McDonald's Marketing Plan Evaluation: A Comprehensive Analysis

This report provides a comprehensive analysis of McDonald's marketing strategies. It begins by explaining the roles and responsibilities of the marketing function within McDonald's, emphasizing its importance in advertising and promoting products to attract customers. The report then describes how these roles relate to the overall organization, focusing on the exchange of products and services, customer attraction, and brand image creation. A detailed definition of the marketing mix elements (Product, Price, Place, Promotion, Physical Evidence, People, and Process) is provided, comparing McDonald's approach with other organizations. Finally, the report evaluates McDonald's basic marketing plan, highlighting its strengths and areas for improvement. The analysis underscores the critical role of marketing in sustaining McDonald's brand image and driving its growth in a competitive market.

MARKETING
ESSENTIALS

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P.1 Explanation of roles and responsibilities of marketing function of McDonald's.............1
P.2 Description on roles and responsibilities of marketing relate to the organisation...........3
P.3 Define the marketing mix element of the McDonald's and compare it with the other
organisation............................................................................................................................5
TASK 3............................................................................................................................................9
P.4 Make evaluation of basic marketing plan for McDonald's..............................................9
CONCLUSION..............................................................................................................................12

INTRODUCTION
Marketing is the concept which helps to the company in order to do advertisement of the
its products and services in the market. Such activities work for attracting more number of
customers and community towards the firm. Basically customers are focused while adopting
current concept by the entity. Marketing defines as a process in which product and service move
to the customer for their use. The term selling is different from current aspect because it includes
the process like promoting the product in the market. Further, customer can get aware about
new products of the firm and after they start purchasing product and service. Marketing factor
always depends on the tests as well as needs of the customers (Aaker, 2011). In this kind of
advertisement activities customers treated towards the firm in terms of purchasing more
products. It includes activities like promotion, distribution, packaging, production and
advertisement of the goods and services. In this following report, the systematic presentation of
marketing mix and their key elements in term of McDonald's has been included. McDonald's is
the large corporation in UK. It serves its business as food service retailer. It has its branches in
around 130 countries. It has become the world largest quick-service retail organisation.
TASK 1
P.1 Explanation of roles and responsibilities of marketing function of McDonald's.
The term 'marketing function' help to the company to advertise and publish the products
in successful manner within marketplace Further, this concept adopted by the firm for
promotion purpose of its products in the market . The marketing functions are to be followed in
strategy or in a manner that can makes particular goods famous in the market. Good marketing
strategy reflects the more demand and supply of such particular product. Such strategy should be
followed in the series of advertising, publicity, statistical distribution for sale, client service and
public relation. The function of marketing depends on the following trends-
Present trend- It is necessary to know the present trend in the market. In present situation
customers give their focus on the tests and preferences of the products. To get popular image
they provide easy approach service to the purchaser like Home delivery so users can order their
crave at any time where they want (Halal, 2003.). This feature of service usually attracts more of
the consumers. The effective way to get growth is to know how to cope up with rapidly changing
environment in the organisation.
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Upcoming trend- To sustain the brand image in the market, market force gives their focus on the
customer test and preference it has become major source to keep up future growth of business
producers need to know the demand of customer (Whittaker, 2009.). In upcoming trend, whole
market will shift to the online retailing service. Customers need to avoid their wastage of time
and to maintain the success the online service should be improvised.
Roles and responsibilities of marketing function- Marketing act as tool factor in maintaining the
relation between customer's and an establishment which provide services to the market. The
main object of marketing is to increase the growth of the firm day by day. Marketing play the
key role in sustain the volume, sales revenue and in publicity of brand image in the market. Such
can be defined as-
Strategy- The term strategy means formulation of task in a suitable framework. The main
object behind formulation of plan of action is to completion of market task in a given time.
Basically, the formulation of scheme is done with the help of senior member of the marketing
department (Kumar, 2010). With this approach, the need of the customer can easily be identified
and to satisfy the users need is the main purpose of McDonald's. To sustain the future growth the
right strategy of the unit should be formulated.
Market research-For the smooth functioning of the marketing department the key
responsibility is to research on market. With the effectual and appropriate kind of market
research activities company can identify the need of the customer. With the help of this scheme
the strength, weakness of the competitor can easily understand so that immediate action can be
taken to increase the sales growth of McDonald's. The effective market investigation is done on
several bases like reading firm report, market data on internet, prospectus to survey users’ needs
and by directly contact with the customer. The marketing research is the important tool in sustain
brand image of McDonald's.
Product development- The current environment is rapidly changing. The innovation
should take place in the market so it can help in adding value to the firm. Timely scrutinizing the
customer need helps them to finding loop falls in the product and improvement can be done.
With the help of customer feedback or as per their need and preferences the improvements and
modification can be incorporate in new products. The innovation brings prosperity to the firm
success. McDonald's is putting its various efforts in satisfying the needs of the users.
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Brand awareness- It is the responsibility of the marketing function is to provide good
quality of product to the customer. The quality conscious customer invests in product which has
unique identity and quality. The manufactures produce those products which help them to build
their trust on the customer. The awareness of brand should be on priority. The marketing needs
to communicate the customer about the quality of products through promotion or in many other
sources.
Sales support- To improve sales performance and business growth the cooperation
between sales and marketing department is essential. By attracting the customer with the quality
marketing can increase their sale revenue. With the help of current trend, the customer's gets the
information of new product on telephones and such aware helps to increase the firm growth.
McDonald's promote their product on the television so customer can aware about new features
and gross sale of the firm increase and which helps them to maintain brand image.
P.2 Description on roles and responsibilities of marketing relate to the organisation.
In the organisation, the roles and responsibilities of the marketing is play as key factor in
promoting growth and success of the firm. In order to sustain the stability in the market the
venture like McDonald's required to use marketing price, place and principles. The organisation
has to face many challenges to cope up with the current challenges. These are certain roles and
responsibilities of the marketing relate to the organisation are-
Exchange of product and service- It defined as act or process of exchanging. Marketing
plays major role in case of exchange product and service in the market. The McDonald's can
have benefit from marketing as they promote their commodity in the market so that customer can
get aware of such products which leads to shift their interest in such goods.
Customer's tends to attract- This activity is very useful in the marketing in term of the
organisation. With the help of advertising and promotion of product in the market costumers gets
attract towards the firm. So, it is necessary for the company to play marketing function
effectively and efficiently. The marketing performs lead role in satisfying the customer needs.
Without marketing organisation cannot run successfully in the market.
Create brand image- Brand image specifies the organisational character. It's a kind of
believe about the quality of such particular trade name in customer mind set. The brand image
can be specific and conceptual. By promoting product in the market, the producer can develop
the brand image. The punch line in the advertisement activity should be effective so that can gain
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more attraction of the customer. So, with this approach a good brand image can sustain in the
market for the long period.
Description of functional department in the organisation-
The department of the business enterprise are designed as per the various function. The
department of certain organisation is created according to the size and need of the corporation.
All function in the business unit are interrelated to each other. McDonald's includes various
functional department like marketing, production, finance, human resource, purchasing
department and customer service etc.
Production department- The production department work as converting the raw material
into semi-finished good and then to finished good. Its play major role in promoting the
organisational function. The whole activities of functional department depend on the production
unit. They also need to maintain the quality of the commodities in the market and standard of
such particular brand image must met. With increasing in the manufacturing, the outcome will
automatically improve the marketing department and product and services can deliver in the
market at specific time. Which affects the marketing department growth in large manner?
Financial- The financial department is the major second task in the functional
department activity in the organisation. The commercial enterprise maintains the daily
transaction of the firm which makes easy to maintain accounting records of the unit. It makes
and receive all payment on the behalf of business. It keeps on checking the financial performance
of the business and ensure its true aspects.
Marketing department- It plays key role in promoting and publishing the product in the
market. Without this activity, such particular product cannot become popular in the market
which can affect the growth of business unit. It helps in distributing the product and service in
the market. The whole functional section activity is largely depending on the marketing
department. It has the biggest role in increasing the growth and success of the firm.
Human resource department- The need of the human resource department is currently in
demand. Every organisation need effective and efficient human resource person so that they can
understand the need of the firm. They play their role as recruit and select the staff and replace the
staff if existing once shift to another firm as well as responsible or the training and welfare of the
staff. Moreover, in order to provide or arrange training and development programs also the HRM
plays highly integral role within
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Purchasing department- The purchasing department works as buying raw material or
other all equipment which is going to be useful in the production of the product. The whole
activity is interrelated to each other.
TASK 2
P.3 Define the marketing mix element of the McDonald's and compare it with the other
organisation.
In the present scenario, the term marketing mix plays the key role in the organisation. The main
object of this marketing mix element is to ensure the success and growth of the business. With
the right approach and effective tactics an organisation easily able to meet with its all objectives
and aims in the specified or effective manner. McDonald's is the famous company under food
industry due to having higher quality of products and services in the market. For the effective
and efficient use of McDonald's strategy they follow this 4ps of marketing mix element. With
the help of this marketing mix element the company can maintain its brand image or it can add
goodwill to the firm. This element helps to promote its brand and commodities in the market.
There are 7 P'sof marketing mix elements of McDonald's such as-
 Product
 Price
 Place
 Promotion
 Physical evidence
 People
 process
Product- The first element of marketing mix is to find out the need of the product in the
market. The demand can be known through the customer feedback about such particular
commodity. For making effective product in the market manufacturers need to focus on the
activities like quality, design, variety, branding, packaging and warranty. An organisation which
manufactures goods known as commodity. At present McDonald's focuses on satisfying the need
of customer to sustain their market growth. McDonald's works as retail chain of food and
delivers product in the market like burgers in various variety, dessert, drinks, sandwiches,
shakes, chicken, fish products and fries. Recently McDonald's is offering Maharajah Mc-burger
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which is vegetarian and most demanding among all (Halal, 2003 ). It provides food like halal In
Muslims countries like Saudi Arabic, Kuwait, Pakistan etc.
Price- Price is the second major element in marketing mix. It determines the value and
standard of particular product in the market. The cost of the product depends on the quality of the
product, customers demand, cost of production and ability of market to pay for such commodity.
The value of the product is determined on the basis of several strategies. For deciding the price
of product, the market need to focus on these three major strategies like-
 Market penetration pricing
 Market skimming pricing
 Neutral pricing
The price standard always helps in shaping the perception of the product in customer eyes.
Commodity which have low price called as inferior good in the consumer eyes because buyers
starts comparison with other product available in the market. Different pricing strategy used by
different companies to maintain the brand image. McDonald's is choosing price skimming
strategy to develop and sustain the good image in the market. In this the price of the commodity
and service are high at initial level (Whittaker, 2009).
Place- The third major element of marketing mix is place. The location of the store
should be in posh area of the market so the potential buyers have accessibility to such retail store.
The placement and distribution is the major part of marketing mix. The store should be situated
in the target market. Various McDonald's stores are located in shopping malls so distribution of
the product can easily be done and customer gets to know about the product and services offering
by such retail chain. Recently market tends to shift to online purchasing from there customer can
immediate order their crave and it provides the fastest delivery to the customers. There are many
distribution schemes are-
 qualifier distribution
 exclusive system
 franchising
 Selective distribution.
Promotion- All above elements of market strategy is depending on the promotional
activity. It helps in promoting and advertising the product in the market so that customer can
know about the services offering in the market. McDonald's is following both online and offline
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method for promoting its product in the market. It also advertises its product and service in the
market through texting, advertising, wireless commercial, print media and internet
advertisement. McDonald's also provides weekly offer to their regular customers and provide
information through messaging them. The activities followed in promotion are as-
 sales arrangement
 Human relationship
 Advertisement
 Sales publicity etc.
other feature of marketing mix element such as-
Physical evidence- McDonald's has its 36000 physical stores in over 100 countries. The
all store of McDonald's are located in the posh area so that large number of customer can easily
purchase their product and services in the market.
Process- It is another major component of marketing mix. It defines the process like how
a company establish in the market and how they are setting up brand image in the customer eyes.
What kind of relationships they are having with their buyers.
People- McDonald's is working as developing effective and healthy relation with their
customer by providing various facilities to them like online purchasing, weekly offers, attracted
discount, feedback opinion, and highly qualified good and services. But the employees of
McDonald's are quite depressed with working in it because its provide less employment rate to
them so that their financial needs are not so easily meets (Chen and et.al., 2015). So they should
take step to motivated them and offer good salary so they work in effective and efficient manner.
Employees should be treated as assets to the organisation.
The marketing mix element for KFC-
KFC works as retail food chain and provides highly qualified beverages to the customers
to satisfy their needs. They provide various food products like fried chicken, nuggets, wraps,
Crushers, bucket chicken, dessert and drinks. It facilitates the online services to satisfy their
immediate crave.
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Product- KFC expertise in making fried chicken which serves in number of varieties to
the customer. They maintain the standard quality and taste preference of the consumers. It
provides feedback facilities to their customer top take their valuable suggestion about the product
so that improvement can be done.
Price- It's a kind of consideration which have to pay to get something in return. The
product is available in attractive discount rate which influence the customer and make them to
purchase it (De Mooij, 2013). The pricing of the product estimated by the behaviour of people
and their liking and disliking. Recently KFC start providing economic meals to satisfy the need
of each customer by giving importance at price factor. It follows market skimming strategy.
Place- Generally, the stores of KFCare located near the schools, cinema, office campus
and shopping malls which are mostly occupied by the younger who are in haste. The online
service offered by them helps in saving the time for office going individuals and gives them
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immediate meal. The consumer can have online application so that they get quick information
about offer, new products etc.
Promotion-promotion is a method which used to inform and educate the customer about
the product and price. The promotion can be done on several bases like advertising, sales
promotion, public relation and event and experiences. The promotion is act as main tool in
promoting and sustaining the brand icon. Kfc has its own logo which helps them to maintain
their unique brand image in the market. They also upgrade their product through online method
or by texting the customer.
The other key feature of KFC is as-
Physical evidence- KFC uses the highly brand equipment to prepare their food stuff.
They give their ultimate focus on the product quality and need of the customer's. KFC use
different technical tools to design outlet interior.
People-in order to sustain the future growth in the market the employee is effectively
trained. Thus, they contribute maximum to the firm. The work efficiency of workers is need to
analysed in day to day basis. KFC should provide good employment rate so that employees get
appreciated and perform their best. To maintain healthy relation with customers’ needs to
provide high quality of products at reasonable price.
Process- It defines that what kind of steps are taking in the organisation in order to
establish and develop the healthy relation with their customer. KFC has the facility of online web
page where customer point out their reviews according to product quality and services. With the
help of internet communication, the quarries and complaint of customer can easily resolve.
TASK 3
P.4 Make evaluation of basic marketing plan for McDonald's.
Executive summery- In order to draw strategy on marketing plan the internal and
external environment of business need to be analysed. It also inclusive of current market
situation of McDonald's. This reports presents the PESTLE and SWOT analysis has been
evaluated to make an effective environment of business. By making effective market
segmentation, positioning, targeting and pricing, new product will be developed in a new market.
Company overview- it works as providing the food and beverages to the workers. The
main aim of this retail chain is to provide the high quality of product and service in order to
satisfy the need of the consumer. It wishes to become famous food retail chain in the world. It
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provides food and beverages like Burger, Fries, dessert, chicken puff, ice tea and puff etc. the
burger is most demanding product among all.
PESTLE analysis- It helps in analysing the business environment. In order to survive
with the completion in the market That's very important for the organisation. The PESTLE
analysis can be done on the various aspects like-
Political factor- The government conduct many rules and regulation by which health and
obesity will be managed effectively.. The rules and regulation, code of conduct, various
legislation, taxes policies are framed by the government which helps in sustaining the future
growth of the market. McDonald's largely affected by the government taxation policy which
isnecessary to be applied in the organisation.
Economical factor- The current economical factor is rapidly changing which affect the
sales growth of product and services of the McDonald's. The economic factors like inflation,
recession which affect the product pricing factor. The company need to set the price of the factor
according to economic condition of the country (Berkowitz, 2016).
Sociological factor- It is a major component which affected the sales growth of the
McDonald's in an effective manner. In this, customer are treated as king of the market. The taste
and preference of the consumer rapidly change which make great impact in firm's sales. In order
to maintain the growth level, the firm need to focus on the consumer needs and product quality.
Technological factor- In order to work in effective and efficient manner the workers of
McDonald’s needs to have modified technology. The changes and development in the work
process adds growth to the profitability of the firm.
Environmental factor- The seasonal changes affects the liquidity of the firm in largely
manner. The environmental factor like climate, air and sunlight which tends to change the
customer taste and preferences. That leads to bring down the production capacity of the
McDonald's. The products should be based on the environment factor.
Legal factor- Legislation make great impact in business operational activity.. If the legal
factor is relaxed then company can perform better in the market.
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Marketing Mix Future Strategy
Product: McDonald serves veg and non-vg
food. The company also offers Combo packs to
encourage people. It cares about everyone's
culture and taste so prepares items in clean and
healthy environment.
Now launching low fat burger to satisfy is
health conscious buyers.
Place: McDonald is located at every prime
location across the globe. Almost in all
developed cities at residential like malls and
shopping market.
This product too will be available at every
store. This burger business of McDonald is
spreaded globally and earning maximum
profitability. McDonald now is trying to
expand its market more as it is accepted by
everyone (Akbar, Omar and Wadood, 2017).
Price: The company owns happy price menu
which everyone can easily afford.
For low fat burger, its strategy is to follow
skimming price strategy that is high to low.
When the company will launch product then
the price will be at its maximum and then it
will come to low as per the demands of
consumers.
Promotion: The company has 80 to 90 menu
boards. Its basic target is children. Promotional
strategy of the entity is to give ads on
television, radio, newspaper etc.
This time MC'd will promote its low-fat burger
more as it is for health-conscious people.
Maximizing gain strategy of the company is to
offer the products in combo meals.
People: McDonald, provides clean and healthy
environment to sit and eat (Pappas, 2017).
Maintaining cleanliness in services is the best
way for organisation to attract more and more
buyers. So, the company will try to meet up the
consumer healthy requirements.

Process: Preparation of food is transparent to
customers, uses advanced technologies and
training is licensed.
In future McDonald is launching new food
packaging technique and online distribution
channel.

Physical Evidence: Infrastructure, staff, food
and location of the organisation is easy to reach
The company is trying to improve in future as
basically the location so that everyone can
reach in 4 to 5 minutes when hungry.
Segmentation, targeting and positioning- The market segmentation is a term which divide the
whole market in the sub segments. There are various of segments which are available in a
market. Currently, McDonald's is following demographical segmentation which works as offer
healthy burger to the consumer in order to sustain the future growth and consumer needs. It will
provide low fat burgers to health conscious and old age people (Kazmi, 2017).
Targeting is the process of selecting the small number of customers in a large population.. To
increase the sales of a firm, it make focus on old people so that organisation can make an
effective plan.
The term positioning means implementing the whole strategy. It refers as selection of the
marketing mix which is most suitable for growth. Recently, the McDonald's is following
adaptive type of product positioning.
CONCLUSION
In this assignment, it has been concluded that McDonald's works as most famous retail
chain in providing food and beverages. It has its additional feature in maintaining the standard
quality and fulfilling the consumer needs. Effective use of commodity heklp to satisfy the
demand of the customers. As per the current trends it will focus on marketing strategy by the use
of commodity.
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