Marketing Essentials: Marketing Roles and Strategies at Mc Donald's

This report analyzes the marketing strategies of McDonald's, a fast-food chain, focusing on its roles and responsibilities within the organization. The report is divided into two projects. Project 1 examines the marketing functions, including strategy formulation, market research, product development, communication, customer service, supply chain management, pricing, and digital marketing. It also explores how these roles relate to the wider organizational context, such as building brand image, planning, monitoring, quality management, expansion, launching innovative products, achieving competitive advantages, and maximizing profitability. Project 2 focuses on the marketing mix, comparing how different companies apply it. The report provides a detailed overview of McDonald's marketing practices and strategies, offering insights into its success and approach to the market.

MARKETING ESSENTIALS

Table of Contents
PROJECT 1......................................................................................................................................1
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
1.1 Discuss main roles and responsibilities of marketing functions in Mc Donald's .................1
1.2 Explain how roles and responsibilities are related with wider organisation context............4
CONCLUSION-..........................................................................................................................6
PROJECT 2......................................................................................................................................6
INTRODUCTION ..........................................................................................................................6
TASK 1............................................................................................................................................7
1.1 Compare the ways in which different companies are applying marketing mix....................7
TASK 2..........................................................................................................................................10
2.1 Produce a marketing plan....................................................................................................10
CONCLUSION..............................................................................................................................13
REFERENCES..............................................................................................................................14

PROJECT 1
(Covered in PPT)
INTRODUCTION
Marketing is an concept of managing and designing complete process related with sale of
goods and services. It is focussed towards achieving higher degree of consumer satisfaction
through several marketing efforts. This report is about Mc Donald which is an fast food
restaurant chain of America. It has its headquarter in Chicago and there are around 69 million
consumers across the world. Marketing essentials are important aspects that are required to make
product line innovative and effective in order to attract large segment of consumers. There are
several roles and responsibilities merchandising functions that assists in designing effective
strategies and plans for promotion of an product.
TASK 1
1.1 Discuss main roles and responsibilities of marketing functions in Mc Donald's
Marketing department plays an important role in achieving objectives of company in
effective way. It is focussed towards ensuring consumer satisfaction along with sales
maximisation. This is an essential concept that helps in analysing various opportunities available
in market place so that goals and objectives of this organisation can be attained in proper way.
These roles and responsibilities of marketing function plays an significant role in developing
efficient strategies to promote products of Mc Donald's. Marketing is an combination of various
important elements required to conduct effective promotional activities. There are several roles
and responsibilities of marketing functions that are required to make effective strategies. Along
with that, there is certain relationship of these activities with wider organisational context. It
makes promotional process more innovative and creative in order to grab more attention of target
audience. Along with that, it also works towards maintaining quality of goods. These functions
are required to enhance the productivity and profitability of this firm. Some of the important
roles and responsibilities are as follows-
1

Strategy formulation- It is most important role of marketing functions because complete
process is based on these policies. Manger of this functional unit is entitled to develop
appropriate strategies for organizing various activities of promotion. These plans are concerned
with various elements of marketing environment in order to attain best possible outcomes from
these efforts. Complete process of merchandising depends on these schemes so it is required to
design all the tasks and activities in effective manner. Along with that, it is very useful in
determining the cost of such activities, so that accurate budget could be formed.
Market research- Another important activity of this department is to conduct proper
market research in order to collect important data and information for the purpose of effective
decision making. It is very helpful in understanding current conditions and demands of market
place. This is the role of concerned functional unit to identify main factors and elements to be
considered in strategies and policies of marketing. Such study is very useful in developing
product as per tastes and preferences of buyers, so that higher degree of satisfaction could be
attained from them. It is required to achieve goals of this company in timely manner.
Product development- As per this role of marketing functions , it is very important to
develop the products on accurate time in order to manage quality of products. This is useful in
attracting million of new consumers and increasing loyalty amongst existing buyers. Tastes and
2
Illustration 1: Mc Donald's
Source 1: Gaurang Jain , 2017

preferences of users is very dynamic when it comes to fact food. This process of product
development plays an significant role in delivering goods as per recent demands of customers. It
facilitates in building effective brand name of this organisation and enhancing its profits in long
run.
Communication- This process is concerned with interacting with consumers in order to
provide information regarding products that are offered by this enterprise. It is done through
several promotional activities such as, advertising, publicity, marketing campaigns etc. This
function of merchandising plays in indispensable role in targeting the prospective buyers through
effective strategies to attract large segment of consumers.
Customer services- This function of marketing concept is concerned with providing
sales support to buyer. It is required to solve grievances and problems of buyers even after
completion of sales process. This is very useful in satisfying demands of buyers by providing
them services after delivering goods to them. It consists effective presentation by sales team in
order to attract and encourage maximized sales for this organisation.
Managing supply chain- It is related with activities and parties involved in the process
of delivery of products. To satisfy consumers in effective manner, it is required to provide them
goods on adequate time. It is important role played by marketing department, that helps in
managing various steps involved in delivery in order to minimize wasteful activities. This is
useful in adopting best channel of supply, so that needs of buyers could be satisfied in accurate
time period.
Pricing- Another role of marketing function is to make proper policies for pricing of
products. Price is fixed after determining several important elements such as market demand,
competitors rates for same products, cost of production etc. It is responsibility of marketing
department to make proper strategies for pricing, so that it will be in favour of both company and
buyers.
Digital marketing- In current business environment, there is huge scope for promoting
products through online platforms. Marketing department of this company is effectively indulged
in doing advertisements through digital modes. So, it is another main role played by this
functional unit, that assists in attracting million of consumers in effective manner. This ensures
proper attainment of companies goals related with sales.
3

1.2 Explain how roles and responsibilities are related with wider organisation context
Marketing is most important activity for every organisation, as it helps in achieving goals
and objectives related with sales in effective manner. There are various important functions of
this concept that plays an significant role in ensuring success of Mc Donald's. These activities
consists several duties that are related with manufacturing and selling of goods and services.
Along with that, it also ensures effective promotion, pricing, supply of goods offered by this
enterprise. Main motive of this concept is to ensure profitability of firm along with satisfaction of
consumers. Therefore, relation of these roles and responsibilities of marketing function in wider
organisational context is as follows-
Building brand image- Personnels of marketing unit plays an significant role in
building effective brand image if this company. There are various promotional activities that are
focussed towards grabbing more attraction of consumers from local and global market place.
These advertisements includes effective content related with firm and its products. It helps in
receiving attention of million of buyers and also creates positive image of brand in their mind.
Therefore, it assists in building goodwill for longer time period.
Planning- Marketing team is entitled to make appropriate plans for managing all the
activities related with sales of products. Department of Mc Donald's considers various
important factors before making plans. Along with that, they also forecasts the risks that could
take place in future. These personnels emphasises on making planning process more impressive
by adopting various techniques to estimate the cost of upcoming events. Such plans are very
helpful for other units such as manufacturing department as it helps them in determining how
product is to be manufactured as per demands of buyers.
Monitoring - Another major role played by marketing department is concerned with
evaluating complete process of promotion. This helps the firm in analysing the effectiveness of
advertisement program. This company can know whether the strategies of promotion are
effective in targeting customers or not. Through this evaluation process, several barriers and
hurdles could be identified which enables the company in taking corrective actions to eliminate
such obstacles. Therefore, promotion and advertisements can be made more effective and
efficient in order to attract prospective buyers. This could be done through methods like personal
review, observation, testing etc.
4

Quality management- Main motive of this department of McDonald's is to achieve
higher degree of consumer satisfaction through their fast food products. Marketing team of this
company is focussed towards providing better quality of eatable items in order to satisfy
consumers properly. They are indulged in monitoring and controlling quality standards of
products by using best material, vegetables, sauces, bread etc. This ultimately helps the overall
firm in managing its quality standards in appropriate way.
Expansion- Growth and expansion are main goals of this firm. Mc Donald's is an
American brand but, it wants to develop its business in all over the world. Marketing department
plays an important role in identifying effective opportunities that could assist in growth
scenario. Along with that, it also helps in brand recognition of this organisation through which
consumers are highly aware about its product line. Therefore, it becomes easier to establish
restaurant in new country. Because of this Mc Donald's have approx 36,900 outlets in around
100 countries. So, it is very useful in capturing markets of both domestic and international areas.
This contributes a lot in expansion process of business.
Launching innovative products- Team of marketing is focussed towards bringing new
and creative ideas in business in order to meet latest market trends. These ideas are generated by
skilled and expert personnels after analysing various factors of marketing environment.
Department of Mc Donald's are actively focussing on introducing better and trending food items
fir consumers. They are producing their goods as per the tastes and preferences of prospective
buyers. As it is an big organisation and its outlets are situated in various countries so it is quite
challenging to satisfy needs of different societies. But, due to effective marketing strategies this
firm is able to attract customers of different geographical areas by delivering them goods as pwer
their choices.
Competitive advantages- It is very important for an business concern to achieve
competitive advantages in today's global competition. There are so many emerging companies
such as burger king, pizza hut etc. that provides substitution option to buyers. So, it is required to
design pricing, distribution and advertisement process in effective manner in order to retain
buyers. Roles and responsibilities of marketing function plays an magnificent role in managing
all these activities in order to attain competitive advantages for company. It is very useful in
ensuring long term profit and survival of business.
5

Profitability- Most of the efforts of marketing department of this company is concerned
with increasing sales of its products. It is helpful in attracting large consumer base across the
world. Therefore, it is useful in wider organisational context in order maximize profitability of
enterprise. More revenues leads to growth of business in efficient way.
Product life cycle- Another main role of this functional unit is to manage product life
cycle. There are several stages in this process that starts from introduction and ends with decline.
This cycle is very important in designing strategies and plans related with it. Marketing assists
this organisation in understanding the time in which new products are to be introduced. It is done
for the purpose of differentiation in goods in order to make them unique from competitor's
products.
CONCLUSION-
From the above given task, it can be concluded that marketing is an vital part of business
activities of Mc Donald's. Marketing department of this firm plays an major role in its success.
These duties and responsibilities are related with wider organisational context as it ensures
fulfilment of goals and objectives in effective manner. It also assists in expansion of business in
different market places.
PROJECT 2
INTRODUCTION
Marketing mix refers to the combination of several elements related with product that are
required to considered while making strategies. There are four important factors of marketing
that are required to be considered while making decisions. These are product, price, place and
promotion (The Marketing Mix and the 4Ps of Marketing, 2017). It is essential to determine
macro and micro environment to understand recent trends of market place. This concept is very
helpful in attaining main motives of company that is profit and survival in long run. This study
will include comparison of different organisations in order to understand importance of
marketing mix in achieving business objectives. This is required to achieve competitive
advantages in global scenario.
6

TASK 1
1.1 Compare the ways in which different companies are applying marketing mix
These are required for designing effective activities for promotion of products of Mc
Donald's. Its components includes product, price, place and promotion. These factors are useful
in taking decision related with various complex issues. Explanation of these elements is given
below-
Product- Mc Donald's is an famous company in fast food zone. They are known for their
best quality food items. Product is related with the physical commodity that a company is
delivering to its buyers (Katengeza, Okello and Jambo, 2011). It is required to manufacture
goods as per tastes and preferences of target audience . Consumer behaviour is very dynamic so
it is essential to determine their perspective before introducing any product in market place.
Apart from this, there is need for continuous innovation in product line by launching new and
fresh snacks and varieties in fast foodstuffs.
Price- It is another important component of marketing mix. This is concerned with the
value at which goods are to be sold. It is essential to determine price in such a way that it will be
able to attract consumers and ensure adequate profitability of this company. Marketing
department is entitled to evaluate various methods of pricing in order to select best alternative.
Pricing should be concerned with economic conditions, so that, buyers can easily buy its
products to satisfy their needs.
Place- It is concerned with the areas where, this organisation is selling its products. Mc
Donald's is an leading company in fast food products. There are so many franchisees of this firm
that are operating across the globe. This organisation is having its outlets in approx 100 countries
all over the world. It is required for their marketing units to ensure proper supply chain to ensure
effective delivery of products.
Promotion- This is most important part of marketing mix as it is related with promotion
of products of this entity. It is an process in which organisation interacts with buyers in order to
make them aware about products of this firm. Advertisements are done through various modes
such as TV, print media, digital media etc. It is required that, marketing department should
consider best suitable mode for promotion, so that, they could reach maximum number of buyers
(Lamb, Hair and McDaniel, 2011). Apart from this, it is also important that marketing team
should develop effective content to attract most of the segments of audience.
7

Along with that, there are 3 extended ps of marketing. These are given below-
Process- As per this element of marketing mix, this company should build effective
process for the purpose of distribution of its products. It is required to have adequate strategies
and techniques through which goods could be delivered on right time (Malhotra, Birks and
Wills, 2013). This is essential for meeting needs and wants of buyers in timely manner. It also
reduces various wasteful activities that creates hurdles in distribution system.
Physical evidence- It is related with experience of customers after using products and
services. This is helpful in describing opinions and perspectives of buyers regarding goods
offered by this firm. Apart from this, physical evidence also consists various components
associated with product such as outlet, restaurants, invoices etc.
People- This element includes people involved in marketing activities. Human resource
are responsible for carrying out all the activities of this process (Mihart, 2012). It is required to
motivate employees in order to attain better performance from them. This is also important in
achieving goals and objectives in given time period.
Comparison between various organisation is as follows-
Basis Mc Donald's Burger king
Product It is delivering fast food items
like burgers, soft drinks etc.
Their products are known for
their best quality.
This company is also indulged
in offering same type of food
items but they are somewhere
lacking behind in maintaining
quality standards in effective
manner.
Price There pricing policies are very
effective. They have set prices
for their products in such a
manner, that these are in favour
of both company and buyers.
Apart from this, its products re
easily affordable by all income
In case of burger king, pricing
strategies are not very
impressive as they delivers food
items at comparatively higher
prices. Due to this, consumers
are moving towards other
alternatives.
8

groups.
Place Its supply chain is very strong
as it has large number of
outlets in more than 100
nations. Along with that, they
are also indulged in home
delivery of fast food items.
This organisation is having
comparatively less restaurants
and stores due to which, its
products are not easily
available.
Promotion Mc Donald's is able to make
effective strategy for
promoting its products in
productive manner. They are
adopting important tools like
TV, radio, newspaper and
digital modes for the purpose
of advertising.
Marketing department of this
firm is not very efficient in
designing its promotional
strategies due to which is there
is less awareness about its brand
name.
Physical evidence In this case, these evidences
includes banners, outlets,
restaurants, invoices, and other
tangible components related
with this organisation.
This company is not having
proper management of its
physical evidences that are
associated with products of this
organisation.
Process Process refers to set of
activities required to deliver
goods and services of company
to its customers in effective
manner. This firm is effectively
managing its supply chain by
delivering products on right
time. Along with that, they are
actively dealing with hurdles
There delivery system is not
very effective due to lack of
proper strategies regarding
supply of goods. Due to this,
there is delay in delivery of
products and services.
9

that are effecting this process.
People It includes human resource
who are involved in marketing
activities. Its manpower is
highly effective in performing
there job roles.
There is need for providing
training and development
sessions to make them more
effective and efficient.
TASK 2
2.1 Produce a marketing plan
In this competitive world, it's quite hard to compete with other firms. In such situation the
McDonald is producing a marketing plan which make them to perform in better manner (Nguyen
and Simkin, 2012). Not only this firm many other firms are there which make a effective
marketing plan so that company can earn higher profits for longer period. Generally marketing
plan help entity in order to attain their goal and objective in effective way by reducing all the
hurdles which create problem in making strategies for company. The marketing plan of
McDonald is as follows:
Executive summary: Marketing plan is the profitable tool for firm as such help entity to
work in right direction and can compete the competition in market. Making of different strategies
provide strength to McDonald to work in effective way. Marketing plan is normally a blueprint
which contain firms advertising part and marketing efforts which is taken for the future purpose.
In marketing plan everything is being included and efforts has to be made to make customers
satisfied with product and service of company. McDonald is the leading food chain store in many
countries and in UK as well so it is required that company should make a appropriate plan.
Making of plan also help in gathering and utilising maximum of resources so that company can
achieve its goal and objective in proper manner.
Company overview: McDonald is the leading company which is largest chain store of
fast food which includes like (hamburgers, chicken, French fries and soft drinks and many
more.)and serving million of people with their product and service in great manner. It was
founded in the year around 1940, in Illinois U.S. The firm is in approximately 37,000 locations
10

and a huge number of employees are also working with this around 3,75,000. The McDonald is
having a huge net income that is around US$4.686 billion.
Situational analysis: The company has to know lines as product and service and try to
estimate existing opportunity at marketplace as to cited can be able to attain market as soon as
possible (Ogunmokun and Tang, 2012). Although this also help in knowing the geographical
area which help in selling products in the target market with analysing the internally and
externally. It is very important as this also helps in analysing the threat as well which create
hurdle for firm in selling their products in international market. Internal analysis: This is internal factors which is being having a greater impact on the
planning system of organisation as such factors are (customers, employees , operational
factor and financial structure etc.) although it is required by every member of company to
know about their role in task and activities which has to be controlled by themselves only
(Papasolomou and Melanthiou, 2012). Therefore internal analysis is all about knowing
those factors which are playing their role internally and helping firm to attain their goal
and objective in effective way. External analysis: In this all those factor which is affecting from outside firm must be
considered while making of planning process. Various external factor are economy,
cultural, technological and legal etc. As such with all these factors are having their own
roles and responsibilities towards there company. Although across the boundaries of
nation it is quite tough for McDonald to judge the behaviour of the customers are having
fr their product and services. Therefore the culture which is affecting whole market and
the society as well. Generally every consumer is having their own belief and norms which
has to be considered by the firm when they make proper strategies. SWOT analysis: As with this the company can come to know about their strength and
weaknesses in proper manner and threats an opportunities as well in the market place.
Although when company becomes aware of reducing weaknesses then they can work
effectively and helps in removing the hurdles as well. In market competition is there
which is somewhere a biggest threat of product.
Objectives: The main motive of the McDonald is to increase their sales in effective
manner by satisfying the customer across boundaries. Although firms look to minimise losses
11

and maximize profit by increasing sales. The objectives can be in form of (Goodwill, innovative
product, expansion and to build healthy environment)
Strategies: The company does make the effective strategies as to compete in the market.
Strategies has to be followed by every individual and member so that whole organisation as one
can work in right direction (Wirtz, 2012). Organisation can achieve their goal and objective by
satisfying customer in effective manner by meeting with their demand and needs. Strategies
should be in proper manner and which can help in eliminating the hurdles and defects such help
in maximising the profit.
Budget: For the proper planning it is required to have a budget which help the company
to divide finance with other department as this is very important aspect for the company to make.
Organisation has to spend their amount according to this as follows:
Marketing budget
Particulars
1st
year 2nd year
3rd
year 4th year 5th year
Initial money 18000 3500 5000 4100 5100
Investment 15500 16000 15400 12400
Total 18000 19000 21000 20500 17500
Marketing
expenditures
Advertisement 6000 9000 7000 8000 9000
sales promotion 2100 1800 4000 1500 1000
12

Direct
marketing 1000 2000 2800 2100 1100
digital
marketing 2000 1200 2400 3000 3000
Social media 2000 9000 1500 800 1800
printing 700 400 500 600 700
Events 1500 2000 9000 1800 1800
Total 15300 25400 27200 17800 18400
Control: Thus company has to make a proper policy and procedure which will help them
in completing the plan in effective manner (Pike, 2015). When the control is made on employees
of organisation this come out into right direction working and increase in performance can also
be seen with this by using various tools and techniques. Therefore collecting feedback from
customers help in improving product and service in correct way which help company to earn
higher profits.
CONCLUSION
It can be concluded from above mentioned report, that marketing mix is very important
part in this concept. It is mixture of various essential factors that are required to be considered in
decision making process. These elements plays an major role in making marketing strategies and
policies in effective way. It ensures proper attainment of goals and objectives of company by
maximizing its sales.
13

REFERENCES
Books and journals
Wirtz, J., 2012. Essentials of services marketing. FT Press.
Pike, S., 2015. Destination Marketing: Essentials. Routledge.
Papasolomou, I. and Melanthiou, Y., 2012. Social media: Marketing public relations’ new best
friend. Journal of Promotion Management. 18(3). pp.319-328.
Ogunmokun, G.O. and Tang, E.C.H., 2012. The effect of strategic marketing planning behaviour
on the performance of small-to medium-sized firms. International Journal of
Management. 29(1). p.159.
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.
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.
Malhotra, N.K., Birks, D.F. and Wills, P., 2013. Essentials of marketing research. Pearson.
Lamb, C.W., Hair, J.F. and McDaniel, C., 2011. Essentials of marketing. Cengage Learning.
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.
Jones, R. and Rowley, J., 2011. Entrepreneurial marketing in small businesses: A conceptual
exploration. International Small Business Journal. 29(1). pp.25-36.
Gertner, D., 2011. Unfolding and configuring two decades of research and publications on place
marketing and place branding. Place Branding and Public Diplomacy. 7(2). pp.91-106.
Fazlollahtabar, H., Aghasi, E. and Forte, P., 2012. Bi-objective two-stage decision-making
process for service marketing. International Journal of Strategic Decision Sciences
(IJSDS). 3(3). pp.24-39.
Dibb, S. and Simkin, L., 2013. Marketing essentials. Cengage Learning.
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.
Cohen, S.H and et. al., 2010. Clinical practice guidelines for Clostridium difficile infection in
adults: 2010 update by the society for healthcare epidemiology of America (SHEA) and
the infectious diseases society of America (IDSA). Infection Control & Hospital
Epidemiology. 31(05). pp.431-455.
Clow, K. E and James, K. E., 2013. Essentials of marketing research: Putting research into
practice. Sage.
Chamorro-Mera, A., Miranda, F. J. and Rubio, S., 2014. Facebook as a marketing tool: An
analysis of the 100 top-ranked global brands. International Journal of Virtual
Communities and Social Networking (IJVCSN). 6(4). pp.14-28.
Caporaso, J.G and et. al., 2010. QIIME allows analysis of high-throughput community
sequencing data. Nature methods. 7(5). pp.335-336.
Brassington, F. and Pettitt, S., 2013. Essential of marketing.
Braslow, K., 2015. Some Essentials to Consider When Opening a Private Psychiatric Practice.
Current Psychiatry. 14(5). p.54.
14

Online
The Marketing Mix and the 4Ps of Marketing.2017. [Online]. Available through
:<https://www.mindtools.com/pages/article/newSTR_94.htm>.
15

16