Marketing Report: Roles, Mix, and Planning for McDonald's

This report provides an in-depth analysis of McDonald's marketing strategies, examining the key roles and responsibilities within the marketing function. It explores how McDonald's utilizes various advertising tools, such as social media and the internet, to promote its products and services, aiming to enhance its market reputation and attract customers. The report details the marketing mix, comparing McDonald's strategies with those of Burger King, and analyzes the marketing planning process to achieve business objectives. It also includes a comprehensive marketing plan, considering both internal and external factors influencing marketing activities. The report emphasizes the importance of understanding the competitive landscape, identifying target markets, and conducting market research to adapt to consumer needs and preferences. The analysis covers the relationship between marketing and other functions within the organization, such as production, human resources, and sales, to ensure coordinated efforts towards achieving business goals. This detailed examination offers insights into how McDonald's maintains its market position and competes effectively within the fast-food industry.

Marketing Essentials

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1. Key roles and responsibilities of marketing function.......................................................1
P2 Roles and responsibilities of marketing relating to McDonald's......................................3
M1...........................................................................................................................................5
M2...........................................................................................................................................5
D1...........................................................................................................................................6
TASK 2............................................................................................................................................6
P3Marketing mix to marketing planning process to achieve business objectives..................6
M3...........................................................................................................................................9
TASK 3............................................................................................................................................9
P4 Marketing plan..................................................................................................................9
M4.........................................................................................................................................12
D2.........................................................................................................................................12
CONCLUSION..............................................................................................................................12
REFERENCES..............................................................................................................................14

INTRODUCTION
Marketing is essential part through which company is able to grow and develop with
time. Superior uses various advertising tools such as social media, internet to promote and
inform people about products and services offered by them. This help firm to enhance their
market reputation and thereby enhance sales by attract customers (Pike, 2015). Present report is
based on Mc Donald which is a fast food restaurant, famous for their variety of burgers offered
to people. Company is able to attract customers as they deliver quality food items and at
reasonable prices. This assignment basic aim is to specify roles and responsibilities of marketing
function; through which firm is able to make system function properly. Besides this comparison
of marketing mix between Mc Donald and Burger King is also being highlighted. Thus, firm
goals and objectives are attained within specified time and superior is able to compete with their
rival brands.
TASK 1
P1. Key roles and responsibilities of marketing function
In every organisation, marketing department plays important role; communicating
information to people about their offerings. By using various advertising tools to promote
products and services, making customers acknowledge about existence of items. Salespeople
require to have complete knowledge about firm offerings, features and benefits. They require to
have adequate skills through which they are able to induce buyers to purchase products by giving
them efficient presentation (Malhotra, 2015). So, firm can generate adequate profit and thereby
expand their business operations to fulfil need and wants of people. These are various roles and
responsibilities which are conducted by marketing department of Mc Donald are as follows:
Exchange of goods: In companies administration take care that they have adequate
resources available; to manufacture products in according to need and wants of people. Thereby,
providing offering through which adequate firm is able to generate adequate profit. As in Mc
Donald, raw material which is used by management to produce food items is being directly
exported to restaurant from factory. This company had used franchising to expand and set up
outlets in different nations. Through this they are able to increase their customer base by
providing food items in various countries. By providing products according to tastes and
preferences through which customers need are attained timely. Henceforth, by using various
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marketing tools to attract people by informing them about different beverages and all items
offered by them.
Understand competitiveness of industry: Executive require to formulate strategies and
policies; through which manager is able to make system function according to trends prevailing
in market (Baker and Saren, 2016). By conducting market survey to enquire about people
demands and of products offered by rival brands. So, firm progress and make adequate profit by
accomplishing targets timely.
Find out what customers want: Firm require to provide products and services in
according to requirement of people. As in case of Mc Donald, they provide food items which are
liked by numerous clients. Manager evaluate taste and preferences of customers, thereby offering
products accordingly. This benefit them to utilise resources efficiently and generate adequate
profit for company.
Competitive environment: There are various firms which offer same kind of offerings to
people. So, it is essential that management take care that they provide goods and services in
according to customer requirement. Hence, Mc Donald offer food items at reasonable rates
through which they are able to position themselves superior than rival firms.
Assistance in distribution system: Firm require to provide offerings in different locations
through which they are able to attract large number of people. As Mc Donald has set up outlets
in various countries through which they offer food items to customers which are spread
geographically.
Building and maintaining demand: Management require to offer products and services
in according to need and wants of people. They should inform public about their offerings and
new items that they have launched in market. Hence, Mc Donald is able to enhance their revenue
by providing food items in respect to tastes and preference of customers.
Find target market: Superior require to segment public in various division such as age,
gender, income, religion and so on. They require to take care that they are offering in according
to need and wants of people (Babin and Zikmund, 2015). By communicating strategies and
policies to staff members, so that they attain targets within specified time frame.
Market research: This helps firms to anticipate demand of people and enquire about rival
firms offerings. As Mc Donald is a restaurant, so it is essential that they conduct market survey
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to know about tastes and preference of customers. Thereby, making changes in their food items
and adding new variants through which they are able to enhance their market position.
Developing management information systems: Administration formulate strategies and
policies, through which they are able to direct and make system function properly (Baker and
Magnini, 2016). So, by examining information about progress of firm and offering products and
services according to people demand.
Synchronisation of objectives: Executive require to formulate plan and programmes for
company. This will help them to direct staff members and make them perform activities through
which firm goals and objectives are accomplished within time frame. As Mc Donald is popular
all over world, so it is required that superior frame objectives for all outlets spread in various
countries. This makes tough for executive to manage business properly.
Assistance to research and development department: Firm require to have information
about need and wants of people; so that they manufacture goods accordingly. R&D department
helps company to fulfil requirement of customer and to position themselves superior than rival
firms.
Growth of business: Company fulfil requirement of people by providing them goods and
services accordingly. This help firm to progress and prosper in marketplace by accomplishing
targets timely. As Mc Donald has set up outlets in different countries, through which they are
able to generate adequate profit for their business.
P2 Roles and responsibilities of marketing relating to McDonald's
In firm, executive divide members in various department, so that they perform tasks
through which goal and objective are accomplished. As marketing team is responsible to frame
message to inform people about all their offerings. They require to have good connection with
logistic, so that goods are delivered and available for customers when they require them. Thus,
enterprise is able to generate adequate profit and enhance image in marketplace.
Organisation which are having branches globally will have huge and complex activities
to be carried. Executive require to coordinate finance department with other units so that
adequate products are available with them (Griffitts, 2016). By matching demand with supply, so
that firm is able to sustain for longer period of time. Marketing department require that they have
sufficient funds through which they are able to advertise offerings; thereby induce people to
purchase items as per their demand. So, superior can take loan from various financial institution
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through which they are able to expand business operations. Henceforth, firm is able to improve
their reputation and position themselves superior than competitors.
Marketing team require to have sufficient funds through which they are able to execute
activities properly. As they are able to direct manufacturing unit by informing them about people
need and wants. It is necessary that they have connection with finance department, so that their
performance is not affected.
As in case of Mc Donald, manager conduct market survey to enquire about taste and
preference of people. Thereby, offering food items accordingly through which they are able to
make adequate profit and compete from rivals firms. By evaluating market conditions and adding
new variants and flavours in menu. This will benefit company to increase their customer base
and earn adequate revenue for their business.
Relationship between marketing and production function: Manufacturing unit require
information about need and wants of people, so that they are able to offer adequate goods in
market (Ryan, 2016). As marketing team have knowledge of customer requirement and rival
firms offering. So they are able to direct and make staff members produce quality products. Mc
Donald offer food items according to taste and preference of people. Hence, they are able to
generate adequate profit for their business.
Relationship between marketing and human resource function: Every firm require that
they have sufficient staff members available, through which they are able to carry out business
activities properly. Employer also take care that they position candidates in according to their
capabilities. By conducting sessions and providing adequate skills to marketing team, through
which they are able to attract customers. They require to remove issues and take care that
employees are functioning well.
Relationship between marketing and purchase function: Company require that they
have sufficient raw material available, through which they are able to adequate goods are being
produced. As, marketing team inform superior about customer requirement so that firm is able to
offer products accordingly. As in context of Mc Donald, superior take care that they have
material available through which they are able to provide quality food items to people.
Relationship between marketing and sales function: These two terms comprises diverse
activities, which are to performed by staff members through which adequate sales are generated
(Pappas, 2017). Marketing team frame message and broadcast through various channels to
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inform people about existence of their offering. While sales members communicate with
customers about product, its features and benefits. This help firm to enhance their profitability by
improving their image in marketplace.
Henceforth, it can be concluded that company is able to generate profit by offering
adequate products and services to customers. Marketing team convey information to people
about items, through which they are able to attract buyers to purchase as per their need and wants
(Dessain and Zeuch, 2015). They require that they have sufficient funds through which they
promote offerings properly. So, firm is able to accomplish goals and objectives by making
system function effectively.
M1
Marketing activities of firm is being impacted by internal and external factors; manager is able to
regulate some elements while other are not controllable. So, by eliminating problems from
surrounding and taking care that business activities are being conducted smoothly.
Marketing segment: Age, gender, income, caste and religion are used to divide market,
through which firm offer products according to requirement of people. By providing variety of
items through which enterprise is able to increase their customers and thereby make adequate
profit for their business.
Strategy: Superior formulate policies and program through which they are able to direct
staff members. By making employees function effectively, so that targets and goals are
accomplished properly.
Planning: Executive make plans which are to be executed by manager and take care that
they make employees carry out adequate activities. Firm require to offer goods and services in
according to customer need and wants, so that they are able to attain targets timely.
M2
Marketing team require to have connection with all other department such as HR, finance,
production and sales. By offering products and services in according to customer requirement, so
that they are able attract and induce buyers to purchase items. This will benefit company to
enhance their reputation in marketplace by making relationship with customers. Hence,
organisation goals and objectives are attained and thereby they are able to compete with rival
firms.
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D1
In firm, all department require to coordinate their activities so that targets are complete within
specified time frame. By providing quality products and services and at reasonable rates through
which customer requirement are completed. This help company to generate adequate revenue by
increasing their customer base and attracting them to purchase items as per their need and wants.
TASK 2
P3Marketing mix to marketing planning process to achieve business objectives
Product, price, place, promotion, process, people and physical evidence are marketing
mix which require to be designed by superior; so that company is able to generate adequate profit
for their business (Brychkov and Domegan, 2017). This benefit executive to make system such
manner that employees function effectively and complete tasks within specified time frame. So,
firm goals and objectives are attained. This is explanation of 7 Ps of Mc Donald and Burger King
are stated beneath:
7Ps McDonald Burger King
Product It is one of a worlds leading
restaurants of fast food. It
primarily sell drinks, burgers,
breakfast, chicken &
sandwich, sides & snacks,
fries etc. it gives many options
to their consumers. For
example, Egg Mc-muffin,
Hash browns, Vanilla shakes,
Baked apple pie, Strawberry
Sundae, Hot Fudge Sundae,
McCafe etc. are the products
offered by a company.
They manufacture
cheeseburgers, hamburger,
onion rings, bacon, mustard,
salads, fries etc. they had set
their own part from their
competitors which is “have it
your way” theme which make
an particular person allows for
each order with a various
option cheese, mustard, etc.
this organisation has signed a
licence dealing with ConAgra
Foods Lamb Weston which
outcomes will give a retail line
in US including Wal-Mart.
Price McDonald's use a broad range Due to claiming of franchise
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of techniques of pricing for
selling their products. Loss
leader, price discrimination,
cost plus pricing, going rate
and value pricing are some of
famous techniques of pricing.
Main aim of company is that
every particular customer has
to give food at a competitive
value driven cost for buyers.
they have to decreases their
cost from companies profit.
Among their franchise they
became again popular through
promotion of $1 double
cheeseburger. They also plans
to give drinks in summer of $1
for alternate offer to
McDonald's.
Place Place means to distribution.
Strategies of distribution is
where organisation gets its
products to buyers.
McDonald's are using various
strategies of distribution in
various countries. They offer a
home services in certain
countries as it is not available
in many countries. They
provide their services 24 hours
a day.
They operates their enterprise
through franchises, in a
arrangement of franchise, they
invest on equipments like
seating, decor and signage.
While organisation leases or
owns the building and land. It
generates revenues with 3
sources which are royalties,
fees of franchise and
organisation restaurants. It
occupies in primary locations.
Promotion Advertisements of McDonald's
are most notice because of
their tactics of promotions.
They use magazines,
televisions, newspaper,
internet and many others way
to communicate with their
consumers. This organisation
Company is having a big value
menu $1 show of talent which
offers their consumers to show
their talent through videos
which are submitted by them
with a target of winning a item
of menu. They also launched a
biggest product of an year.
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use different techniques of
promoting sales.
People Approx 97,000 employees
work in enterprise in Northern
Ireland and UK. 70% of
restaurants are operated and
owned by women and local
businessman. McDonald's
invest £40 millions on workers
development and training each
year in UK.
Executive Chairman of board
and Chief executive officer of
burger king is John W.
Chisley. They have served
capacity of CEO in 2008. In a
year of 2009 magazines of
black business name burger
king which is one of a 40 best
organisations for diversity.
Process Process means set of activities
for gaining something.
Organisation has undertaken
many activities for product
delivery to consumers. Its
process of food is completely
transparent which is visible to
consumers.
Their strategy is to
concentrate the segment of
consumers which are ready to
spent much cost on restaurants.
These women and men visits
chains of fast foods burgers on
almost average of 10 times in a
month. In recent time they had
concentrate on markets fresh
strategies and adding of
restaurants. Company had
added their 400 restaurants in
last three years.
Physical Evidence It is an last components of
marketing mix which refer to
consumers experiences and
physical environment visitors.
It impacts not only on
consumers impressions but
This organisation is based
upon Florida, suburdan Miami
operates more than 11,900
restaurants in 50 states
involving 122 in Arizona, 547
in its home state of Florida and
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also a way of company
functioning. Enterprise
restaurants are so hygienic and
clean and attractive interiors
outlets.
107 in Alabama. It is having a
presence of internet through
BK.com website. This sites
gives information of
organisation like as burger
king history of video, stock
information and press releases.
M3
In firm, executive require to formulate mission, vision and objectives, through which
organisation is able to progress and success with time. By making strategies through which
company increase their customer base. Management manufacture products as per requirement of
people and informing them about products and services offered by them. They should set
reasonable prices, so that they are able to induce buyers to purchase items easily. Hence,
company is able to enhance market share and to position themselves superior than rival firms.
TASK 3
P4 Marketing plan
Manager formulate marketing plan which specifies information about all tasks which are
to be carried; to promote and advertise products and services. By communicating people about
firm offerings and attain targets timely (Ojadonor, 2017). Through this they are able to direct
staff members by informing them about tasks which they require to carry out. By making
subordinates function properly and delivering items in according to customer requirement. These
are various components which manager consists while framing marketing plan are stated
beneath:
Executive summary: Firm require to make effective plan through which goals and
objectives are attained within specified time. It is a necessity for every business organizations
that they make business plan in order to complete all targets in set time frame. If targets are
achieved then it will represents efficiency of scheme. consequently they can improvise their
outcomes and returns. it is a official paper that comprises all guidelines of firm that are related
with conduction of business operations (Kazmi, 2017). These guidelines are to be followed by
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