Elite Education, Term 4 2017: BSBMKG502 Marketing Mix - McDonald's

This assignment analyzes McDonald's marketing mix as part of the BSBMKG502 unit, focusing on establishing and adjusting the marketing mix. The analysis covers key characteristics of McDonald's products and services, identifying their significance in the market, particularly the high-quality products, innovation, and transparency. It reviews McDonald's pricing strategy, highlighting its value pricing approach targeting middle and lower-income consumers. The assignment explores the significance of promotional methods, using campaigns such as "Have you done your break?" to demonstrate the company's communication strategies. Furthermore, it examines McDonald's customer base, emphasizing the importance of internal marketing and employee motivation. The document adheres to the assessment guidelines, including fairness, flexibility, validity, and reliability, providing a comprehensive overview of McDonald's marketing strategies and their impact on market outcomes.

Assessment Summary Sheet
• This form is to be completed by the assessor and used a final record of student
competency.
• All student submissions including any associated checklists (outlined below) are to be
attached to this cover sheet before placing on the students file.
• Student results are not to be entered onto the Student Database unless all relevant
paperwork is completed and attached to this form.
Student Name:
Student ID No:
Final Completion Date:
Unit Code: BSBMKG502
Unit Title: Establish and adjust the marketing mix
Please attach the following documentation to this form Result
Assessment Week 5 Practical case scenario brief analysis S / NYS / DNS
Assessment Week 7 Practical case scenario brief analysis S / NYS / DNS
Final Assessment Result for this unit C / NYC
Feedback is given to the student on each Assessment task Yes / No
Feedback is given to the student on final outcome of the unit Yes / No
Student Declaration I have been assessed
in a fair and flexible manner. I understand
Assessor Declaration: I declare that I have
conducted a fair, valid, reliable and flexible
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that the Elite Education Vocation Institute’s
Student Assessment, Reassessment and
Repeating Units of Competency Guidelines
apply to these assessment tasks.
assessment with this student, and I have
provided appropriate feedback.
Name: Name:
Signature:
Signature:
Date: Date:
Assessment Cover Sheet
Assessment Week Five Details
Term and Year Term 4 2017
Assessment Type
Due Date Class Room
Student Name:
Student ID No:
Date:
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Qualification : BSB50215 Diploma of Business
Unit Code: BSBMKG502
Unit Title: Establish and adjust the marketing mix
Assessor’s Name
Student Declaration: I declare that this
work has been completed by me honestly and
with integrity. I understand that the Elite
Education Vocation Institute’s Student
Assessment, Reassessment and Repeating
Units of Competency Guidelines apply to
these assessment tasks.
Assessor Declaration: I declare that I have
conducted a fair, valid, reliable and flexible
assessment with this student, and I have
provided appropriate feedback.
Name: Name:
Signature:
Signature:
Date: Date:
Student was absent from the feedback
session.
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Assessment/evidence gathering conditions
Each assessment component is recorded as either Satisfactory (S) or Not Yet Satisfactory
(NYS). A student can only achieve competence when all assessment components listed under
procedures and specifications of the assessment section are Satisfactory. Your trainer will
give you feedback after the completion of each assessment. A student who is assessed as
NYS is eligible for re-assessment. Should the student fail to submit the assessment, a result
outcome of Did Not Submit (DNS) will be recorded.
Principles of Assessment
Based on Clauses 1.8 – 1.12 from the Australian Standards Quality Assurance’s (ASQA)
Standards for Registered Training Organizations (RTO) 2015, the learner would be assessed
based on the following principles:
Fairness - (1) the individual learner’s needs are considered in the assessment process, (2)
where appropriate, reasonable adjustments are applied by the RTO to take into
account the individual leaner’s needs and, (3) the RTO informs the leaner about the
assessment process, and provides the learner with the opportunity to challenge the
result of the assessment and be reassessed if necessary.
Flexibility – assessment is flexible to the individual learner by; (1) reflecting the learner’s
needs, (2) assessing competencies held by the learner no matter how or where they
have been acquired and, (3) the unit of competency and associated assessment
requirements, and the individual.
Validity – (1) requires that assessment against the unit/s of competency and the associated
assessment requirements covers the broad range of skills and knowledge, (2)
assessment of knowledge and skills is integrated with their practical application, (3)
assessment to be based on evidence that demonstrates tat a leaner could demonstrate
these skills and knowledge in other similar situations and, (4) judgement of
competence is based on evidence of learner performance that is aligned to the unit/s
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of competency and associated assessment requirements.
Reliability – evidence presented for assessment is consistently interpreted and assessment
results are comparable irrespective of the assessor conducting the assessment
Rules of Evidence
Validity – the assessor is assured that the learner has the skills, knowledge and
attributes, as described in the module of unit of competency and
associated assessment requirements.
Sufficiency – the assessor is assured that the quality, quantity and relevance of the
assessment evidence enables a judgement to be made of a learner’s
competency.
Authenticity – the assessor is assured that the evidence presented for assessment is
the learner’s own work. This would mean that any form of plagiarism or
copying of other’s work may not be permitted and would be deemed
strictly as a ‘Not Yet Competent’ grading.
Currency – the assessor is assured that the assessment evidence demonstrates
current competency. This requires the assessment evidence to be from
the present or the very recent past.
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Resources required for this Assessment
• All documents must be created using Microsoft Office suites i.e., MS Word, Excel,
PowerPoint
• Upon completion, submit the assessment via the student learning management system to
your trainer along with the completed assessment coversheet.
• Refer the notes on eLearning to answer the tasks
• Any additional material will be provided by Trainer
Instructions for Students
Please read the following instructions carefully
• This assessment is to be completed according to the instructions given by your assessor.
• Students are allowed to take this assessment home.
• Feedback on each task will be provided to enable you to determine how your work could
be improved. You will be provided with feedback on your work within 2 weeks of the
assessment due date.
• Should you not answer the questions correctly, you will be given feedback on the results
and your gaps in knowledge. You will be given another opportunity to demonstrate your
knowledge and skills to be deemed competent for this unit of competency.
• If you are not sure about any aspect of this assessment, please ask for clarification from
your assessor.
• Please refer to the College re-assessment and re-enrolment policy for more information.
Procedures and Specifications of the Assessment
The candidate must demonstrate the ability, knowledge and skills to evaluate each component
of the marketing mix and determine a suitable marketing mix for specific markets, as well as
monitor and adjust the marketing mix.
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The candidate is to write a brief on the marketing mix in their own workplace or a workplace
that they are familiar with. The brief should address the evaluation of all components within
the marketing mix and marketing performance. The brief is to be presented to the class.
The brief and the presentation should consider the key characteristics of the product, the
promotion methods and each component of the adjusted marketing mix. The brief needs to
evaluate the contribution made towards the organisation’s marketing objectives, strategies
and desired positioning.
Your assessor will be looking for a brief that:
• addresses each point of the procedure described above
• establishes the marketing mix for a specific market
• evaluates each component of the marketing mix
• demonstrates the monitoring and adjusting of the marketing mix
• demonstrates culturally appropriate communication skills to relate to people from
diverse backgrounds and people with diverse abilities
• contains the literacy skills needed to analyse market information, write in a range of
styles for different audiences and interpret requirements
• contains the numeracy skills to interpret test results and to manage marketing budgets
• demonstrates organisational and time management skills to design and adjust a
marketing mix.
Candidates must demonstrate their knowledge of:
• key provisions of relevant legislation, codes of practice and national standards that
affect business operations
• organisational policies, procedures, products and services
• principles and concepts of marketing such as buyer behaviour and the analysis of
elements of the marketing mix
• numeracy techniques.
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Assessment Week 5
Research the
marketing of the
company’s
products or
services of your
choice
McDonald is the most extensive fast food restaurant in the United
States. Among the products that they have, the top menu list
comprises of French fries cheeseburgers, and Hamburgers .they are
well known too for their desserts: apple pie .the ethical and social
responsibility policies put forth by the company has placed them at a
competitive edge. The policies comprise of nurturing talents and
rewarding employee’s achievements as a way of having them
committed to the success of the company. The company has placed
its customer's satisfaction at the core their daily activities. The
company is focused on maintaining the high degree of standards of
the regular business conductivity (B, 2017). All these policies have
enabled the company to enjoy a competitive advantage over its
competitors. The company has employed various strategies that make
it be differentiated from its competitors. The company delivers an
involvement to its customers through its trademark “quality service,
cleanliness and values” (Marketrealist.com, 2017).The company uses
plan to win strategies. The plan focuses on quality of service offered
to the customer through 5ps.product, place, people, price, the
promotion. The company applies the three leg stool plan, whereby
this comprises of, supplier, customer, and
employees(Marketrealist.com, 2017).The knowledge of this tool is
that all the three variables are dependent on each other since without
one leg a stool cannot stand.
The company is a risk taker business has several measures for risk
management. They have an assessment tool that determines the risk
their business is exposed to in every country they operate. The
company ensures the safety of the employees and customers during
work time, through monitoring of the security cameras installed in the
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company.
Identify the key
characteristics of
the products
and/or services and
their significance
to the market.
McDonald products have been able to display three characteristics
that have enabled it to survive in the market. The first constituency in
producing high-quality products and services. It does not matter the
McDonald restaurant that you visit in Australia or America, the
experience of customer service is the same and product have same
excellent quality. Customers know their expectations on different
products when making a purchasing decision. The efforts placed on
efficiency and continuous high-quality production of the product has
enabled the company stays in top culture. Secondly, Innovation.
Continuous improvement on the product has been a critical customer
attraction to the company. The company products have gone through
an evolution over the years in conjunction with the preference of their
customers. Lastly, transparency of the product production and
services has enabled the company to be trustworthy by its customers.
Through learning that the customers have the upper hand in the
current market. The company has launched a campaign to ensure
transparency, “our food your questions” (Bailey, 2017).
Review pricing
policy and analyse
pricing variables to
determine their
effect on the
market.
The most important part of the marketing mix is price strategy. The
price comprises of product prices and discounts on products and
mode of payment available. Pricing of a company product decides its
revenue it will accrue in the end. The McDonald price strategy was to
set to target the middle class and lower-income people. McDonald
has a particular value pricing such as happy price menu, family meal,
happy meal with the aim of increasing the sales of its product.
Analyse the significance to market outcomes of:
Promotional The promotional mix defines the strategy to be used for effective
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methods
communication with the customer and various method of
communicating with the consumers. Mcdonald promotes their
product to reach a larger audience of customer’s .However it has also
created differentiation in the mentality of the customer through their
service. For example, campaign done in 2013 about has you done
your break (Slideshare.net, 2017)? The idea of this campaign was to
bring to the attention of its consumers who were an office worker and
wanted to grab a quick lunch because of too much work at their desk.
The complaint aimed to bring to the attention of its workers on how
fast the work services can be offered to the customer by McDonald.
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Customer base
The company believes that a successful internal marketing can lead to
successful external marketing. The internal marketing of the company
includes the training, motivating, hiring employees. Through this
way, the company can happily server its customer resulting in
satisfied customers.
The company considers all factors that influence the purchasing
choices of the consumer. The buying choice can be most affected by
large elements than the product itself.
Channels of
distribution
The channel distribution in the management range of process is
engaging in distributing the products to the end customer. This
strategy has been adopted by McDonald Pakistan and is providing
their customers with places where they can get the products. The
Pakistan restaurant has brick and motor and online retail for selling
the product. The restaurant in Pakistan has generated more sales
revenue as compared to other places where the product is being
provided.
Level of customer
service provided
McDonald understood its customer behavior and provided products
that meet their demand. The company has offered a wide variety of
choice to its customers. Customers have various ways of how they
want to spend their money based on their needs. McDonald has
addressed this issue by providing the customers with a choice
(Slideshare.net, 2017). The company has always created a menu of
what the company offers and prices alongside. McDonald places keen
observations of consumer taste and preference. They achieve this
through new products introduction and doing away with the old ones,
which are not performing well in the market.
Establish the marketing mix components on areas such as:
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