Marketing Essentials: McDonald's Marketing Report and Analysis

This report provides a detailed analysis of McDonald's marketing strategies, processes, and its role within the organization. It begins with an introduction to marketing concepts, current and future trends, and an overview of marketing processes. The report then examines the roles and responsibilities of a marketing function, its influence on other departments, and the value of the marketing role within an organization. A key component of the report is a comparison of the marketing mix of McDonald's and Burger King, highlighting differences in product, place, price, and promotion strategies. Finally, the report outlines McDonald's marketing plan and concludes with the importance of effective relationships between different functional departments for organizational success. The report utilizes academic sources to support its claims and provides a comprehensive overview of McDonald's marketing practices.

Marketing Essentials

Table of Contents
INTRODUCTION ...............................................................................................................................3
TASK 1.................................................................................................................................................3
1) Introduction to the concept of marketing, including future and current trends...........................3
2) Overview of the different marketing processes...........................................................................4
3) Role and responsibility of a marketing Function........................................................................4
4) Marketing influence and interrelated with other functional department of the McDonald's......5
5) Values and importance of the marketing role in organisation.....................................................5
6) Conclusion about importance of having effective relationships between different functional
departments......................................................................................................................................5
TASK 2.................................................................................................................................................6
7) Comparison between the marketing mix of two organisation.....................................................6
TASK 3.................................................................................................................................................9
8) Marketing plan of McDonald's....................................................................................................9
CONCLUSION...................................................................................................................................11
REFERENCES...................................................................................................................................12

INTRODUCTION
Marketing is a technique through which organisation enhance their growth and achieved
success in the business. It includes understanding of market, demands and requirements of
customers, implementing customer driven strategies and give customers quality. McDonald's is one
of the leading fast food organisation of the world. It was founded in 1940 by Richard and Maurice
McDonald in America. The present report emphasizes on the roles and responsibilities of marketing
for an organisation and it's relationships with other functions of organisation (Baker, 2016). Along
with this , a well comparison chart is designed between McDonald's and Burger King which shows
the marketing mix of both the organisations. In addition with this ,a small discussion will also take
place on the marketing steps of McDonald's.
TASK 1
1) Introduction to the concept of marketing, including future and current trends.
Marketing : Marketing is a concept of planning and applying the future strategies, costing
policies, advertisements for promotion and innovations to products and services, that are designed
to exchange and satisfy the needs of customers and organisation.
Concept of Marketing : It is a plan which is introduced by companies to fulfil the needs of
customers, increase sale, increase probability and beat competition. There are five marketing
concepts that can be implemented by organisation are – production concept ( inexpensive and
available products are more preferred by customers), product concept (innovative features,
performance and quality products are very much popular in market), selling concept (customers
oftenly get attracted towards products which are promoted widely), marketing concept (value is
delivered to customers, their requirements are fulfilled), societal marketing concept (focus on needs
of target market and deliver services effectively).
Current and Future Trends : Current trends are those which are new to market, but these
can be the modified strategy which were earlier used or can be totally a new concept ( Campbell,
2018). Technology has dynamic nature, where as demands of customers get change with time, it is
very much important for organisation to make change sin their products and services so that they
can full fill the requirement of customer and can increase their profitability.
Selling Concept : There are several sources, which McDonald's can use for attracting large
number of customers. In this they can make new products and make their promotional activities,
which use many popular channels like T.V., radio and magazines etc.
Production and Product Concept : For increasing the profitability and the share in market,
McDonald's have to make changes in their production strategies, which can help them in producing

the products in effective manner. They also have to a make strategies for new products, this will
help them in attracting new customers that are loyal to other organisation or to their competitors.
2) Overview of the different marketing processes
McDonald's marketing process involve some stages such as mission, situational analysis,
marketing strategy, marketing mix, implementation and control. All these stages are important for a
company while introducing and implementing their products in market and to customers ( Cavusgil,
2014). Beneath is the discussion on that processes :
Mission : McDonald's has decided to make good and healthy food products.
Situational Analysis : McDonald's is available to gain competitive advantages because of
their commitment of regular study on consumer's demand and also they focus on the quality of
product. This the core of their business mission.
Marketing strategy : McDonald's is a multinational company which provide their quality
products and services to food sector for customers of different regions. While introducing a new
product, they are depend on brand loyalty of their existing consumers as a strategy.
Marketing Mix : While McDonald's offers a different range of products or services, it values
Bundle and Psychological pricing strategy and relies on less of counsel for distribution.
Implementation and Control : Here, company use to implement their products and services
at market place, which is important for them for maximising their customer base and improve their
profitability.
3) Role and responsibility of a marketing Function
For achieving different goals and objectives, there are several roles and responsibilities that
the marketing manager of McDonald's have to perform. Some roles and responsibilities that
marketing manager of McDonald's have to perform are as follow :
Identify potential market : It is very much important for marketing manager of McDonald's
to find markets where McDonald's can invest more due to the high demand of their product in that
area. This will help them in making new strategies, which can be used for making better relations
with targeted people ( Hair, 2015). For this they can use tools like social media marketing, collect
reviews from different customers while they use to visit their premisses.
Communicate develop products in market : It is very important for the marketing manager
of McDonald's to communicate with ample number of customers, so that they can get the
knowledge about the new products provided by them. For this they can use, resources like social
media, T.V., Radio, etc. which can help them in making connection with large number of people.
Market Strategies : It is important for marketing manager of McDonald's to make strategies
for organisation according to the result of analysis of marketing situation. This strategies will help

them in making collaboration between the their goals and opportunities for them in market.
Evaluate the product : The needs and demands of customers get changed very frequently,
which are needed to be study on a regular time period, so that the production team can make
changes and modification in their products according to it.
4) Marketing influence and interrelated with other functional department of the McDonald's.
Market is a place where several buyers and sellers come together for buying and selling the
products and services. Marketing involves ample number of actives which are used for attracting
the customers towards products and services. These activities are, advertisements, buying and
selling of products and services ( Kladou, 2016). McDonald's has many departments which are
connect to the marketing department, where marketing department help them in performing their
individual activity in effective manner. Some of these are as follow :-
Marketing and Human Resource Department : The main role of human resource department
is to hire employees for organisation according to the skills required. Marketing manager of
McDonald's have to make communication with manager of human resource department, for
explaining the requirement of skills. This will help human resource department to hire those those
employees which can fulfil the requirement of marketing department according to their needs.
Marketing and Finance Department : It is very important for finance and marketing
department of McDonald's to make a good communication between them. This will help the finance
department to come to know that why and how much funds are required by marketing department,
so that they can perform their operations effectively.
Marketing and Research & Development Department : Research and development
department has responsibilities for making the new products for McDonald's which will help them
in gaining some competitive advantages. For making it more effective, it is essential for marketing
to make communication with them, and give detail about the new trends and products which they
have to produce for gaining competitive advantages.
5) Values and importance of the marketing role in organisation
Role of marketing is more essential and important for McDonald's, as it help them in
attracting large number of customers easily. This also help them in achieving better result and their
goals within predefined period of time ( Lane, 2015). This will also help them in introducing their
products and services at market place. It will play an important role in the growth and success of
McDonald's at large scale.

6) Conclusion about importance of having effective relationships between different functional
departments
It has been concluded form the information mentioned above that, interaction between
different elements and department are very importance for an organisation, as this will help them in
growing and developing their business. It help organisations when they are expanding their business
and it's activities to different global level.
TASK 2
7) Comparison between the marketing mix of two organisation
The marketing mix describe the strategy which is used by an organisation for satisfying and
reach the customers desires, in terms of place, product, price, promotion, people etc. It's all about
putting the right product at the right time at the right price and at the right place. Marketing mix is
used by every organisation in order to achieve success in the market. Marketing mix of McDonald's
corporations involved several approaches for meet business concern in various fast food restaurants
around the world ( Malhotra, 2015). Also this is differ from its competitor Burger king, which deals
in same category. The difference can be explained better by a comparison chart, which is outlined
below:
Components McDonald Burger King
Product McDonald's is mainly known
for its burgers as they first
started selling only burgers and
chips, and then they adopt the
changes in the market and
diversified the need of
customers. This supplies both
vegetarian and non-vegetarian
products, Beverages and
frozen deserts.
Burger king run as a fast
service restaurant focusing on
burgers as its important
products. Burger King first
produced hamburgers, desserts,
French fries, milk shakes and
soft drinks. Later in 1957, it
adopted the changes according
to customer needs and
introduced Whopper sandwich,
and many other things added
into the outlets as this was
expanded day by day .
Place This can help to find locations
and venues where products are
offered and consumers can
Burger king works its business
through establishments in
around the world. Presently it

easily assess them ( Pappas,
2017). McDonald’s have
different distributions
strategies in different
countries. There are approx
36,258 McDonald restaurant in
approx 119 countries. This
looks for the best locations
within the market to provide
customers with convenience.
has approx 79 countries with
an estimated 13000 outlets.
Burger king is everywhere
around the globe as approx
66% of outlets are in US and
99% are being operated and
owned privately. This also
covers India as this is popular
in all over the world. The
consumers can use mobile app
to use different coupons for
getting special offers.
Price The overall aim for each
individual McDonald’s
restaurant is to provide food at
a competitive value driven
price for the customers.
McDonald's use two type of
pricing strategy : psychological
and bundle pricing strategy.
The psychological pricing
policy, supports company for
encouraging the customers to
buy company's product based
on perceived afford ability.
And in bundle pricing policy, if
customers are purchase meals
and other products in bundles
then company provide discount
on that products.
The combination of
competitive pricing and
psychological pricing is used
by Burger king as the prices
should be high enough so that
doubts are not raised about the
quality of their products and
low enough so that the
customers are willing to pay
for it ( Pike, 2015). This also
uses market-oriented pricing
strategy, which involved
demand and supply condition
as well as the evaluation of
competing firms.
Promotion McDonald uses different
methods of sales promotion
like advertisement, television,
newspapers, magazines,
Burger king uses different
Strategies to markets their
products like print media-
newspapers, magazines. This

Internet and other media
outlets to communicate with
their customer. McDonald also
offers various discount
coupons for certain products.
McDonald's give priority to the
advertisement for promote its
products.
also organises or sponsors
different events to reach to
more customers ( Pike, 2016).
The discount coupons on first
visit which help the customer
base on their second visit. This
also uses digital media and
other techniques to reach the
mass.
People McDonald service to people is
slow as compared to burger
king, as they focus more on the
quality of the service than the
speed with which the dishes
are served ( Purvis, 2015).
Also 97,000 people are
working in McDonald's at UK
and 70% restaurants of this
company are operated by local
businessmen.
The Burger king service is
faster than McDonald as this is
famous to provide the
customer with many choices
and to render quicker service
because people are the main
elements of the Burger king
company because they run all
business from bottom to top
like sales staff to the managing
director.
Process Process define as a set of
activities in order to achieve
company's target. McDonald
undertakes number of activities
to deliver its products to
customers.
Being successful in more than
approx 71 countries, burger
king has successfully
maintained its taste and
culture, customer satisfaction
and new product launches only
because process is an
important part for preparing of
good quality foods.
Physical Evidence The physical evidence impacts
not only on the impressions of
the customers, but also the way
McDonald functions. It
describe the customers
The physical evidence of
Burger King is very good in
comparison to McDonald's
physical evidence. This help
them to attract more customers

experience and physical
environment views.
McDonald interiors are
attractive and the restaurant
maintains clean and hygienic
interiors of its outlets.
and make them able to
improve their performance and
satisfy customer needs
( Rancati, 2016). Burger king
also has its own websites
BK.com and this site provide
all information regarding
company like stock
information, history, press
releases etc.
TASK 3
8) Marketing plan of McDonald's
McDonald's is planning for launching a new product in market, which will help them in
gaining some competitive advantages. They have decided to make a product named “ Mc ICE”, this
product will a flavour-able combination of ice tea and ice cream. This product will help them in
attracting customer of each age group.
Objective of launching new product : The main motive of McDonald's with the launching of this
product is to provide a new product which is, different and healthy ( Scarborough, 2016). This will
help them in attracting customers which eat food fir taste, as well as it can attract people which are
health conscious. This will help them in increasing their revenue and probability, which will help
them in growing and developing their business. They can make SMART objective for their product,
which will help them in grabbing more opportunities in market. SMART stand for, specific,
measurable, achievable, reasonable and time.
Marketing mix for Mc ICE :
It is very important for an organisation to study the marketing mix of their products or
services, so that they can find in which area they have to work more for increasing the sale of their
product or service. This will also help them in launching of new product. Beneath is marketing mix
of Mc ICE :
1. Product : It is an element which organisation is willing to launch in market. For McDonald's
it is Mc ICE.
2. Price : This is a factor which has power to attract the customers towards a specific product
or service. McDonald's can use Bundle pricing strategy for deciding the price of Mc ICE.
3. Place : It is a location where company want to launch their new product ( Smith, 2014).

McDonald's want to launch their product in UK.
4. Promotion : It is used by organisations for making awareness in customers about their
products and services. There are several promotional tools that can be used by companies
for promoting their products. They can use sources like, T.V., newspapers, magazines, etc.
for promoting their products. There are ample number of elements of marketing mic which
McDonald's can use for the promotion of their product.
Tactics : It is a promotional tool, which is used by organisations for promoting their products and
services and make customers aware about them.
Direct Mail : It is also a promotional tool which is used by companies for promoting their products
and services. In this, they use to send mails to individuals, which contain the information about
product and service. In this they also can attach coupons, which will help them a lot in promotion
activities.
Handwritten Notes : It is a very unique way of promoting the products and services. This will help
organisation to make their relation stronger with customers. This will help McDonald's to attract
customers for buying the product Mc ICE. They also can use other promotional sources like, social
media and discount coupons for attracting the customers towards Mc ICE.
SWOT analysis for McDonald's for its new product :
Strengths Weaknesses Opportunities Threats
 It is a
innovative and
new concept.
 This product
targets only
younger
generations.
 Managers can
further bring in
new flavours
which will
promote
growth.
 Threat of
competitors
like Burger
King is always
there.
 It is expected
to be highly
preferred in
UK due to
food loving
people.
 Price of this
product may be
comparatively
high.
 It is made up of
organic raw
materials hence
can be
consumed by
health
conscious
people.
 It can get
replaced
whenever a
better product
will be
launched.
Marketing Evaluation: Market evaluation is a continuous process that aims at evaluating
current market scenario and examining if products launched will be successful or not. As per current
market of UK, product launched is a new innovation and is likely to be preferred by younger
generation in great extents.
Return on Investment: Return on investment refers to monetary funds that are received in

return for products launched. In present scenario, higher returns will be received on Mc Ice.
Customer response: Customers of UK are preferably food lovers hence they are expected
to give positive responses to Mc Ice. Also customer base of McDonald's in UK is expected to rise
after this innovation.
CONCLUSION
From the above report, it has been concluded that, market is place where organisations
practice to share their goods and services at a specific price. Marketing is an essentials part of a
business which is associated with each and every segment of activities performed in an
organisation. Marketing manager plays vital role for applying marketing process and concepts. It is
beneficial for the enterprise to identify future and current trends of market and customers. Along
with this, 7P's of marketing mix and marketing plan of the company are also important in attracting
different number of customers as well as maintaining long run sustainability at large scale.

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