Marketing Essentials Report: McDonald's Marketing Environment Analysis

This report provides a detailed analysis of McDonald's marketing strategies, focusing on key roles and responsibilities within the organization. It examines how McDonald's addresses consumer needs, tracks competition, builds brand value, fosters innovation, and manages its marketing budget. The report explores the relationship between marketing and the wider organizational context, including market strategies, market information systems, market research, and customer-centric approaches. It also analyzes the significance of the interrelationship between marketing and operational units, emphasizing the importance of operational management and human resource management. The report evaluates key elements of the marketing function, such as market segmentation, marketing planning, and the assessment of consumer preferences and pricing strategies, providing a comprehensive overview of McDonald's marketing environment.

MARKETING ESSENTIALS

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................1
1.1 Key roles and responsibilities of the marketing...............................................................1
1.2 Roles and responsibilities of marketing relate to the wider organisational context.........3
1.3 McDonald's roles and responsibility in accordance with marketing environment...........5
1.4 Analysing significance of Interrelationship between marketing and operation units of
McDonald's.............................................................................................................................5
1.5 Evaluating the key elements of marketing function.........................................................6
CONCLUSION................................................................................................................................6
REFERENCES................................................................................................................................7

INTRODUCTION
Marketing refers to such tactics used by the organisation which is conveyed to its
customers in such a way that enhances its sales in a proficient manner. It involves speedy sales to
the full extent as to fulfil organisation's needs. Customers are informed about products in an
organised way the management propels. This report deals with the McDonald company which is
the fastest food chain in the entire world having its stores in every country. The report has
detailed in the key roles and responsibilities by marketing department. It also discusses on
significance of inter relationships of firm's department in widening of the company goals and
objectives.
1.1 Key roles and responsibilities of the marketing
Marketing is an important function with a reference to any organisation, be it a
manufacturing or a finished goods concern. Every firm has limited amount of income available
at its disposal and has limited sources for which it has to take several vital decisions so that they
can flourish in their sector (Fortenberry Jr and McGoldrick, 2016). McDonald's is a fast food
chain which has its branches in every part of the world. It has various responsibilities and roles
with regards to marketing. Various points involve here as follows-
1. Listening consumer needs and feedback:
In order to set up and establish a marketing strategy, it’s essential to get closer and
familiar with customers so that no wastage of resources is observed and company is able to make
good quantum of profits. The marketing department is liable to make the task in an effective way
so that customer feedback is obtained and company can attain desires of consumers and earn
their income (Mishra and Modi, 2016). Marketing has an internal as well as outside channels.
Internal channels include surveys and capturing information of the sales team and customer
support to gain customers closeness with departments to ensure that customer satisfaction and
demands are met.
2. Tracking Competition:
Competition is present in every sphere in the present scenario. Competition is must so
that firms are able to attain customers’ demands. Company like McDonald's which is market
leader in fast food chain in the world, makes sure that if company is making some mistakes in its
marketing strategy, then strong initiative can be taken. As the case is of food related products,
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hygiene is most vital in it (Charter, ed., 2017). Competitors focus on each other's hygiene
standards and identify the weaknesses and tries to outreach one another.
3. Brand Values:
Brand value is important for growth and survival of the organisation. Firm's brand image
is of utmost important to survive in the present era. Brand is representation of feelings that the
products, services the company is showing its share in the market (Iglesias and et.al., 2017).
Here, the marketing department has its role and is responsible for creating and disseminating
images, ideas that best communicate the brand values.
4. Innovate:
Innovations is an important part of the organisation so that they are able to strive in the
world market. Customers need to be surprised every day, and given the higher offer, which is
more demanding than the earlier one. Here, marketing departments should need to work on new
promotions, affiliate new programs and also customer retention techniques (Eteokleous,
Leonidou and Katsikeas, 2016). They should also try to improve their conversation of their
messages and actions conveyed to the prospective customers. Thus, it can be said that
McDonald's need to design or make innovative changes in the product line which will be helpful
in attracting the large numbers of consumers as well as increasing profitability of the firm.
5. Maintaining Marketing Budget:
Like any other department, marketing department should be able to plan out its budget
for the current year as well as next year's activities stretching in order to make most of it.
McDonald's company should be able to enhance budget so that resources are exhausted to the
availability of it.
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Illustration 1: Marketing strategies
source: (Chou and Liao, 2017)
1.2 Roles and responsibilities of marketing relate to the wider organisational context
In order to widen the organisation, the company like McDonald's follow tactics which are
sound enough for its customers attraction. Sales are vibrant because of its standards (Chou and
Liao, 2017). Firm should be able to maintains standards like its competitors and even one step
ahead of it. Following points discusses the role of marketing in the organisation to widen it-
Market strategies:
In relation with having the appropriate marketing techniques than the business will have
appropriate growth and profitability. There is need to make strategies which in turn reflect the
accurate and reliable outcomes which belongs to the consumer preferences and desires.
McDonald's will be helpful as if they have all the informations as well as they will design the
products and services which meet buyer's desires.
Market information system (MIS):
This is the main source through which the professionals at McDonald's will have
effective information regarding the products, prices and technical changes in the business
environment. It will be useful for better planning, controlling and implementation of the new
inventions.
Executing marketing environment:
To develop the favourable market instinct there is need to obtain the dynamic nature in
the business. It involves changes in the socio-economic forces, internal and external variations in
the market with consideration of political and legal changes.
Market research:
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It determines that there must be a survey into the market which in turn reflect the best
outcomes that the business will have increment in the better market research, products, prices
and communicating the brand among consumers.
Brand value:
To have the appropriate reputation in the market which in turn helpful for making strong
brand value in the market. It will be helpful in increasing the sales volume in McDonald's.
Customer Centric:
The firm should deliver its products in the manner which is more customer assisted
because customer satisfaction is much vital to the firm's objectives. The company should be able
to perform in accordance with customer's expectations (Clarke, 2017). As such, firm is able to
conquer according to customer's demands and needs. Hence, there is need to build-up the
efficient team who would have proper analysis over the market conditions, current trends as well
as requirements of buyers. Thus, these would help in making the products which will satisfy the
maximum numbers of consumers. However, there has been variation in the choices of buyers in
accordance with the locality of them and their eating habits. It can be said that professional need
to make analysis in the market before entering or making any operational activity, which in turn
helps them in analysing the adequate requirements of the individuals. Thus, this will be
profitable for them in serving the products which are designed for satisfying the large numbers of
consumers.
Product differentiation:
Product differentiation is very much important for any organisation because it
distinguishes its products from the products of competitors. If the company is performing in a
different manner, it distinguishes from the competitors (Product Differentiation in Marketing:
Examples, Strategies & Definition, 2017). The benefit of having differentiated products is that
consumer of goods has faith in the company as the company is provider of high quality products.
In order to widen the organisation, role of marketing is connecting customers to the product and
creating its sales in a far better way.
Fast Delivery:
Fast delivery is essential to the customers because it will make the firm more trustworthy
in the minds of the potential consumers. Marketing is purely responsible for making that amount
of plan to outshine the customers (Mishra and Modi, 2016). Customer order should be deliver
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even before the expectation of him. This will build more trust and he/she will become more loyal
to the brand's products. Company like McDonald's also make this aspect of its priority list to earn
fair amount of revenue. Hence, company need to focus over the affordable prices but which will
do not lose any quality of foods. Thus, it can be said that there is need to appoint the adequate
qualified managers who will create plans for controlling the costing and expenses incurred in
producing a unit as well as purchasing the ingredients for such items.
Low Price:
Price plays a vital role in marketing of products. Customers will be attracted to that
products only which offers more value to him. When price is more, although sales will be there
but the amount of sales which the company is looking for it may not be possible. This creates
obstacle for the firm's growth and survival (Fortenberry Jr and McGoldrick, 2016). As a result, it
cuts off it prices so that potential market does not wind up and move to competitor’s way.
Otherwise, the company will be in loss of its resources, at the same time target consumers will be
lost in this way which a company who has big named can't afford such decline to its sales.
1.3 McDonald's roles and responsibility in accordance with marketing environment
The roles and responsibility in promoting the brand in market McDonald's need to make
the proper execution of all the techniques or strategies adopted by them. Hence, they must
involve methods like Market segmentation, making a suitable marketing plan, planning strategies
as well as seeking the outcomes to be gain by them (The Roles and Responsibilities of a Sales
and Marketing Team, 2017). Thus, in order to fetch information relevant with the preferences
and choices of the consumers they need to assess the market as well as demands of such buyers.
McDonald's need to segment the market with facilitating the rages of products to the different
age group of people such as kids, adults and senior citizens. It will be beneficial for them in
satisfying all category of individual as well as attaining the maximum consumers. Professional at
such fast food industry need to plan strategies and make operational decisions in context with
acquiring the large amount of profits.
1.4 Analysing significance of Interrelationship between marketing and operation units of
McDonald's
To have the growth in the operational activities of the firm the managers need to execute
all the functional areas such as purchasing the material, ingredient, machinery in manufacturing
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or producing the product. Hence, in accordance with the McDonald's activities there is need to
assess work performance of employees in such operations as well as dealing with consumers.
However, In order to have the good quality in goods there is need to inspect the ingredients used
by firm in making such dishes (Key and Czaplewski, 2017). Thus, for executing the operational
performance of the organisation there is need to have proper operational managements as well as
financial control department which in turn helps the organisation in lowering down expenses
which have made in accordance with manufacturing or producing the product. A part from
business activities, human resource management is also the main targeted obstacles which are
need to solved by firm. Hence, in McDonald's the company have a good strength of workforce so
there is need to analyse their wants and needs ans well as maintain the pay-offs of shift of them.
1.5 Evaluating the key elements of marketing function.
In order to have the favourable financial growth in the market there has been various
factors which are needed to be analysed by the professionals in context with generating the
adequate information such as trend, preference, choices of consumers as well as prices for the
commodities (Dodds, Ali and Galaski, 2016). Hence, in order to have favourable output business
need to make the adequate strategies which in turn helps the firm in analysing actual strength as
well as the requirements of efforts for designing consumer satisfactory products. Thus,
McDonald's need to analyse such marketing techniques and make valuable efforts in context
with achieving such targets.
CONCLUSION
On the basis of above study over the marketing concepts and principle for making
effective run of the McDonald's organisational growth. There is need to make several
developments in the brand products with the help of generating various ideas to enhance the
operational activities as well as analysing the market requirements. Further, managers of the
organisation need to make analysis over consumer needs and the trend which will be fruitful in
designing operational activities and making plans for the same.
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REFERENCES
Books and Journals
Charter, M. ed., 2017. Greener marketing: A responsible approach to business. Routledge.
Chou, T. C. and Liao, J. L., 2017. IT governance balancing global integration and local
responsiveness for multinational companies. Total Quality Management & Business
Excellence. 28(1-2). pp.32-46.
Clarke, M., 2017. Building employability through graduate development programs: a case study
in an Australian Public Sector organisation. Personnel Review. 46(4).
Dodds, R., Ali, A. and Galaski, K., 2016. Mobilizing knowledge: Determining key elements for
success and pitfalls in developing community-based tourism. Current Issues in Tourism.
pp.1-22.
Eteokleous, P. P., Leonidou, L. C. and Katsikeas, C. S., 2016. Corporate social responsibility in
international marketing: review, assessment, and future research. International Marketing
Review. 33(4). pp.580-624.
Fortenberry Jr, J. L. and McGoldrick, P. J., 2016. Internal marketing: A pathway for healthcare
facilities to improve the patient experience. International Journal of Healthcare
Management. 9(1). pp.28-33.
Iglesias, O. and et.al., 2017. Do customer perceptions of corporate services brand ethicality
improve brand equity? Considering the roles of brand heritage, brand image, and
recognition benefits. Journal of Business Ethics, pp.1-19.
Key, T. M. and Czaplewski, A. J., 2017. Upstream social marketing strategy: An integrated
marketing communications approach. Business Horizons. 60(3). pp.325-333.
Mishra, S. and Modi, S .B., 2016. Corporate social responsibility and shareholder wealth: the
role of marketing capability. American Marketing Association.
Online
Product Differentiation in Marketing: Examples, Strategies & Definition. 2017. [Online].
[Available through] :<http://study.com/academy/lesson/product-differentiation-in-
marketing-examples-strategies-definition.html>. [Accessed on 2nd November. 2017].
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The Roles and Responsibilities of a Sales and Marketing Team. 2017. [Online]. [Available
through] :<http://smallbusiness.chron.com/roles-responsibilities-sales-marketing-team-
65580.html>.
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