Marketing Analysis of McDonald's: Roles, Mix, and Strategic Planning

This report provides a comprehensive analysis of the marketing essentials of McDonald's. It begins by outlining the key roles and responsibilities of the marketing function, including brand management, campaign execution, promotional activities, and social media monitoring. The analysis extends to examining the impact of these roles on McDonald's environment, considering both internal and external factors. The report delves into the interrelationship between the marketing department and other functional units, highlighting the importance of collaboration with departments like IT, finance, and human resources. It then discusses the key elements of the marketing function, such as conducting research and formulating strategies, and the application of the marketing mix (product, price, place, and promotion) in McDonald's planning. Furthermore, the report includes a marketing plan and a coherent marketing strategy for McDonald's, providing a detailed overview of the company's approach to creating, promoting, and delivering goods and services to its customers, with a focus on customer satisfaction and brand building.

MARKETING ESSENTIALS

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................1
LO1..................................................................................................................................................1
P1. The key roles and responsibilities of the marketing function of McDonald's..................1
M1. Analysing roles and responsibilities of marketing department of McDonald's..............3
P2 Impact of roles and responsibilities of marketing function on McDonald's environment.3
M2 The interrelationship between marketing and other functional units of McDonald's......5
D1 Key elements of marketing function and their relationship with other functional units.. 6
LO2..................................................................................................................................................6
P3 Different marketing mix applied to marketing planning of McDonald's..........................6
M3 Impact of marketing-mix on McDonald's operations......................................................8
LO3..................................................................................................................................................9
P4 M4 A marketing plan for McDonald's..............................................................................9
D2 A coherent marketing strategy for McDonald's..............................................................12
CONCLUSION..............................................................................................................................13
REFERENCES..............................................................................................................................14

INTRODUCTION
Marketing essentials derived as creating, promoting delivering goods and services to
customers. It is the activity that inclusive of set of institution and processes to have effective
creation, communication, delivery and exchanging value with others. Marketing is helpful
technique in terms to identifying the needs and wants of buyers so that strategical approach can
be adopted to build strong customer relationship. It can be done effectively with help of various
promotion approach so it is possible to create product awareness in market.
McDonald's, the world's largest food retail store is now and then creating new food
products and is extensively engaged in marketing of its products. It deals in commodities as are
cheese burgers, shakes, hamburgers, French fries and desserts. The main aim of this quoted firm
is to provide quality products to customer in terms to enhance profitability and productivity.
LO1
P1. The key roles and responsibilities of the marketing function of McDonald's.
Marketing managers are responsible for developing and creating products that leads to
satisfy the needs and wants of customers in market. This department has overall responsibility to
have increment in revenue, market share that aids to contribute growth and profitability to the
enterprise. It is term that assists the firm to identify the source and potentially successful
commodities for the marketplace and promotes them by differentiating from similar products in
markets. In order to carry out the business function effectively, it is essential to provide well
satisfactory services to customers. These marketing functions are quality customer services,
consumer tastes and preferences, advertisement and market research, development of products
and lastly, sales. Thus, the roles has been presented in following context as are-
Managing the brand:
The marketing manager of McDonald's has a prime role of creating awareness of the
brand by defining roles and responsibilities of each employee. To manage the brand effectively it
is one of the essential aspect of marketing as it works as to utilizes the sophisticated techniques
to boost value of commodity in market. With help of effective marketing strategy to maintain
brand works as to enhance the price commodities and build devoted customers utilizing
technique as affirmation with images and key messaging etc.
Conduct campaigns for marketing:
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McDonald's has an effective management team proactively engaged in various campaigns
and advertisement which impact their sales margins and growth prospects. Creating promotional
campaigns and advertisement is essential to enhance brand image thereby generating revenue for
the company as sales would increase.
Indulge in promotional activities:
The marketing department of McDonald's is thoroughly involved in promotional
activities which imply advertisements of the core products of the company which enhances sales
and reduces cost of advertise.
Monitor social media marketing:
The manager outperforms his role of managing various search engines and takes
feedback to improve its products and overall brand image. However, the use of Facebook, twitter
and other social media platforms have enable the facility of feedback and reviews by the
customers which helped McDonald's in correcting and maintaining quality of products.
Manages suppliers:
It is a crucial role which undertakes procurement of raw materials from a genuine
supplier of quality product. As McDonald's is a food based chain it needs to consider health and
safety of their customers so as to add value to the brand.
Marketing department personnel has to fulfil certain obligation towards the organisation
in order to achieve competitive advantage. The marketing functions of McDonald’s take into
account various responsibilities by integrating with other departments so as to carry out activities
efficiently. Moreover, the manager of McDonald's has responsibilities such as:
Conduct research:
The marketing department works as to conduct market research in area where it can be
possible to full fill the wants of customers in bets possible manner. This is one of effective
technique that helps to access the demand of market. In addition to it, Marketing research will be
conducted on basis of identifying rivalries and their services so that product modification can be
done in innovative manner.
Development of product:
The changes in commodities are necessary in terms to gather the attraction of customers
in market. It is need to be done in accordance with wants of buyers. With help of modification in
existing products the entity can able to add attractive points so it can enhance the value of
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commodity in market. The taste, size, wants of buyers and products or rivalries should keep in
mind at the time of having development in products.
Control effective communication:
The personnel responsible for marketing should provide accurate and concise
communication to its employees which will help in achieving targets effectively.
M1. Analysing roles and responsibilities of marketing department of McDonald's.
The roles and responsibilities of the marketing function of McDonald's is a crucial task
performed by the marketing team directed by the manager. The manager has sole responsibility
to report to the top manager directly in case of any problem. The marketing function includes
proper labelling and eco-friendly use of packaging needs to be undertaken.
Thus the marketing function at McDonald's creates an image which impel people to visit
the restaurant week after week as it has created its image as a place for families (Peter and
Donnelly, 2011). The company usually spend approx 850 million dollars on marketing and
promotional activities and is amongst the biggest food chain selling its products to 35000
locations in hundred countries and more.
P2 Impact of roles and responsibilities of marketing function on McDonald's environment.
McDonald's marketing environment comprises of both internal and external factors
which hinders decision-making and scale of operations of the company. The marketing
department has certain functions to be fulfilled in order to perform accurately by checking
environmental changes (Huang, 2009).
Being one of the largest fast food chain operating globally providing cheese burgers,
shakes, hamburgers, French fries, desserts and breakfast meals etc. has used marketing strategy
to create and add more value to the company. This type of branding done by the marketing
functions of McDonald's has created a prominent image in the minds of the consumers. Through
attractive labelling and effective communication technique it has achieved competitive advantage
in the market. The company though is faced by various technological, economical, social, legal
and political environment imbalances which impacts its performances.
The impact of marketing functions promote growth of the company by taking those roles
and responsibilities which enhances growth activities (Gummesson, 2011). The marketing
department at McDonald's is responsible for enhancing production so as to increase sales thereby
making profits which is an integrated responsibility of all the departments of the company.
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The various marketing concept taken into consideration at McDonald's helps in
successful planning and implementation of functions thereby undertaking current changes in
trends and recent developments in the environment. These concepts are:
Marketing concept:
McDonald's indulges in finding the tastes and preferences of consumer and then design
production of goods and services accordingly.
Societal concept of marketing:
It enforces the company to produce in accordance with environmental standards thereby
incorporation corporate social responsibility by each employee.
Product concept:
The company should emphasizes on quality and attributes of food product which
enhances customer satisfaction thereby maintaining there health and safety measures.
Selling concept:
McDonald's should use extensive promotional techniques so as to create awareness for its
products (Peter and Donnelly, 2011).
Production concept:
This should focus on excellent quality as well as low cost of production which will help
in achieving competitive advantage.
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(Source: Marketing management philosophies, 2018.)
M2 The interrelationship between marketing and other functional units of McDonald's.
The marketing department cannot achieve success by own its own and thus has to
coordinate with all the different departments of the organization. The marketing function of
McDonald's involve advertisements, promotions, sales, customer satisfactions, quality services
etc. which needs to be integrated with other departments in order to achieve targets effectively.
The marketing function can not perform on its on and has a close link with other functional
departments so as to achieve sustainable growth (Messaoud, 2013). To perform effectively and
efficiently the marketing function needs to collaborate with other departments such as IT,
finance, human resource in order to achieve targets and implementation of plans effectively.
The marketing function is involved in conducting research, formulating strategies,
planning and implementation of various projects thereby controlling activities. The marketing
function to perform all these activities needs assistances from other functional units such as
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Illustration 1: Concepts of Marketing

financial help to carry put research, human resources for production of goods and sales
departments to identify the demand of a particular product. At McDonald's the marketing
department is engaged in developing marketing plans which needs cooperation from production
department regarding description of products to be produced.
D1 Key elements of marketing function and their relationship with other functional units.
The marketing function of McDonald's involve various key elements which needs to be
accomplished integrating other department functions in order to achieve the said targets. The
marketing department is responsible for carrying out certain roles and duties essential for proper
planning and implementation (Jenyo and Soyoye, 2015). These key elements of marketing
function includes :
Conducting research:
This the foremost step which involves research about customers tastes and preferences as
well as market research about the demand and supply of products by the manager at McDonald's.
It is a crucial step of marketing department which helps in generating valuable information
which further assist in production process and delegation of services.
Formulation of Strategy:
The formulation of strategy is vital for accomplishment tasks of production thereby
producing quality food products at McDonald's. It is based on the research conducted about the
market place and customers and then making strategic plans to meet objectives.
Planning and implementation:
This step involves crucial planning by involving other departments as well in the process.
It undertakes planning of finance, forecasting sales, preparing distribution channels and effective
communication transmission is done.
LO2
P3 Different marketing mix applied to marketing planning of McDonald's.
The firm should perform its function in effective manner that works as to achieve
business goals effectively and efficiently. Marketing mix is technique that is one of tactical and
operational part of marketing plan. The process of marketing mix will be inclusive if terms as
price, place, product and promotion. It is one of the effective that aids to formulate products and
service for their customers. In addition to it, it is comprehensive business process that inclusive
of design, development, production and promotion. In addition to it, marketing is one of multi
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discipline approach that affects the firm endeavour and to each the needs of customer in market.
It is uses by buyers to promote the brands in market. In order to conduct marketing planning
effectively it is essential to deal with 7 P's with having effective comparison of KFC. It has been
discussed in following manner as are-
Marketing Mix Mcdonald's KFC
Product It is one of the leading fast
food chain in the world. It deal
in commodities as are
hamburgers chicken,
cheeseburgers, salads and
fires. This firm also provides
diverse products range to its
customers with help of putting
focus over needs and wants if
vegetarians. They also
provides happy meal for
children and it is great seller
among others.
It specially deal with fried
chicken served in various
forms. This firm is taking
initiatives in terms to develop
modification in products with
help of garlic marinade, double
dipping the chicken.
Price The perception value of
customer is one of essential
element in terms to
determinant of price charged.
If the firm charged low price
as a marketing low that
customers starts to make
assumption as quality of
products are being
compromised. Thus, it is one
of the essential aspect to be
fully aware of the brand and its
The products at KFC is
available at affordable price
rates. In this term, they need to
develop the strategy so that
there can be effective
comparison between differed
markets. In addition to it,
target segment in KFC is
families of young people in
urban as well semi urban
location. The price of this
products are comparable to the
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integrity in market. They
targets the customer as young
teenagers who give major
focus over quality and brand
image of products. The quoted
firm adopts various price
building strategies that can
attract the customers in
market.
priced of competitors. This
firm also provides attractive
discount offers so that it is
possible to gain competitive
advantage.
Place McDonald's restaurant can be
easily found in 110+ counties.
It is firm that allows customers
to derive through services with
facilities as indoor and outdoor
seating and counter service.
This enterprise also use
technical advancement as
digital ordering and offers free
mobile charging and table
services to maintain high
quality standards.
The KFC is presently located
in 125 countries. It is attractive
by many customer as it
maintains high standard of
quality. Thus, may factors as
customers, business climate,
quality of labor helps to
enhance the value of the firm
in the market.
Promotion Mcdonald's has also spent
huge money on advertising
campaign. This firm has never
uses any negative campaign
against their customers. This
firm mainly attracts many
customer as it provides high
quality products at lower price.
Presently, Mcdonald's uses I'm
KFC has its own website as
well as presence in social
networking websites as
Facebook, Twitter Instagram
and You tube etc. This firm
also uses the print as well
broadcast media for
advertisement. They also use
promotional techniques as
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Loving it branding campaign
that as created by Heye and
partner.
billboards and hoardings on
internal city roads as well as
highways for advertisement.
People Mcdonald's staff greets their
customer with cheerful way
and addressing each need of
customer effectively. They
also provides assistance to
customer in making selection
of order. Thus, Hygiene is one
of essential aspect that
followed by quality and
service.
KFC believe in terms to
provides fresh and highest
quality meals at the affordable
price. Thus, staff at KFC
provides special training
relates to customer service and
communication.
Physical evidence KFC is started serving dried
chicken in cardboard bucket
and now its became tradition.
This firm has executive
offices, research and
development facilities.
The attributes of Physical
evidence displayed as speed of
services, hygiene, quality and
cleanliness. To maintain the
level of transparency they can
visit the kitchens, see the
process and meet the cook.
Process The firm uses the innovative
technical advancement for
cooking the products
effectively and to maintain
high quality standards.
The process of KFC is to near
the store locator with limited
menu at locations such as
filing of stations, convenience
stores, themes marks etc.
Product:
The term product refers to anything tangible which could be offered to the customers
beyond their expectations and includes both goods and services. The McDonald's sells
hamburgers, chicken products, cheeseburgers, breakfast items, soft drinks, milkshakes, desserts,
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salads, smoothies, fish wraps and fruits. The company has been in partnership with coco-cola for
supplying beverages to the company. The company has positioned its products in the minds of
consumers as fast food with nutrients which has helped increased its total sales.
Price:
The pricing strategy of McDonald's is another major function performed by marketing
department. The pricing strategy used by McDonald's is psychological pricing which have a
huge impact on buyers to give preferences to McDonald's meals over other brands. Price being a
major factor of marketing mix implies it tends to rise with improved quality. The company
involves price bundling strategy as well which attracts children and adults majorly.
Place:
Located in more than 110 countries with 36000+ outlets, McDonald's provide services
like drive through, indoor and outdoor seating and counter services. Apart from this, it also
provides their customers the facility of digital ordering and free mobile charging and table
service (McQuarrie, 2014). They have different styles and formats of restaurants such as
McDrive, McCafé, McExpress, McDonald's Next. The company has stringent health and safety
rules and has banned smoking inside any of its restaurants.
Promotion:
McDonald's is engaged in aggressive promotion of there products through newspapers
ads, journals, magazines, TV ads, billboards and various sponsors etc. Many sporting events like
Olympic games, Little league and FIFA world cup has been sponsored by McDonald's.
McDonald in 1994 officially sponsored FIFA world cup (Malhotra, 2015). Though Television is
the prime source of promoting McDonald's products it has spend huge expenses on promotional
activities.
People:
It comprises of human resources who play dynamic role from accomplishing
manufacturing activities till sale of finished products. The people are an important marketing mix
element. The human resources as well as customers of McDonald's has been receiving privileged
services since its inception. The employees provide quality and friendly services to its customers
which enhances their satisfaction. Fast and quick delivery services is the prime objective of the
company.
Process:
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