Analysis of McDonald's Marketing Mix and Strategic Planning Report

This report provides a comprehensive analysis of McDonald's marketing strategies, functions, and responsibilities. It begins with an introduction to marketing essentials, highlighting the key roles and responsibilities of the marketing function within McDonald's, including marketing information management, financing, selling, promotions, pricing, product service management, distribution, and information management. The report then delves into the role of marketing in relation to the wider organization, examining the interdependencies between the marketing department and other departments such as HR, production, manufacturing, research and development, administration, customer service, and sales. Furthermore, the report analyzes McDonald's marketing mix strategies, evaluating how the company plans its strategies to achieve its goals and objectives. The report concludes with an evaluation of a marketing plan for McDonald's, summarizing the key findings and providing insights into the company's approach to business development. The report utilizes various sources and examples to support the analysis.

Marketing essential

Table of Contents
INTRODUCTION...........................................................................................................................3
P1 Key role and responsibilities of marketing function for McDonald's ..............................3
P2 Role and responsibilities of marketing related to the wider organization for Mcdonald's.7
P3 McDonald's Marketing Mix Strategies...........................................................................11
P4 Marketing plan for McDonald's......................................................................................15
CONCLUSION..............................................................................................................................18
REFERENCES..............................................................................................................................19

INTRODUCTION
Marketing essential is basically the process or method that help for business purpose to
build the brand awareness in the marketplace but it is also beneficial for increasing the
production and sales. This report will discuss about the main key role and responsibilities of
marketing functions. McDonald's is the fastest growing organization that performed different
role for the purpose of achievements. They will perform different functions to achieve their goals
and objectives. Furthermore, this assignment will describe the role and responsibilities of
marketing which related to the organizational on the basis of scenario. This report will compare
the organization by using marketing mix for planning process to achieve the goals and
objectives. In this way, the firm will determine that which could do better in the business
development. At last, It will produce and evaluate the marketing plan for the McDonald's.
P1 Key role and responsibilities of marketing function for McDonald's
Marketing is a term that applied in the business for exchange the information to customer
and also creating a strong relationship with their potential customers. Marketing is the most
common things that applicable in the business process to manage their task in effective manner.
Marketing is an effective concept for sharing the information from one people to another by
using tool (Hassan and Dadwal, 2018). Sometimes, it can be identified that modern marketing is
less expensive than other traditional method. McDonald's use the social media platform and
marketing campaign to target the potential consumer those who are interested towards their
services and products. There are various type of role and responsibilities of marketing function in
McDonald's.
Importance of marketing-
 Marketing is beneficial for organisation to increase the awareness about the product and
service in marketplace. This will help for McDonald's to target the potential customer
towards the product and also identify customers those who are ready for purchasing the
product.
 It is also beneficial for organization to increase the productivity and profitability in
marketplace. McDonald's is applied the marketing campaign for promotion to build trust
and more customer purchasing the food product to the organisation.

 Marketing information management- It is basically continuous process for interacting to
the people, analyse, evaluate and gather process. Marketing information system is
accurately gathered all the necessary data that require for business process and marketing
team use the concept to improve the planning, control and implementation. McDonald's
is also applied the management information system to analyse, interpretation in both
ways external and internal sources. This process is distributed the relevant information to
the marketer who can take better decision regarding the operations such as distribution,
promotions, media and product development. This process will be collect the internal and
external records of McDonald's in proper manner. For Example- In McDonald's,
Illustration 1: Marketing functions
(Source: Seven marketing function. 2018)

marketing information system is required the manage overall report of product and
services. It is interrelated with the product management system to provide all the
collecting and storing in proper manner. Financing- It is act that providing the money for particular project development.
McDonald's is a leading brand for taking fund from the investors and banks for
development. In this firm, Manager is responsible person to handle all type financial
situation and conditions (Jones, 2017). They also manage the internal financial
management system to develop the proper budget, reporting and practices. In this way, it
also encourages for developing the process and build the practises. For Example- In
McDonald's, Financing cares about the pricing because they mainly focus towards the
productivity and profitability. Finance team is planning cost strategies for maximizing the
profit rate in marketplace. Selling- Selling is basically the prominent enterprise process whereas seller directly
interact with the organization. It takes place in different type of business such as fast food
services. McDonald's also sell their product in market by using distribution channel to
increase the productivity and profitability in marketplace. This organization will use their
own application to provide the facilities to customer where they can buy the product
through smart applications. For Example- Selling is a crucial part of McDonald's that
coordinated with the promotional team to gain attraction towards the product and
services. This organization is selling the product in market through the promotional
activities. Promotions- In the term of marketing functions, promotion is main part of organisation
to design and produce certain affects that help for increasing the goals of business
process. McDonald's is promoting their product by using publicity, advertisement and
other tactics etc. these are important role playing in the marketing. This will help for
convincing the customer towards their product or service. In McDonald's, it is necessary
for promotion to connect with the financial function that help for providing the fund for
the investment of technology. It also used the marketing tool that help for increasing the
productivity and profitability.

 Pricing- Pricing is main component of marketing to offer the best quality of product at
cheap price. McDonald's is also planning pricing strategies to maintain their demand in
marketplace (Kirkpatrick, 2018). They also give more option to customer on reasonable
price. Sometimes, Price and Quality should be directly proportional to the development.
In this way, McDonald's has increased the demand in marketplace. The quality is main
important factor that required for product management to increase their quality so that
many people buy the product in market. McDonald's always try to maintain their cost and
quality in proper manner. Product service management-It is a concept for changing and creating information about
the McDonald's. This organization offering various type of service to the customer by
using online website, applications. In this way, it can be managed the product services by
the specialist those who maintain their online catalog in proper manner. In McDonald's,
Manager always monitor the profit, sales and market share those who are meeting all
expectations or goals. The product service management is coordinated with the
distribution channel that associated with the supply chain to finish their production
afterwards, it will manage the services of product in proper manner.
 Distribution (Channel management)- Distribution is many group of activities that
associated with the supply chain to finish their product from the production line.
Distribution channel is a medium to deliver the best quality of good and service to the
consumers. In McDonald's, marketing team is responsible for maintain, sorting, storage
and transportation of product from manufacture to consumers. This type of channel
provide both pre sales and post purchased services in effective manner. For Example –
McDonald's, Distribution channel is coordinated with the sales team to store all the
details regarding the order, purchased product, delivery etc. All the necessary detailed is
provided to the consumer with the help of sales team.
Information management-
Information management is a type of cycle of company activities for performing different
function for growth and development. It also gathered the details from one or more sources and
also distributed the information those who are needed. In McDonald's, This cycle has
involvement of different stakeholders those who are responsible for assuring the accessibility,

quality and utility of information (Rubin, 2016). Information management is also beneficial for
organization handle the business operations and function with the help of information system.
This will help for organisation to control, organize, process and evaluate through information
management.
P2 Role and responsibilities of marketing related to the wider organization for Mcdonald's.
Marketing is a process that help for organization to increase their production and sales
but it is also responsible for manage their promotions of product in marketplace. For Example-
Marketing department is running the campaign that help for promoting the product and service in
marketplace. On the other hand, finance department is communicated with the marketing team to
collect all the details regarding the products. Afterwards, they can be planned the money
investment in new product development (Tan and Sousa, 2015). In this way, it can be said that
each and every departments are interrelated to each other. It is necessary for maintaining the
coordination between the different departments and also share the information in proper ways.
There are different type of organizational function as followings:

Illustration 2: Functional area in business organization
(Source: Function areas in organization. 2018.)

 HR Department- Human resource management is important part of organization to
handle the component of employees in the business. There are lot of responsibilities for
maintain the benefits, firing, payroll and hiring the new candidates etc. In McDonald's,
HR manager is becoming responsible to handle the policy, law and regulation for
employee. Human resource management is also maintained the leaves, attendance of
employee in the organizations. Human resource is coordinated with the marketing team
to identify that what are requirement and demand of consumers. HR manager is planning
the strategy for hiring the efficient employee to handle the business operations and
functions in proper manner. For Example- In McDonald's, Manager is maintained their
policy, terms and condition through Human resource. They always maintain the
information regarding the customer and employee. Production department- This department is responsible for produce the best quality of
product and service in marketplace. It is responsible for converting the input into the
outputs by using production process (Thompson, 2016). McDonald's also ensure that
manufacturing process run in properly and effectively. Manager is also planning and
organizing the production schedule on the basis deadline. Production team is coordinated
with the manufacture department to determine the raw material that applied for product
development. For Example- In McDonald's, The marketing team is providing the entire
information regarding the raw materials that needed for production of product in
marketplace. Manufacturing- This is main department of McDonald's to manufacture the best quality
of product and service in marketplace. The production manager is also chosen the right
raw materials which help for made the product effectively and efficiently. Research and development- This department plays important role in the product
development life cycle. This department allow for increasing the duties towards the
business operations and functions. Research and development team is planning strategies
to introduce new product in marketplace. McDonald's always believe in research and
development to analyse the requirement of customer. It includes cost of production, time
line and specifications etc. Research and development team can determine the latest
approach for innovation in the product development. Sales and marketing team provide
the innovative product that useful for increasing the productivity and profitability in

marketplace. For Example- In McDonald's, research and development manager is the
master of art and marketing team can master the art of possible. It helps for boost the
awarenesses about the values of customers. Administration- This department is backbone of the McDonald's that assists to maintain
the relationship between the different department. This will help for manage and
exchange the flow of information from one place to another. The main responsibility of
administration to ensure the performance of every department and creating link between
the higher authority and employees. For example- the administrator always maintain the
coordination with the different department such as marketing, sales, production and
manufacture etc. In this way, they can communicate and exchange the information from
one department to another. McDonald's is the firm where all the employee interacted
towards the different department to maintain the services. Customer Service- McDonald's always maintain their customer service because many
people choose the product by online mode (Tomczak, Reinecke and Kuss,2018).
Manager has responsibilities to identify that the chose of consumers. This department
also provide the suggestion to the customer regarding the products and services. In this
way, McDonald's is also fulfilled the need and requirement of clients. They also provided
the services such as taking incoming call, queries resolve etc. customer services is
coordinated with the marketing team to solve the issues and queries related to the product
or services. Marketing and sales- marketing team is try to promote the product and service through
tool or platform. These are different type of marketing tool help for increasing the
production in global world. McDonald's use the social media, Facebook to share the
information related to the new product. This will help for introduced new product and
their services by using marketing tool (Zuberi and Pelton 2016). Sales team always
maintain the overall purchasing details of particular products in proper manner. It is
useful for easily identifying the demand of customer in global world. Sales and marketing
team is used the information technology services to promote the product and services in
effective manner. It is coordinated with IT department to handle all the promotion related
to the products. For Example- In McDonald's, sales team is basically used the

information technology that help for easily provide the details to the customers by using
tool and platform. Finance department- This department can handle the overall budget of McDonald's in
appropriate manner. In this way, finance manager easily identified that what are overall
budget takes for the investment of new product development. For Example- According
to McDonald, Finance team is communicating with the sales team to identify the
estimation cost of product. In this way, finance manager is maintained the record and
information regarding the product sales and purchased. It is beneficial for organisation to
manage and control the financial condition.
 ICT- Information communication technology is mainly focused towards the transmission
of messages from one department to another. This will handle the information technology
department to provide the facilities for employee to share details of product one place to
another. ICT is the most common department that coordinated with the marketing team to
apply the new approach and innovative idea for growth or development. For example- In
McDonald's, it is required for better understanding where the employees are interacted
with the customer. This organisation is also investing money for the use of significant
amount of technology.
P3 McDonald's Marketing Mix Strategies
There are various ways by which McDonald's applies marketing mix strategies in order to
achieve the its business objectives are as follows:
Basis McDonald's Subway
Product: McDonald's is selling a wide
range of fast foods across the
world. Its product categories
includes cheeseburgers,
hamburgers, chicken
sandwiches, chicken
McNuggets etc. (Astuti,
Silalahi and Wijaya, 2015)
McDonald's also sells
Subway offers a wide range of
products in marketing mix
strategy. Subway sells
sandwiches, snacks, side
drinks, breads. In certain
countries subway has
introduced flat breads,
breakfast sandwiches, English
muffins. Now Subway has

salads,shakes, soft drinks,
oatmeals, pies, soft serve cone
and other beverages.
McDonald's has announced its
pledge to improve the
nutritional values of its
products in order to attract
more customers as its
McDonald's products are
perceived to be unhealthy by
the customers.
introduced number of
vegetarian food in its menu.
Place McDonald's has more than
35,258 restaurants in more
than 119 countries across the
world. Due to McDonald's
aggressive strategy of
expansion now the
McDonald's aims to establish
its business presence in rural
areas. A company is looking
for the best locations for its
restaurants in different
marketplace in rural areas.
Subway mainly operates
through its franchises and it is
the one of the largest and fast
growing franchises in the
world. It has got more than
44,000 franchises across more
than 112 countries in the
world. Subway's placing
strategy is set its outlets in
malls, on airports, business
centres, hospitals amusement
parks etc. (Baker, 2014)
Price McDonald's follows cost
leadership strategy as its
drinks and foods are placed at
competitive prices.
McDonald's charge for its
products at comparably low
prices in order to gain
Majority of Subway outlets are
located at premium places
where the customers are
nutrition cautious and are
easily willing to pay the higher
prices for its products. The
quantity and size of the