Marketing Report: McDonald's Role, Plan, and Mix Comparison

This report provides a comprehensive analysis of McDonald's marketing strategies. It begins by outlining the key roles and responsibilities of the marketing function, emphasizing customer relationships, market research, and the importance of adapting to market trends. The report then examines how marketing interrelates with other organizational departments, such as production, research and development, finance, and human resources. Furthermore, it includes a detailed comparison of McDonald's marketing mix with that of Burger King, evaluating product strategies, pricing, promotion, physical evidence, processes, and the people involved. The analysis highlights how both companies use these elements to achieve their business objectives. The report concludes with a basic marketing plan for McDonald's, summarizing the key strategies and recommendations for the company. This assignment is a valuable resource for students studying marketing, offering practical insights into real-world applications.

Part1-The Role of
Marketing Part2 -
Marketing Plan

Table of Contents
INTRODUCTION...........................................................................................................................3
PART 1............................................................................................................................................4
TASK 1............................................................................................................................................4
P1 Key roles and responsibilities of the marketing function..................................................4
P2 How the roles and responsibilities of marketing related to the wider organisation context. 6
TASK 2............................................................................................................................................8
P3 Comparison of ways of marketing mix application by the different organisation in their
marketing planing process to achieve the business objectives...............................................8
PART 2..........................................................................................................................................12
TASK 3..........................................................................................................................................12
P4: Basic marketing plan for organisation...........................................................................12
CONCLUSION..............................................................................................................................16
REFERENCE.................................................................................................................................17

INTRODUCTION
Marketing is very essential function of businesses management, as it plays important
role in creating the awareness about, the product and services,(Blut, M. 2018) along with this it
aid find out the information about market and their customers. so with the help of this company
can plan the other functions of business ineffective way to achieve the success in the market
place. Here in this report marketing essential of MacDonald's is going to be consider.
MacDonald's is the world popular, brand of fast-food. Its a American company establish in
1940, offers the quality and variety of product to their customer. Its known for its variety of
burgers, wraps, roles etc. this report is going to analyse roles and responsibilities of marketing
functions in given organization, and the relationship of marketing function with the other
functional departments of organisation. It also include the comparison of marketing mix of given
organization with the other company.

PART 1 The Role of Marketing
TASK 1
P1 Key roles and responsibilities of the marketing function.
Marketing is key function of organisation management system. The responsibility of
marketing is to give the importance, (Fawcett, S.E. 2019.) to develop the strong customer’s
relationship in order to get return value from customers side for organisation and its product.
Some key roles and responsibilities of marketing are explain below.
 Basic marketing process:
 the initial step of marketing is to analyses the market area & customer’s
requirements, then selection of target market.
 Second responsibility is to construct the marketing strategies or plan by
considering the target market and customer’s.
 Development and application of effective marketing program, then showcase the
value for customer’s needs.
 Make the trusted and loyal relationship with customer’s.
 Finally after building the effective customer relationship, next step is use the
customer’s loyalty to create more value in the market in order to get more
financing, market positioning profit and also to build customer’s equity.
 Marketing research: This is the Vary important and initial step of marketing
function, in the McDonnell they conduct the marketing researcher to understand
the all important information to create the effective marketing mix. (Malshe, A.
2020) In the marketing research they use different framework to analyses the
information related to all internal and external factors which infects the
organisation management, (Musonera, E., 2019.) such as PESTEL analysis, SWOT
analysis etc. bust other than this framework the most importantly point to be focus
in marketing research is consumers.
 Customer needs and wants and demand: To understand the customer needs,
wants and demand, marketing research and the analysis of collected information
is the dome. This is the important responsibility of marketing function.

 Market offerings: Is the process of offering the different variety of product for
the satisfaction of market and customers. So this strategies is use by the
MacDonald for satisfaction of their customer’s and to attract more customer’s in
order to increase profitability.
 marketing myopia: The other most important role of marketing function is to
ignore the use of marketing myopia because it just focus on the fulfilment of
company requirement and not concerning the customers demands. MacDonald
always take care of that, they should never include the marketing myopia in their
marketing plan.
 Analysis of collected information: After the marketing research the other role of
marketing function is to deeply analyse the collected information. Its
responsibility is to understand the every elements of information so that they can
further modify and make the future management strategies. Right analysis of
collected information helps to accomplish the goals of marketing plan.
 Formation of strategies: In the case of MacDonald they use the marketing
research to collect information for the construction of effective marketing mix.
The collected information helps to make effective marketing strategies. (Pimenta,
M.L. 2016) Making the effective marketing strategies is the responsibility of
marketing functions, so that this can help to differentiate the responsibilities of
employees, and get effective results.
 Using customers centric approaches: this is the more essential role of marketing
which aid to create customer value and satisfaction, and if customers feel valuable
and satisfy than it results in the achievement of customer loyalty, increasing
numbers of customer, and finally the increased market shares. Customer centric
menace to deeply focus on customers and provide the services. Customers centric
approach of MacDonald is the customization of food items with premium
ingredient, on the order of customer’s.

 Marketing campaigning and promotional activities: MacDonald use marketing
campaigning and promotional activities to inform and make aware their customers about
the variety of product and facility they are providing for consumer. such campaigning
are hand full, grownup, and it must be. Which involves the information of services such
as mobile app, order screens and table services.
 Current and future trends in the marketing: MacDonald is using different Modern
strategies such as, new innovative food items, online services, attractive campaigning etc.
all these things are important to be updated and attractive.
P2 How the roles and responsibilities of marketing related to the wider organisation context.
As marketing is a important function of organisation management, it is interrelated to the
other functions of organisation management system. It influences the whole functional
management system of company. In the case of MacDonald's marketing department effects the
other functional department of organisation the brief is explain below.

Production and marketing: Both of these departments are interrelated in the
prospective of product and brand value. As production department want to improve and
increasing the effectiveness of their processing and operational technology. Marketing
department focus on the production of quality and required product for their customers in order
to increase the sales and value of products. In the case of MacDonald's their marketing and
production departments are interrelated, (THIRUVANANTHAPURAM, K., 2019) because for batter
marketing they need higher content related to their food items. Such as food variety, food
quality, food safety. Production department MacDonald's focus on the implementing new food
production techniques, to produce the safe, low fat products for customers, those machinery are
also help to reduce the use of oil, and help to save time. So the marketing and production
department, benefit each other, marketing help the production department to identify and
produce product related to customer demand. While production department provide the content
for marketing related to the hygienic production techniques, and variety,quality of product.
Marketing and Research: Both department are interrelated to each other in the prospect
of information use and collection. In brief research and development department focus on the
collection of information related to the internal and external factors effecting the organisation.
Then the use of these information with the other functional department to developed the new and
effective organisation businesses plan. So marketing department is the other important functional
department, use to create awareness about the product and as the product selection and changes
is a the part of research department so both are interrelated. In the case of MacDonald's they use
research and marketing department together to increase (awareness about product and services)
and to increase the sale by providing customer required products.
Marketing and finance: These to departments are interrelate because, to increase the
financial value of company we need to create awareness and attract the customers so that result
as higher selling, sales increase the profit (finical value) and all these things are done by
marketing department. But marketing department need money investment which is provide by
financial department. MacDonald's use the effective marketing strategies by investing the
required amount of money by the help of financial department.
Marketing and human resource: Human resources management means the recruitment
of the employees than the making the team by grouping the employees on the basis of their
speciality for specific function. marketing department need the help of human resource with the

speciality to do the different responsibility of marketing. Human resources department is depend
on the marketing department to manage their team for different function of organisation.
MacDonald's use human resources department to recruit the specialist and qualified workers for
marketing activities, for serving, for perpetration activities. So depend on marketing department
that how to serve effectively by the use of human resource. How much employee have to recruit
for completing different functions of marketing.
TASK 2
P3 Comparison of ways of marketing mix application by the different organisation in their
marketing planing process to achieve the business objectives.
There are the multiple types of tools present in the market which can be use for the
marketing management. Marketing mix is one of the marketing management tool which should
we use by marketer to analyse the different areas of concern, in order to make effective
decisions. And those decision make the customers attracting marketing plan. The common
marketing mix tools are 4p's, 7p's. Marketing-mix of MacDonald's and Berger king is explain
below.
Basis MacDonald's Burger king
Product The aim of the marketing mix
is to focus on the product,
variety, quality, needs, so
customer get options for
investing their money.
MacDonald' s in their
marketing mix focus on the
innovation and development of
new product, and also the
customer tats and demand,
due to the change in the teats
of customer MacDonald's is
introducing new product and
continue to do this. Such new
Burger king is using marketing
mix to identify the customer
need related to the products.
And to update their product
according to the changing
faction. (.Quinn L., Dibb S.
2016.) So that customers get
attract towards the brand. They
offering the French fries,
sandwiches, variety of burgers
with the premium ingredients
etc.

products are cheese Mc
muffin, Big spicy paneer wrap,
chicken wrap etc.
Price As MacDonald's is a popular
brand offers the quality
product by not compromising
with safety and health. And the
low price strategies cant work
to make brand value, as in
perception of customers low
price product is highly
compromised with product
quality. So MacDonald's is
using psychological pricing. It
never use low pricing to
prevent the other company to
reach, status of this company.
Burger king use market-
oriented pricing strategies.
They price their product on the
basis of market condition, such
as supply and demand
condition , as well as by
comparing the pricing
strategies of competitors.
promotion Its about the type of
marketing communication. So
MacDonald's use, newspapers,
posters, TV, social media ,
cinema. They also use
message to inform their
customers about new offers.
Burger king use newspapers,
hoardings, Magazines. To
promote and market their
product. They offer the,
discount and bundle offer.
They do the campaigning
events for to increase the
customers of their brand.
Physical evidence This term of marketing mix is
about provide the evidence to
the customers that they are
gating the valuable services in
exchange of their money. And
Burger king provide the
product with its value evidence
such as Oder receipt and Oder
detail on screen.

MacDonald's is providing the
Oder receipt with product
price. (Zulkarnain, D. 2020). It
also use the messages to sent
the Oder detail.
Process Use the new techniques of
food preparations, to provide
safe and healthy product, the
new machinery all so use to
save the raw material and time.
Burger king is continually
update their production
techniques, for oil less and
healthy product. And focus to
save their operational time by
implementing new machines.
People This part of marketing mix is
about the, selections of
customers from the target
market like for which line of
customers they are should
make their product. So
MacDonald's is targeting the
higher status customers, How
can prefer the higher cost
product , in-prospect of health
and safety.
They target the middle as well
as higher class customers. To
get the higher profit from both
classes of customers.
Place This term is about the place of
serving, and production,
position , area of shop, so for
the effective marketing it is
important to target the best
area for business, than
managing the well design
serving place which helps to
Burger king is providing the
best place for serving. They
make their small branches of
store in the , higher customer’s
rate market.

attract the customers. Aid their
customer’s to spend quality
time.

Part2 - Marketing Plan
TASK 3
P4: Basic marketing plan for organisation
Marketing plan is created for the purpose of meeting the specified marketing needs of a
organisation. In present scenario there are some of the marketing objectives of McDonald that
are set to be achieved in the identified time period.
Mission: Mission statement of McDonald's is to be customers favourite place and way to drink
and eat. Al the worldwide operations are to be aligned to their global Starkey.
Vision: vision statement of McDonald is to drive a profitable growth and serving customers
delicious food across worldwide.
Objectives: The objective that have been laid down by the marketing department for the purpose
of present business plan is mentioned below: Achievement of higher market share by 5 percent in coming time period of 2 years
 Focus on increasing the revenue of 2 percent in coming year 21-22
For the purpose of achievement of present laid objectives there are certain frameworks that is
sued in order to form the tactics and strategies of McDonald as mentioned below:
Swot analysis:
It is a tool that will be used for the purpose of analysing the internal weakness of the
business so that opportunities can be further used to expand the existing market share and
revenue rates of McDonald (Dib, 2016).
Strength Weakness
 McDonald is a brand having
global presence across 120
countries.
 They are having wide range of
products starting from
smoothies, burgers, shakes,
snacks and ice creams.
 There is negative publicity of
McDonald as their fast food
consist of high amount of carbs,
food, sugar and salt.
 The dividend growth rate of
McDonald has slowed down as
many investors are opting out of