
Smile Dental Journal. 11(4). pp.6-7.
Online:
Marketing Essentials. 2017. [Online]. Available through
<https://www.entrepreneur.com/article/286545>. [Assessed on 30th October 2017].
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