Marketing Essentials: Roles, Mix, and Plan for McDonald's

This report provides an in-depth analysis of McDonald's marketing strategies. It begins with an introduction to the company and its founding, followed by an examination of the key roles and responsibilities of the marketing function, including advertising, customer research, and innovation. The report then explores how marketing relates to wider organizational functions, such as operations, finance, and human resources. A key section compares McDonald's marketing mix (7Ps) with that of Cadbury and Burger King, highlighting differences in product, price, place, promotion, people, process, and physical evidence. The report concludes with a discussion of the company's marketing plan, utilizing SWOT and Porter's Five Forces analysis to evaluate its strategies and competitive position. The report also includes references to support the findings and conclusions.

Marketing Essentials

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1 The key roles and responsibilities of the marketing function..........................................1
P2 Roles and responsibilities of marketing relate to the wider organisational......................4
TASK 2 ...........................................................................................................................................6
P3 Compare ways in which organisations use elements of the marketing mix (7Ps)...........6
TASK 3............................................................................................................................................1
P4 Produce and evaluate a basic marketing plan for an organisation....................................1
CONCLUSION................................................................................................................................5
REFERENCES ...............................................................................................................................6

INTRODUCTION
A Organisation is established to provide products and services to their customers. For
this, first of all they needs to analysis about market and its aspects as well as customer's demands
and wants. This essential is helps to maintain a relationship between customers and firm.
Marketing is a particular area which needs art and creativity of marketer and their skills to
provide full satisfaction to their consumers through their services. This report is based on
McDonald's, which is a American fast food provider organisation. It was founded in 1940 by
Richard and Maurice McDonald in USA. This company is starts as a small hamburger stand but
now McDonald is the world's largest restaurant organisation in world wide. (Berkowitz2016)
The project report includes roles and responsibility of market function, how various factors as
product, prices, place, processes and physical evidence affects on its productivity as well as
investigate some marketing plans through SWOT and Porter's five forces analysis.
TASK 1
P1 The key roles and responsibilities of the marketing function
To get success in market with new product and build trust between
customers for product, a organisation build marketing function which helps
to increase productivity of their firm and provide best services to people. A
marketing function have different roles and responsibility like-
Marketing and advertisement- Marketing is all about study of
exchanging relation. Marketing is basically depends on promotion and
advertising of products because this events are provide knowledge to
customer's about the products and its services. McDonald's uses many
advertising techniques to promote their services and helps them to attract
customer's toward them. They helps the business in providing information
about new products and things in existing items and services and its can be
a great advantage for for consumer's in right manner. On the other side
Advertisement is an activity of action which helps in capturing eyes of
public on something, generally advertisement is paid announcement. it also
can be positive or negative as every one seeing TV during election time that
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may draws negativity for some person or few of people are taking is as
positive. ( Desai 2013)
Competitor and customer research- One and most important role
of this division is to do full research of market and get information about
trends, fashions, customer's demand, products details and culture which is
followed by consumers. This is helps them to consume a product which is
not supplied in market by any one and to provide services in those areas
where customer's needs are higher than others. This is also helps to
identify its strength and weaknesses with their competitors. ( Brassington
and Pettitt 2013)
Finding new customers and marketing opportunity- defining new
customers are always known as the opportunity for firm. When numbers of
consumers are rises market opportunity grows along with it.
Creating Product/ services that represent value- After market
research next step is to produce the product which is organisation want to
consume according to customer's needs and wants. Through this, they can
also improve their quality and services upon ones which is already exist in
market as well as to create better values for customers. McDonald's always
provide something new to their customers which has always different form
existing products.
Support innovation- every organisation needs to have some
innovative product and it is essential for that product to get sound level
support by their employees who are able to execute them in the
marketplace and customer will appreciate it. It is important for an
organisation to be focused on innovation and apply them it their firm.
Delivering customers service standard - All these processes have
done for selling a products and provide services to customer's. A
organisation is established to earn some revenue and profit by provide their
goods and facilities to people. Selling include profit and cost of companies
or dealers as well as its share satisfaction to customers. An organisation can
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not be always satisfied to get profit although they also needs to get best
feedback from their customers. ( Dibb and Simkin 2013)
Communication with customers- Communication skills are very
important for an organisation cause buyer will get better understanding
through rich communication. It is necessary to have sound quality of
communication skill because it helps in interchange informations between
customers and organisation.
Developing competitive advantages- company will attain their
competitive advantage through offering quality product on cost effective
price which can be affordable by all class of customers.
Attract, retain and grow customers base- firm can attract their
customers through offering those product which has innovative attributes
and elements on pocket friendly cost that makes a person satisfy then their
rivals along with it company will retain their buyers by taking care of
current taste and preference or changes of their customers. On the other
side organisation's buyers base can be increase with the helps of offering
free newsletters, providing excellent customers supports and promoting
their business on social network.
Set Pricing, margins and profit level- This elements is decided by
organisation after a brief research of market that on which cost customer's
wants product and what their competitor provides to them. For this, they
needs to provides flexibility in their cost which can easily attract to their
customers towards them because price is the only thing which provides
satisfaction and trust to consumer's for buy their products and also
recognisance them for a long time. McDonald provides different offers in
prices and products to attract people easily.
Provide metrics and tracking ROI- Matrices is all about
parameters of quantitative assessment that used by a company for
measurement and comparison or in order to track performance. Tracking of
ROI in an organisation is based on five levels such as:
 Single attribution
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 Single attribution with revenue cycle projection
 Attributes across multiple programs and people
 Test and control
 Entire market mix modelling
Distribution- This term is uses to provide their ready products and
services for selling to people. This is going through many channels like
transportation, dealers and suppliers. McDonald's provide their products
and services at a particular place where its stores are located but for some
other companies distribution is used to provide services at place to place by
carrying them through transportation and circulate to small retailers for
sell.
P2 Roles and responsibilities of marketing relate to the wider
organisational
When a organisation is established to earn profit by providing their
product and services than its not mean that they are only relate to
marketing or production division but also the entire division is contribute to
get their objectives. In McDonald each business function has a hidden
impact on their customer's satisfaction. For marketing concept all
departments need to work together to satisfy customer needs and demands.
Operational management/ production departments– This
department is contribute more and more for their customers because In it
workers produce goods according to customers needs and wants. Marketing
division needs to work closely and smoothly with this department to ensure
that manufacturing work is done to include quality and specification laid
which is designed for particular customers. This department is work to
produce a particular volume of products which is required scheduled of
delivery and according to customer's demands.
Finance department- This division is always heads the organisation
to decides their budget, income sources, expenses and how much cost they
can spend to produce a product. This department is helps to marketing
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department in recognise their assets valuations, increase sales volumes,
maintain costing of product, distribute employers salary and wages, build
new investor for products and improve market share of organisation. It also
helps to consider Insurances, funds which provides benefits to their workers
as well as maintain their account in proper way. This is the confidential
department of organisation. ( Hsu 2011)
Human resources department- Marketing division needs to work
with this organisation to research and develop new goods, meet to new
targets and build new ambition for organisation. HR division is play their
role as management of firm because they analysis all the functions and
manage them through their techniques and ideas. In it manger is recruit
new candidate who helps them to achieve their objectives, for this they
provides them a specific training according to firm's and customer's
demands. They maintain a balance between marketing department and
customers. (Jones and Rowley 2011)
IT department- Now a days, customers are demand for special
products which includes new technologies. So for this, IT department works
to fulfil their needs and demand about products together with they provide
new techniques in manufacturing and production division to work easier
which helps them to reduce time.
A marketing officer is always co-ordinate with these departments in a
effective and efficient manner to promote their products and provide
specific information to customers. These all department are helps to build a
strong organisation and place their value on top in the market. Somewhere
marketing play a direct role in market with creativity and have to be make
sure that their buyer are always be happy to purchase this goods.
In promotion activities, advertisements show their powerful impact with
direct approaches. It includes different resources like Television, radio,
networking, brochures and hoardings etc. Somewhere companies are hire
candidates who are also do face to face promotions as door to door and
promotional windows in which they are not selling their products but they
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provide information about their products and services. These events helps
them to spread informations about their goods and what they want to
represent in front of customers. These all are impactful resources of
promotions. (Lamb Hair and McDaniel 2011)
TASK 2
P3 Compare ways in which organisations use elements of the
marketing mix (7Ps)
In a economy, all the organisation uses different marketing mix
because they all are very distinguished from each other. But if two
companies are provides same quality of products then they stand with
another ones competition. Marketing mix of various companies are provides
effectiveness to stand in a market with strong competition and also helps
them to attain their goal and objectives in specific manner. There are
comparison of McDonald's and Cadbury with uses of marketing mix-
Marketing Mix McDonald's Burger King
Product This company is sell wide range of
fast food products in worlds wide.
Its fast food products such as
Hamburgers, cheeseburgers, Mac
puffs, French fries, sandwiches,
cold drinks and ice creams etc. They
also provides non-veg products with
a quality. The company is also
announced new products on timely
bases to provide best services to
their customers.
It is also provides Hamburgers, and
cheeseburgers, meals, soft drinks
and deserts but due to some strong
competition this company is not
being as much famous in market and
customers are not know a lot about
the company and its products.
Price This Company is always provides
impressive price with their products.
They have a agenda to serve batter
and get more. According to this they
Prices of this company is quite high
than other fast food organisations.
Due to this reason customers do not
interest to take its products and they
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believe to provide better services
than others to customers. Its prices
are always designed in a frame
which can be easily afforded by
every one.
show their inserted in another firms
which provides them better option
then this. Price is one of the negative
aspect of this.
Place McDonald's have one of the large
chain in world wide. They provide
their services and products in
several countries. This is one of the
well known organisation around the
world. Its services are provides in
more then 100 countries through
outlets. Now a days they also
provides their services through
home deliveries.
Burger king is also provide same
products but its services are not
available at all the places. They also
do not have a large chain of supply.
This firm has not a large number of
customers that's why they are not
working to improve distribution in
each and every country.
Promotion Promotion strategies of this
company is very innovative and
new. They always use new ideas to
attract customers towards them.
They always make a tag line or
something new which never used by
anyone. Something like their logo,
their joker which is symbol of the
company and its meals known by
each and everyone. They always
work on a strategy to attract kids
other then adults. So for this they
distribute toys and kids zone things
to attract them.
Promotion techniques of burger king
is not as much affective as others
have. Sometimes they advertise
more and more about their
organisation but at that time they are
not provide same services as they
promised that's why customers are
not trust on them. ( Mihart 2012)
People People who belongs to different age They do not have a large number of
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groups are definitely visit this
company ones. They have a large
number of customers includes
kids,adults, men and women
everyone enjoy to take their meal
and get fun to visit this place. When
they established their firm in
another place, people are easily
connect with them.
customers. People who going to visit
different palace and explore
different things are only going to
take their services. They only have
some fixed customers.
Process They are working on a process to
provide services to each and every
one as they want as they wish to eat.
They always use different ideas to
improve their delivery services
because they always have large
number of customers in their stores.
They working in a particular dress
code to impress customers.
This company is also use new
techniques to improve their services
and processes and they work
through it but they do not processing
as much affectively as they have to
be. They needs to work hard to get
a perfect progress in their services.
(Lane 2016)
Physical Evidence For the firm, this term is not only
use for impress outsider bur also to
maintain business function effective
and efficient. For it they are work
on their location of firm, staff
members and their improvisations,
Buildings maintenance, Use of
attractive interior, outlets etc. They
always renovate new banners and
tangible things.
They have some quality to provide
services to their customers such as
better sitting arrangements, Clean
place, Clean serving equipments etc.
These all are their physical
evidence. They are also work to
improve to improve their services on
time to time.
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TASK 3
P4 Produce and evaluate a basic marketing plan for an organisation.
The market plans are refers to blue print that draws outlines of business advertising and
helps in marking presence in marketplace for future coming years. It depicts all organisational
activity involves to attaining specific marketing objective in set period of time. (
Papasolomou and Melanthiou 2012)
There are some marketing strategy which makes major impact on organisation such as:
SWOT Analysis: This is a abbreviation form of strength, weakness or opportunity and
threats. It is structured methods of planning that evaluates elements of organisation, project or
venture. This analysis is carried for a company or can be for person. This trick has been framed
by Albert Humphrey. This has marked its importance in order to analysis department or firm.
Here is the SWOT analysis of MCDONALD'S which if the second largest restaurant in the world
Strength Weakness Opportunity Threats
 McDonald's
come up with
their new items
like coffees
and smoothies
or Angus
burger which
helps to extend
the variety of
their offered
menu.
 Company has
been creating
their benefits in
the times of
recession, they
enable to
 As this chains
are in all place
for them it is
hard to find
most
prominent
location which
get the
demands.
Prime places
those are able
to attracts more
people will be
needed to
setting up this
food
chain.When
 They have
opportunity for
establish new
chance on
other places.
 Menu
innovation will
coming in this
segment.
 Low rates
products.
 Attractive
policies.
 Government
are
consideration
for regulation.
 Facing strong
competition on
market. Like
burger king.
 New product
rolled up by
other
companies
before them.
 Increment in
price
commodity can
increase in cost

grows their
roots in same
store sales by
offering range
of sales.The
major power of
this company is
they deals in
range of
currency or
economy. They
have oversees
stores.Their
trading near to
hight,
McDonald's
servers to all
age groups of
people in
according to
their taste
which attracts
large number
of customers.
annual
dividend of
company are
likely to
increases on
continue basis
then growth of
dividends rate
is tend to be
slows
down.Products
which are
offered to
customers will
have major
portion of
cholesterol and
fat which
makes
customer
scared to bring
it.
of product.
And make
affect on
consuming
power.
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