McDonald's Marketing Essentials: Roles, Mix, and a Comprehensive Plan

This report provides a comprehensive analysis of McDonald's marketing essentials, focusing on the key roles and responsibilities of the marketing function within the organization. It explores how these roles relate to the broader organizational context and examines the interrelationships between marketing and other functional units. Furthermore, the report details how McDonald's applies the marketing mix to achieve its business objectives, evaluating the tactics used to demonstrate success. A detailed and coherent marketing plan for McDonald's is also developed, emphasizing strategies to enhance customer value and ensure sustainable growth in a competitive market. The analysis incorporates market research, competitor analysis, and an understanding of customer demands to provide actionable insights for McDonald's marketing strategies.

MARKETING ESSENTIALS

CONTENTS
INTRODUCTION................................................................................................................................2
TASK 01............................................................................................................................................3
P1 KEY ROLES AND RESPONSIBILITIES OF THE MARKETING FUNCTION IN THE MCDONALD’S. .3
M1 ANALYSIS OF ROLES AND RESPONSIBILITIES OF THE MARKETING FUNCTION OF
MCDONALD’S...............................................................................................................................7
P2 ROLES AND RESPONSIBILITIES OF MARKETING RELATE TO THE WIDER ORGANIZATIONAL
CONTEXT......................................................................................................................................8
M2 INTERRELATIONSHIPS BETWEEN MARKETING AND OTHER FUNCTIONAL...........................9
UNITS FOR MCDONALDS.............................................................................................................9
TASK 02..........................................................................................................................................10
P3 WAYS IN WHICH MCDONALD’S APPLIES MARKETING MIX TO THE MARKETING PLANNING
PROCESS TO ACHIEVE BUSINESS OBJECTIVES...........................................................................10
M3 TACTICS APPLIED BY MCDONALD’S TO DEMONSTRATE HOW BUSINESS OBJECTIVES CAN
BE ACHIEVED..............................................................................................................................14
TASK 03..........................................................................................................................................16
P4 & M4 MARKETING PLAN FOR MCDONALD’S........................................................................16
CONCLUSION.................................................................................................................................21
REFERENCES...................................................................................................................................22
1

INTRODUCTION
For every business that focuses on providing best services and products to their customers and
at the same time maintain sustainable growth, requires to focus on its marketing function.
Since it can be considered as a single efficient function in the business on which work of every
department is dependent. Even if the entire department performs productively, it will be of no
use if the marketing function fails to perform their task. It has more responsibility than
advertising and promoting the product. For the given assignment, McDonald's is taken into
consideration; and the key roles and responsibilities of McDonald's is explained and analysed in
the given assignment. Additionally, the interrelationship of the marketing department with
other business function of McDonald's is explained and analysed (Baker, 2016).
Later the marketing mix and tactics applied by the McDonald has been compared and evaluated
to get a better understanding of how business objectives can be achieved. Lastly, based on the
analysis, a detailed coherent based marketing plan for McDonald’s is prepared that focus on
increasing the customer’s value.
2

TASK 01
P1 KEY ROLES AND RESPONSIBILITIES OF THE MARKETING FUNCTION IN THE
MCDONALD’S
Marketing function in a multinational organization like McDonald’s have several roles other
than promoting the products offered by them. Tasks performed by the marketing function of
the McDonald’s determine the upcoming organizational strategies and product. Based on the
report provided by the marketing department, all other departments make the future
strategies (Kerzner, and Kerzner, 2017). Roles of the marketing function in McDonald’s listed
below:
MARKET RESEARCH
The primary task of the marketing function of McDonald’s is to analyse that market, this
includes, determining the requirement of the customers, competitor’s organizational strategies,
average earning and expenditure criteria of the customers, and much more. All this factors
determine the organizational strategy followed by the company in that region. This research
also helps in determining the company’s and competitor’s strengths and weaknesses, through
which they can focus on eliminating all the drawbacks (Armstrong, et al., 2015).
PRODUCT DEVELOPMENT
Marketing function determines the requirement s and needs of the customers through which
the products can be varied. For instance, a hamburger available at USA and UK are
comparatively bigger than that available in China; this is because of the diet difference in these
regions (Kerzner, and Kerzner, 2017).
ADVERTISEMENT AND PROMOTION
After product development, it is required to promote and advertise the product to generate
awareness among people about the product; this responsibility lies in the range of marketing
function. As per their analysis and targeted segment, they form several strategies to create
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awareness about the products and services and try to increase the sales of the business.
Although they are assigned limited funds from the financial department for promotion, in which
they have to manage all the required tasks (Armstrong, et al., 2015).
BUSINESS DEVELOPMENT
Another role of the marketing department is to generate and create a new market for the
business to expand. This can be done by advertisement through social media or by setting
booths; their promotion they attract potential customers, this gives the opportunity to the sales
department to convince them is buying the product (McDonald and Wilson, 2016).
The marketing department can be considered as the key function of the McDonald’s since it
deals with different tasks of several departments in the organization. Based on this, their
responsibilities gradually increases that are clearly defined below:
CUSTOMER CENTRIC
For ensuring sustainable growth, any business must be customer-centric and offer based on the
demands of their targeted segment. It is the responsibility of the marketing function of
McDonald has to understand the demand of their customers in different regions; since the
company operates in various regions, the demand and requirement of the customers vary
significantly. They follow two approaches, intrinsic, in which analyse the data collected from the
customer services and sales department; and extrinsic approach, where they conduct surveys
and take feedbacks direct from their customers for the analysis (McDonald and Wilson, 2016).
ANALYSING COMPETITIONS
They are also responsible for analysing their competitor’s strategies and acting on its basis.
Knowing your opponents moves helps in forming an effective strategy and McDonald’s
understand this. Their marketing function, analyse the market of every country they operate in
and analyse local an well as multinational competitors. For instance, with the increasing
popularity of KFC chicken burgers in several countries, McDonald’s decided to enhance their
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menu by offering chicken Burger; this leads to tough competition to their opponents
(McDONALD, 2016).
BRAND IMAGE
The popularity of the business is dependent on the way customer sees the organization, a
strong brand name results in loyal customers, that eventually increases the profit of the
business like McDonald’s. Its marketing department is responsible for tackling the occasional
negative publicity in different regions where they operate and maintain brand’s image.
Additionally, they also handle the way customer sees the company; as per a survey conducted
in the UK, it was evaluated that, 44% people view McDonald's as convenient, while 42%
describes it as a family. Their marketing department maintains this positive image (Statista,
2015).
Figure 1: McDonald's Brand Image in the UK
[Source: Statista 2015]
FINDING PARTNERS
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Since McDonald’s is located in various locations, they require partners to run the business; for
this McDonald’s franchisee and bought by the owners. Finding right partner for the business is
the responsibility of the marketing department. A set of policies are made by the marketing
function for operators that has to be strictly followed in order to maintain the partnership with
the company.
INNOVATIVE AND CREATIVITY
Food chain business has a tough market, where the key to be different and gain a competitive
advantage is to be creative and innovative. As per the market research, marketing department
analyses the demands of the customers, based on which the food department of McDonald’s
innovate new recopies. Additionally, the creativity of marketing function is also shown in
promotion and advertisements. Based on the tradition and culture of the countries or regions,
offers and discounts are offered to the customers (Armstrong, et al., 2015).
COMMUNICATION WITH OTHER DEPARTMENTS
For maintaining sustainable growth of McDonald's, it is required that all its departments are on
the same page. It is the responsibility of the marketing department to convey essential
information regarding market, competitors, and customers to different departments. This
information helps other departments informing their departmental goals (Cornelissen, and
Cornelissen, 2017).
6

M1 ANALYSIS OF ROLES AND RESPONSIBILITIES OF THE MARKETING
FUNCTION OF MCDONALD’S
Roles and responsibilities carry out by the marketing function of McDonald's have resulted in
the increased and sustainable growth of the business. Today it is established in more 120
countries due to the market research, advertisement, and promotions done by them in
different regions. Market research helped the business to plan their organizational strategies
along with the menu and services that are required in different regions in which they operate.
This resulted in less wastage of food items and controlled expenditures on unwanted items
(Kotler, 2015).
Additionally, they analyse the competitor’s strategies like KFC is famous for their chicken
burgers, Burger King offers a great deal to their customers etc. this analysis helps McDonald’s to
form their tactics to increase their service quality. The creative approach used by the marketing
department for advertising promotional phrases was largely accepted by the customers;
moreover, sponsoring major events has also resulted in the increasing popularity of McDonald's
(McDonald’s, 2018).
Since the business is widely spread and located in different regions, it is essential to maintain
the service quality at each restaurant and franchisees; it is the responsibility of marketing
department to select the partners and form an outline for guidelines that have to be followed
by them.
7

P2 ROLES AND RESPONSIBILITIES OF MARKETING RELATE TO THE WIDER
ORGANIZATIONAL CONTEXT
Marketing department in McDonald’s can be considered as a key function, which is responsible
for forming a base for other departments to work on. Every task in the marketing department is
directly linked to other departments work and departmental goals. To get a better
understanding on the roles and responsibilities of marketing, few departments of business is
taken under consideration that is directly or indirectly affected by marketing function:
SALES DEPARTMENT
The basic task of the sales department is to convince the customers to purchase the products
offered by the business. However, based on the promotional and advertisement activity
conducted by the marketing departments, attract the potential customers, which are convinced
by sales departments (Scott, and Davis, 2015).
PRODUCTION DEPARTMENT
As mentioned in the previous section, businesses must be customer-centric in order to maintain
sustainable growth. Entire product and service range offered by the business must be based on
the requirement and needs of the consumers. The marketing department determines their
requirement and demands by conducting market analysis. Based on the evaluation, production
department forms its goals (Muller, 2017).
FINANCE DEPARTMENT
The finance department of an organization handles the funds for all the tasks performed in the
different department. Same goes for the marketing function, a fixed amount is allotted to them,
in which they have to handle, promotional activities, advertisement, market research and other
forms of responsibilities. Since each department is interdependent on each other, research and
activates performed by the marketing department affects the sales and profit of the
organization, from which the finance department majorly gets their funding.
8

M2 INTERRELATIONSHIPS BETWEEN MARKETING AND OTHER FUNCTIONAL
UNITS FOR MCDONALDS
For a business like McDonald’s that operates in 120 countries and have over 344,820 stores, it
is essential that all the department are on the same page and work simultaneously to achieve
the organizational goals. Here the tasks and outcomes of each department are interdependent.
Marketing function in McDonald's performs several roles, such as a market analysis that
includes analysing the region they operate, customer’s requirements and demands,
competitors and their strategies and much more. This report is passed to the administrative
head of the organization as well as different departments; based on the analysis, organizational
strategy and departmental strategy is formed (Auh, and Merlo, 2012). For instance, factors like
average food intake, local ingredients, disposable income, the average income of the customers
vary in different countries. Marketing department analyses this information and passes it to
production department that provides products based on the data.
Additionally, marketing function also helps in making partners, operators in different countries
has to follow strict rules defined by the marketing function; this is done to maintain the quality
of the service and brand image. Additionally, information gathered by the customer services
and sales department is also analysed by the marketing function to determine the likes and
dislikes of the customers (Nath, et al., 2010).
Marketing function also performs, promotional and advertisement activities, which require
investment, funds required for, activities are allotted by the financial department of
McDonald’s. Therefore, all the activities must be managed within the allotted funds. Marketing
function uses social media and several other IT assets for promotional and advertisement
purposes additionally for market research and online surveys. The IT department handles these
assets, therefore the marketing function works with IT department to perform tasks.
9

TASK 02
P3 WAYS IN WHICH MCDONALD’S APPLIES MARKETING MIX TO THE
MARKETING PLANNING PROCESS TO ACHIEVE BUSINESS OBJECTIVES
Every business offers some sort of products or services, which has to be marketed in order to
ensure effective sales. The marketing department of McDonald's also forms a strategy for
marketing their products in the market; to plan these strategies, they use 7Ps marketing mix
tool. Marketing strategy refers to ‘what’ has to be done in order to promote the products,
whereas marketing plan sets all the steps that have to be followed (Baker, 2014).
MARKETING MIX
There are total 7P’s that is focused on the marketing department of the McDonald's and its
leading competitor KFC for forming effective tactics, which are mentioned below:
Factors McDonald’s KFC
Product  They offer a variety of
products ranging from
vegetarian, no-vegetarian,
desserts, beverages
 As they operate in different
countries, they respect
cultural believes and care for
customer's sentiments;
therefore have a separate
cooking area for vegetarian
and non-vegetarian products
(Huang, and Sarigöllü, 2014)
 They focus on the non-vegetarian
menu and offers a large variety
 They offer more than 300
different menus including
products like wraps, chicken
burgers, chicken nuggets, chicken
rice and many more; they also
offer beverages, French fries,
salads etc.
Price  Provide affordable price and
is based on the average
 Their prices are dependent on
their targeted market and offer
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income of the target
customers in that country.
 They are known for their
‘Happy Price Menu' and
additionally offers a variety of
affordable combos
great value deals in return
 They also offer a range of combos
and offers on their menu, services
provided in bundles are
comparatively less than the entire
product range
Place  Its franchise is considered
most convenient and is easily
accessible; they are located in
120 countries
 Its 344820 stores worldwide
are located in different
locations including, big cities,
residential areas, highways,
drive through and drive in etc.
(Mathur, 2017)
 It is located in 118 countries and
more than 20952 stores; and is
located in prime areas
 It also provides online services,
through its websites and in some
regions, with the help of third
party delivery system, they offer
food delivery (Bagwell, 2011)
Promotion  They use several platforms for
advertisement purposes such
as TV, Cinemas, magazines,
social media, hoardings at
highways and major places
 McDonald's focus on their
specially designed ‘happy
meal’ for children, where they
get toys with their meals
 Scratch cards and loyalty
cards are other forms of
promotions (Huang, and
Sarigöllü, 2014)
 Likewise, KFC also uses several
platforms like online media,
newspapers, magazines,
hoardings, sponsoring events, and
much more for promotional
purposes
 They offer special kids meal
combo, gift hampers add-ons etc.
 KFC is known for their fresh and
local ingredients, which is used by
their marketing team to promote
and create a positive brand value
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Physical Evidence  It refers to the impression
that customers have after
interacting with the
organization; and is
dependent on factors like
staff members, interior and
exterior, cleanliness etc.
 Marketing department select
operators based on the
aforementioned factors, strict
audits are conducted to
maintain the performance of
the operators
 Interiors are based on the
guidelines defined by the KFC
 Cleanliness of kitchens, the
interior is checked on a regular
basis
 Dedicated guidelines are made for
the suppliers in different
countries for the non-vegetarian
ingredients to ensure the quality
and freshness of the products
presented in front of customers
People  They have a friendly brand
image, and as per a survey, it
is considered as a convenient
place to have meals
 They focus on fresh
ingredients, have separate
kitchens that depicts that
they care for their customer’s
sentiments and believes
 KFC ensures that their staffs are
highly trained and polite; special
training sessions are conducted
by the company itself
 Guidelines based on work ethics
are given to the staffs for better
response to the customers
(Hossain, and Hossain, 2012)
 They hire disabled people for
their staffs, which depicts in a
positive image of the organization
Process  It refers to all the steps
followed by the staffs from
receiving the order of the
customers to providing them
their product
 It offers to take away, dine in, and
online facility for placing orders;
additionally, they inform
approximate time that will be
taken for completing the orders
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 It has transparent food
producing process, and
welcome consumers in their
kitchen for evaluating the
quality of the services offered
to them (Gorham, et al.,
2016)
 With experience, they have
created efficient equipment
for cooking
 They also entertain customers in
their kitchen that wish to check
their ingredient quality
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M3 TACTICS APPLIED BY MCDONALD’S TO DEMONSTRATE HOW BUSINESS
OBJECTIVES CAN BE ACHIEVED
In order to maintain a sustainable growth and achieve business goals, marketing function of
McDonald’s follows the aforementioned marketing mix tools, this helps them in launching their
products in new regions as well as offering new products in the existing regions (Rothbort
2012). Moreover, in context with the marketing mix, tactics used by the company are described
below:
PRODUCT
McDonald's design their products in order to provide the best experience to their customers; it
is also known for consistent taste worldwide regardless of the change in local ingredients and
environment, which results in satisfaction to the customers.
PLACE
Its marketing department analyse the regions before establishing their franchise at the new
location, additionally, its drive in and take away facility attracts business segment, who do not
have time and prefer on the go meals (Rowley, and McMurtrey, 2016).
PRICE
Price set in different countries are based on the average income of middle class and low-class
people, along with the prices set by the competitors. From the initial stage of expansion, the
company has formed an image of providing better quality meals at a lower cost
PROMOTION
The promotional slogan "I’m loving it” is majorly used by them, in different countries and
different languages on several platforms like, social media, hoardings etc. additionally,
hoardings at major places are the main part of their promotional plan.
PEOPLE
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Employee customer interaction is ensured to be positive; the brand has a kid-friendly image
and is maintained by the marketing department by designing their interior kids friendly and
offering them the happy meal, where kids get their favourite movie character toys (Steven,
2012).
PHYSICAL EVIDENCE
Cleanliness in the kitchen and entire premises is highly maintained so that customers form a
positive image of the brand. Additionally, for assuring the customers about the cleanliness and
fresh ingredients used in the kitchen they are allowed in the kitchen for evaluation.
PROCESS
McDonald’s understand value of time of their customers; therefore, their kitchen is equipped
with advanced and custom-made accessories that are specially designed for creating quality
products in less time. Staffs are well trained to work quickly and efficiently on the production
line, to provide products in lesser time.
15

TASK 03
P4 & M4 MARKETING PLAN FOR MCDONALD’S
INTRODUCTION
The following marketing plan for McDonald’s is formed to increase the direct connection of the
business with the customers and create value for them. Further improvement will be discussed
in the following plan that can be implemented by McDonald’s to increase their productivity and
customer relationship.
COMPANY OVERVIEW
McDonald’s is one of the leading fast food restaurants that is situated in 120 countries and is
known for its affordable products and friendly image. They offer a large variety of products
ranging from vegetarian to non-vegetarian, and beverages. With the increase in business, they
are required to increase their integration with the customers.
MACRO ENVIRONMENT
It refers to every external factor that has a direct or indirect effect on the productivity of the
McDonald’s. Since the business is globally known, this shows that they are effectively
addressing Porter's five forces; they form their strategies based on the external factors and in
order to minimize the risks ; all the five factors that have an influence on the strategies of
McDonald's are briefly described below (Dobbs, 2014):
Competitive Rivalry
Business faces tough competition in the market due to saturation, there are several rivals from
multinational businesses like Dominos, Pizza Hut, KFC, Burger King, all having special products
that describe their business; additionally, local food chain services available in different regions.
On a border range, there are three strong forces, which are aggressive competitors, a variety of
16

food chain businesses and low switching cost. These factors offer a large variety to their
customers, thus maintaining loyal customers are essential for McDonald's.
Consumer’s Bargaining Power
It refers to the power consumers has to influence the business and impose their demands on
them; several factors contribute to the consumer's bargaining power such as low switching
costs, the variety of providers and High substitute availability. Low switching costs make easier
for customers to change service providers; moreover, since there are a large variety of options
available in the market, therefore, these factors act as strong forces that requires consideration
(Harding, 2017).
Supplier’s Bargaining Power
It defines the influential power of the suppliers of McDonald’s; due to several factors, they have
weak bargaining power such as, due to the abundance of suppliers in the market, the company
has several options to switch to, additionally, there is no global network of the suppliers and
therefore does not control the distribution channel of the company. Lastly, there is an
abundance of supplies available for instance, wheat, meat etc. thus it can be considered that
supplier's bargaining power is a nominal issue for them (Dey, 2016).
Substitution Threat
It refers to the substitution available in the market for the customers that can potentially affect
the profit of the business. This is considered as a strong force, since as mentioned above there
are several competitors available in the marketing, for instance, KFC, Burger King, Subway,
which offer a similar product range to their customers at low switching cost. And due to tough
competition, they provide high service quality at lower cost; all these factors affect the business
directly, this has to be considered.
Threats due to New Entrants
Though the food chain market is saturated they still exist a threat due to new entrants in the
market since there are several external factors that overall have moderate force on the
17

company. Lower exchange value is the key feature that can influence and attract customers to
new competitors additionally, since it is easy to establish a new business, small and medium
scale competitors can act as the moderate threat to McDonald's. Though it takes time and high
investment in forming the brand value like McDonald’s, therefore this factor does not entirely
affect the company (Dey, 2016).
MICROENVIRONMENT
Apart from external factors, some internal factors also need consideration while forming an
effective marketing plan for McDonald's. These factors can be categorized in strengths and
weaknesses of the company that will guide to for efficient plan and overcome all the
weaknesses that lie within the business.
Strengths
McDonald’s is a well-established business that operates in 120 countries and has over 36,900
restaurants; apart from the physical assets in these countries, it also has also created high
brand value over the years. It majorly sponsors various events like Olympics, football World Cup
etc. that has made them highly popular and recognizable in the market. The marketing team
also comes up with different tactics to use day to day phrases with their advertisement such as
their famous phrase “ I’m loving it” is highly recognized by various people in different countries
(Moutinho, and Phillips, 2018).
Additionally, it has worldwide brand equity and offers consistent food with large varieties
designed based on demands of the regions they operate. They are also known for their
innovative approach to cook and provide food and services. Their kitchens equipment are
customers made and are specially designed to cook the menu they offer, to ensure high
satisfaction rate.
Weaknesses
The two major weakness of McDonald’s are, first, due to strict policies for the partners and high
maintenance cost franchisees are unsatisfied. High influence of the business on the operators,
18

leads to dissatisfaction and lower performance in certain restaurants, which eventually affects
the image of the business. Additionally, maintaining and training staffs are difficult for the
operators, and lower experienced staffs lead to customer dissatisfaction. Moreover,
McDonald’s also lacks in providing advanced equipment to their older restaurants, which
affects their performance (Vitasek, et al., 2017).
Second, they provide a complex menu with several options that have high saturated fat
content. This negatively affects the health of their customers and with the increase in health
consciousness, this negatively affects the sales of the products. Lastly, the company also lagging
in delivery services that are offered by its competitors.
SEGMENTATION TARGETING AND POSITIONING
These components help in forming an effective and sustainable marketing strategy and are
highly considered by McDonald's, their marketing decisions are highly influenced by these
components. These determine several factors regarding customers, which are described below:
Segmentation
It refers to dividing the customer population based on several factors that the business wish to
focus; for McDonald’s, they categorize on the basis of various factors to form segments; these
factors include, Geographic segmentation where the customers are divided based on region
and density. Demographic where, all genders from age 8 and above and selected, additionally
based on lifecycle stages are also segmented. The company target low and middle-class people
including employees and students. Behavioural segmentation includes customers that seek
cost and time efficient products such as professionals (Smith, 2016).
Targeting
Once the segmentation is done, the selected segments are targeted by various means, these
include adjusting their products based on the segment’s requirement and advertising right
product to the right segment. For instance, with the increase in health consciousness,
McDonald’s has improved their Happy Meal menu where they introduced fruit bucket and
19

organic milk in place of fries and sweetened soda. These showed care towards their customer’s
health. Additionally for behavioural segments, on the go facility is provided by the company.
The occasional promotion also takes place where happy meals contain special toys for kids
(Dudovskiy, 2016).
Positioning
This includes selecting the marketing mix, based on the region they operate and other internal
and external factors, McDonald’s select marketing mix. They use adaptive positioning of the
product where the services and products are varied based on the segment and internal-
external factors. Additionally, McDonald’s cover various areas by providing franchises and
establishing restaurants to reach larger segments.
TACTICS
Based on the analysis of internal and external factors of McDonald’s several key features came
into light that can be improved to form an effective marketing strategy and increase customer
relations, which will eventually increase business values. as there is high competition in the
market, the initial approach that is essential for the growth is forming loyal customers. This can
be done by offering satisfactory services and economical cost, since there is low switching cost,
by improving the services, more customers can be attracted.
Additionally, by providing loyalty cards benefits can be given to the customers based on their
purchase, which can include the free occasional meal, discounts etc. this will develop loyalty of
customers towards the brand. Additionally, they can track the frequency of the customers that
can be useful to form further marketing strategies.
Another tactic that can be used is offering healthy food content to their customers; the
company can expand their healthy food range from happy meals and can form a special
category in their main menu. This will generate health awareness and form a positive image of
the organization that cares about their customers (Drewnowski, et al., 2017).
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By applying the aforementioned tactics, McDonald’s can further improve their customer
relationships and ensure loyalty, which will result in long-term growth and productivity.
COSTING
The estimated costing of implementing the aforementioned tactics in the restaurants of UK will
be around £12,000.
CONCLUSION
With the increased competition, it has become essential more than ever to form an effective
marketing function in the organization. Tasks performed by the marketing function largely
affect the organizational strategies and departmental goals. From the assignment, it can be
extracted that, the different factors affect the popularity and productivity of the business,
which is managed and controlled by the marketing department. Additionally, marketing and
other function of the business like McDonald's work simultaneously and are interdependent.
Lastly, a marketing plan is also been formed in the aforementioned report that helps in
understanding the internal and external factors that affect the marketing strategy and
productivity of the business.
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