Marketing Essentials: McDonald's Marketing Function and Strategy

This report provides an in-depth analysis of McDonald's marketing essentials, exploring the roles and responsibilities of marketing within the organization. It begins with an introduction to the importance of marketing and its role in driving sales and customer satisfaction, followed by an examination of the responsibilities and functions of marketing, including information framework management, pricing, product management, distribution, and promotion. The report then delves into the roles and duties of marketing within the broader organizational context, highlighting its interlinkages with production, R&D, consumer service, management, finance, human resources, and information technology. The report also explores the significance of marketing in the context of the marketing environment, key marketing concepts, and the interrelation between the marketing function and other operational units. Finally, the report concludes by emphasizing the crucial role of marketing in building relationships, designing activities, and structuring institutions to meet customer needs and achieve organizational goals. The report uses McDonald's as a case study to illustrate these marketing principles.

Marketing Essentials

Table of Contents
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3
1.1 Responsibilities and roles of functions of marketing............................................................3
1.2 Roles and duties of marketing in wider context of organisation ..........................................5
1.3 Roles and Responsibilities in context of marketing environment.........................................7
1.4 Significance between marketing function and other operational units.................................7
1.5 Key elements of marketing function and interrelation with other units................................7
CONCLUSION................................................................................................................................8
REFERENCES................................................................................................................................9

INTRODUCTION
Marketing procedure is very crucial for an organisation as facilitates a company in
developing their sales of services helping in the services and products in the organisation (Raj,
Walters and Rashid, 2012). The major purpose of designing a marketing strategy is to provide
satisfaction to clients through undertaking various procedures such as promotion, market
research, market analysis etc. that helps in smooth functioning and conduction of strategies of
marketing. With the utilisation of marketing mix, product can be placed in appropriate and
significant way. McDonald is one of the largest fast food chain which has expanded in global
market. This report will discuss marketing role and its interlink with other unit functions.
TASK 1
1.1 Responsibilities and roles of functions of marketing
Marketing is generally the administration and management which help in relationship
exchange. This refer to the building procedures, designing activities, institutions structuring
through using the delivering and communicating with offer exchange activities. This transformed
in specific partner, consumer, society, clients etc. So this can accomplish their needs and
demands through balancing marketplace structure. On the other hand, innovation is the business
premier elements for administration of the business practice.
Marketing Concept: As per the each business organisation concept, company has to
pursuit the preferences or needs of several consumer for manufacturing the services and products
according to the client's needs and choices. McDonald focus over the marketing concept that aid
them in meeting and boosting the level of profitability. They are given their services and
products to several consumer in huge geographical sector. McDonald can manage better relation
with their clients with the assistance of marketing concept. Organisation an conveniently analyse
the preferences and client's choice with the help of consumer philosophy evaluation. Vision and
mission of enterprise can be recognised with marketing concept. There are major five marketing
concepts which are discussed as below:
 Production concept: There are several different type of service and products which are
manufactured on each and every consumer needs of services from higher to lower cost.
McDonald is working on seeking the needs of product production and make the required
activities according to it (Pike, 2015).
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 Product Concept: This consist of the sort of product which is able to render the clients
proper satisfaction. This is McDonald's responsibility to produce the products according
to choice of people located in different location such as geographical elements,
psychological elements etc.
 Selling Concept: The concept holds the opinions of clients only make purchase of those
products which use the promotion efforts and large scale selling efforts (Puddle, 2015).
McDonald use effective tools of promotion and marketing in order to manage their sells
of products.
 Marketing Concept: This aid in meeting the objectives of organisation depending on the
wants and needs of targetted market along with delivering proper satisfaction to clients
than its competitors.
 Societal Concept of Marketing: This refer to the question weather the concept of pure
marketing overview the possible issues between both client's long term benefits or short
term wants.
Marketing Function
The huge role of marketing manager is to perform the various functions and activities of
business which can help in functioning the business operations in more significant manner. Here
are mentioned some the functions of McDonald's marketing and their roles and responsibilities
elaborated under:
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Illustration 1: Marketing concepts, 2017

 Information Framework Management: This is the framework which is optimised to
meet the entire information linked with the desires and wants of clients which can aid
McDonald in meeting the better decisions of enterprise while implementing the
procedure of promotion (Katengeza, Okello and Jambo, 2011). It is the duty of company
as being the largest fast food chain to make the effective decision and properly managing
the information flow for proper organisational functioning. Pricing: In order to determine the product and service cost , company utilise various
marketing and promotional strategies which can help the authorities in [proper regulation
of rules linked with determination of cost of products. McDonald's face the same policies
and use minimum range of services for gaining and meeting maximum market group
according different segments of market. Service and product management: This focus over the organisation's packaging
strategies and other elements which can help in meeting and attracting the clients more
and more. McDonald use the different specific strategy of packaging along with eco-
friendly system which is the cause behind more consumer attraction for organisation. Distribution: This is one of the most essential elements when it comes to channel of
distribution which an organisation use for rendering the services and product to clients
(Mihart, 2012). McDonald use their own resources along with deployed its division in
whole global market which has made the strong chain of distribution of organisation.
 Selling and Promotion: Selling and promotion is most important function of business
marketing which are interlinked with each other. Through using proper promotional
techniques and marketing techniques organisation make the changes in effective manner.
On the other hand, through using these, one meet the target consumer, satisfy their basic
needs which help them in meeting desired outcome in effective way.
Thus, McDonald is working in various ways with different styles of working which can
aid them in meeting the desired outcome. There are numerous other role which this function
plays in McDonald such as introducing new service and product, understanding company's
objectives, sustaining performance and market position in the marketplace etc. '
1.2 Roles and duties of marketing in wider context of organisation
Each sort of organisation has various different division which function the whole
company in effective way that help in conduction of whole enterprise. McDonald's is one of the
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largest chain in whole world expanded in the whole world which purpose is to increase the firm's
products and service. These also division of McDonald's are interlink with each other which can
aid them in meeting the desired outcome. Here are mentioned some elements which is discussed
as below: Production: This is one of the crucial role of organisation which help in producing the
manufacture of major asset of enterprise. Department of production can utilise these
goods and service information which only can be analysed through marketing research
and analysis procedure (Kennedy and Parsons, 2014). McDonald's conduct marketing
research on the taste and preferences of clients according which they keep changing their
production process. R & D: Achievement of division of marketing is related to the development and research
department of McDonald's which help in analysing the vary or change in the preferences,
strategies and plan accordingly. The recent marketing approach can be used in the
departments which can help in rendering better and quality of services and products. This
help in accumulation of data and information about the market taste along with the
checking of quality that can help in meeting McDonald's desired outcome. Consumer Service: It is one of essential division of an organisation like McDonald's
which help them in meeting the organisation expansion (Nguyen and Simkin, 2012).
Consumer are the main elements which can aid one in meeting the desired outcome in
most significant manner. This is very essential to maintain the wants and needs in which
process of marketing is utilised in vast way. Management and Finance: Management helps in documentation of work along with the
finance division which can aid McDonald in accomplishing the outcome in significant
manner. Use of funds in proper and significant way, McDonald's use the division of
finance of budget along with management, in which marketing department play a major
role through using the techniques of marketing, McDonald meet the final outcome using
the financial resources efficiently. Human resource: Worker are considered as the main strength of enterprise for which
McDonald organise various activities and practices for hiring and retaining the skilled
worker in the organisation. Applicants come up with distinct advice and suggestion
which the organisation support through rendering the activities of employee engagement.
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Through using various marketing tools, McDonald can hire talented and skilled worker
which can aid them in meeting their determined vision and goals. Thus, through
marketing division, McDonald can hire, organise and coordinate their worker along with
managing goodwill of enterprise and market positioning.
 Information Technology: This has become essential element of an organisation like
McDonald which can aid in meeting the desired group, make the process more quicker,
digitalised in which one can make the change in effectively (Rother, 2010). This
procedure is assisting for enterprise in meeting the desired outcome in which the process
of marketing play huge role through satisfying the wants of clients.
Thus, through the help of marketing and its various strategies and function, one can meet
their desired outcome in effective and efficient manner. In order to manage the work in proper
manner, company opt the marketing tools which help not only one but whole divisions of
organisation and render the development opportunities.
1.3 Roles and Responsibilities in context of marketing environment
Marketing is one of the major elements of an organisation which play a huge role in the
organisational function within a company like McDonald. This often consist of marketing
concept which aid them in meeting the level of profitability for increasing and this help in
analysing the change easily in preferences and choice of the clients. The concept of marketing is
very huge which consist of product, selling, production along with marketing concept (Lane,
2016). Marketing tool designed the consumer requirements fulfilment along such as research and
information system along with function of marketing that help in determining the product cost
that is most faced work while raising marketing benefits and lowering cost for McDonald's. Then
the product promoting is made for aware people about the service which can help in comparing
he product with other competitive product like Burger King with McDonald food.
1.4 Significance between marketing function and other operational units
This is announced that the act of marketing is the interaction medium which connect the
organisation from the external environment along with helping in update the consumer about
new incurring of firm as well. Different division of organisation has the interrelation with
marketing and promotion. The function of marketing equally contribute the other function
working in McDonald and other large organisation. The financial information to existing or new
products can help in trading the business and planning the activities. Where on the other hand,
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the procedure of commercialisation support in making the decision linked with investment and
other judgements. Research and division of development where render the idea of consumer and
their interest along with condition of marketing where sales departments get facilitated with
more sales of services with effective use of marketing techniques. Thus, whole marketing
functions help in meeting the desired outcome in more efficient manner.
1.5 Key elements of marketing function and interrelation with other units
According to Puddle (2015), the marketing definition, the term has the wider function
and role in organisation which can help in developing and expanding the business operation of
organisation. Through identifying the clients strength, company can serve its services and
products to their consumer in more significant manner. Though this has been claimed by the
market analyst or experts that the process of marketing is not only helping the organisation but
its different function in meeting their determined goals. There are numerous amount of medium
through which the advertisement or promotional activities along with evaluation of client
complaints that supported McDonald more satisfied clients and target achievement methods
(Marketing essentials, 2016).
CONCLUSION
This project report state that marketing is generally refer to the building procedures,
designing activities, institutions structuring through using the delivering and communicating
with offer exchange activities. There are marketing concept sorts which a firm optimise
according to their requirements and demand. The huge role of marketing manager is to perform
the various functions and activities of business which can help in functioning the business
operations in more significant manner. Different division of enterprise are interlinked with the
marketing functions which aid in proper functioning of organisation in efficient manner.
Marketing and its various strategies and function, one can meet their desired outcome in
effective way.
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REFERENCES
Books and Journals
Raj, R., Walters, P and Rashid, T., 2012. Events management: an integrated and practical
approach.
Pike, S., 2015. Destination Marketing: Essentials. Routledge.
Puddle, T., 2015. Marketing essentials for veterinary practices. In Practice.37(5). pp.259-261.
Mihart, C., 2012. Impact of integrated marketing communication on consumer behaviour: effects
on consumer decision–making process. International Journal of Marketing Studies.4(2).
p.121.
Nguyen, B and Simkin, L., 2012. Fairness quality: The role of fairness in a social and ethically
oriented marketing landscape. The Marketing Review.12(4). pp.333-344.
Lane, P., 2016. Human resources marketing and recruiting: essentials of employer branding.
Handbook of Human Resources Management, pp.23-52.
Puddle, T., 2015. Marketing essentials for veterinary practices. In Practice. 37(5). pp.259-261.
Rother, M., 2010. Toyota kata. MacGraw Hill.
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.
Katengeza, S. P., Okello, J. J. and Jambo, N., 2011. Use of mobile phone technology in
agricultural marketing: The case of smallholder farmers in Malawi. International Journal
of ICT Research and Development in Africa (IJICTRDA). 2(2). pp.14-25.
Online
Marketing essentials. 2016. [Online]. Available through:
<http://www.accountingformanagement.org/variable-fixed-and-mixed-costs/>.
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