Marketing Essentials: Report on Mc Donald's Marketing Strategies

This report delves into the marketing strategies of Mc Donald's, examining the roles and responsibilities of the marketing function within the organization. It explores key marketing concepts, including production, product, selling, marketing, and societal marketing. The report outlines the marketing process and its application to Mc Donald's, emphasizing the importance of market research, product development, and sales support. Furthermore, it analyzes the interrelationship between the marketing function and other organizational departments, such as finance, production, human resources, and sales. The report then compares the marketing mix elements (product, price, place, promotion) of Mc Donald's and Burger King to achieve organizational goals. Finally, the report focuses on developing and evaluating a basic marketing plan for Mc Donald's, providing a comprehensive overview of its marketing approach.

Marketing Essentials

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1 Roles and responsibility of marketing function.....................................................................1
P2 Relationship of roles and responsibility of marketing function to wider organizational
concept........................................................................................................................................4
P3 Comparison of ways in which the Mc Donald’s and Burger king uses elements of
marketing mix to achieve organizational goal............................................................................5
TASK 3............................................................................................................................................7
P4 Develop and evaluate basic marketing plan for Mc Donald’s...............................................7
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................10
Books and Journals...................................................................................................................10
.......................................................................................................................................................11

INTRODUCTION
Marketing is the essential tool in the current business organizations; it involve
understanding of market, demands of clients, building cost-effective relations, consumer driven
market strategy and supply quality among the consumers. Taking into consideration the
significance of client relationships business organizations have realized to get towards some
modern approach while setting up marketing strategies. This assignment is based on business
organization named Mc Donald’s which is an American Fast Food company found in 1940. It is
best known for its hamburgers. Mc Donald’s is situated almost in 101 countries and more than
36000 restaurants serve 69 million customers every day. This report focuses over role of
marketing and its interrelationship with other functional unit of an organization. In addition to
this, it explains about how organization makes use of marketing mix so as to achieve
organizational goal. Lastly, this project also focuses on developing and evaluating marketing
plan for Mc Donald’s.
TASK 1
P1 Roles and responsibility of marketing function
The Marketing Department plays a crucial role in promoting the company and mission of
an association. It serves as the face for Mc Donald’s company, coordinating and generating all
materials in lieu of the business (Dibb, S. and Simkin, L., 2013). It is the Marketing
Department's profession to arrive at scenario, clients, investors and/or the society, so as to create
an image that represents business in a positive light.
Marketing concept:
The marketing concepts are alienated into five major concepts which portray the core of
marketing at Mc Donald’s. These concepts of marketing entail the current as well as future
trends for a prosperous marketing preparation (Pike, S., 2015. ). These concepts are: production,
product, selling, marketing and societal marketing concept.
 Production concept: This concept implies that consumers will favor products only
which are highly affordable for them. In addition to this the concept hold the facts that
customers will prefer products which are widely available and inexpensive as per the
preferences .Taking into this consideration Mc Donald company offer health products
and services to their customers.
 Product concept: This concept lays on a fact that customers will favor only those
product which offer them quality and innovative features.
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 Selling concept: This concept lays a fact that unless the firm undertakes large effort in
selling and promoting its products consumer will not purchase firms products.
 Marketing concept: This concept is based on the fact of adoption of customer first
approach (Blythe, J., 2012). The consumer needs and wants are taken into consideration
to achieve organizational goal.
 Societal marketing concept: This concept is based on the fact of adopting such
marketing strategy which help in delivering value to the customers.
Overview of marketing process:
Marketing process involves 4 major steps which as as follows:
1. The very first step is to analyze the situation so as to find out is there any opportunity
available or not.
2. Second step is to formulate the marketing strategy for value proposition.
3. Third step involve taking a corrective and tactical decision.
4. Lastly, the plan is implemented and the outcomes are monitored and controlled.
Al the above mention marketing process steps are essential for the Mc Donald’s company to
follow so as to accomplish the aims and objectives of the company on predetermined period.
Roles and responsibility of marketing function of Mc Donald Company
There are some of the major responsibilities too of the marketing function of Mc Donald’s
company so as to accomplish organizational aims and objective on predetermined period. They
are explained below:
 Defining and managing brand: It’s the major role of marketing function of Mc
Donald’s company to defining what the company is, for what purpose company stand and
how company acts.
 Producing marketing and promotional materials: Its role of marketing function of Mc
Donald’s company to generate the materials that depict and promote company core goods
and services.
 To keep website of company up to date: Company website is frequently the first rest
public visit for gathering information about the company (Wirtz, J., 2012). It’s the role of
marketing department of Mc Donald’s to keep Web content current, and should also
ensure that company site comes up promptly when people searches for business.
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 Monitoring social media: Marketing function of Mc Donald’s should, handle and
maintain company social media pages (Baines, P., Fill, C. and Page, K., 2013). In
addition to this, the other role is to manage accounts and cautiously watch what’s being
posted about the company online.
 Producing internal communications: Mc Donald’s company workforce needs to
understand about company, its principles, its aims and its priorities (Papasolomou, I. and
Melanthiou, Y., 2012). Marketing function of Mc Donald’s is frequently responsible for
workers interactions through a circular and/or intranet.
 Strategy: It’s the responsibility of marketing function of Mc Donald’s company to set
marketing strategy in line taking into consideration overall company objectives.
 Market research: It is the key responsibility of marketing functionof Mc Donald’s
company to conduct market research. As research help the company to identify
opportunities and to understand about customer’s needs and preferences.
 Product development: It’s the key responsibility of marketing functionof Mc Donald’s
to work with product development team so as to develop new products and to improve
the existing one.
 Sales support: It’s the responsibility of marketing manager of Mc Donald’s company to
provide support to the sales department with high quality leads (Lane, P., 2015). This can
be done by advertising the product through coupon, telephone, websites and may more
techniques.
In addition to this marketing function of MC Donald company plays different role with both
Business to Business and Business to Consumers which is explained below:
Marketing role with Business to Business: Marketing function of Mc Donald company plays
different role one of the important role is with business to business. In this the role of marketing
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function is to known about the strategies that the business competitors uses in order to influence
and attract customers. Thus by knowing this the Marketing function of Mc Donald company will
plan their strategies so as achieve competitive advantage in the market as compared to their
competitors.
Marketing role with Business to Consumers: Another important role of marketing function of Mc
Donald company is with Business to consumers. In this the major role of marketing function is to
do research and to find about the changes taking place in the needs and preferences about the
customers. This is done so that according to the taste and demand of the customers Mc Donald
company can produce products and services. Thus, it will helps the company to attract large
number of customers towards their products and services and which will result in increase in the
sales revenue of the company.
P2 Relationship of roles and responsibility of marketing function to wider organizational concept
Marketing function can be defined as the roles of the company which helps to recognize
and source potentially successful goods for market and then helps in its endorsement as well.
These functions are universal in organization and basically consist of market research,
promotion, sales support, product development plan, customers services etc (Purvis, J., 2015).
The marketing function of Mc Donald’s company consists of various responsibility and functions
which are responsible for the successful growth of the business. The marketing function consists
of product development team, marketing research team, finance team, human resource
department, sales support system etc. Whereas key roles and responsibility of marketing function
are communication, planning, selling, promoting, distributing, financing, market research and
many more. The marketing function of Mc Donald’s company has a key role in the business
concern. There is a close relationship of marketing function of Mc Donald’s company with other
organizational function in an organization which is explained below:
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Figure 1Marketing function
Source: (Lewis, 2013).
The interrelationship of marketing function with others organizational functions can be explained
as under:
Marketing and Finance department: In order to create awareness about the product and
services in that market it is essential to have enough of finance. As well as marketing function
require enough of economic resources for planning, research and for making strategies and its is
provided by the finance department (Pike, S.D., 2016). Thus, it can be said that both the
marketing and finance department are interrelated with each other.
Marketing and Production department: Marketing function of Mc Donald’s require accurate
description from the production department regarding products and services of the company so
as to provide accurate marketing plan. Thus it can be said that marketing and production
department are interrelated with one another.
Marketing and Human resource department: Marketing function also require human
resource in order to market ans sell their product in the market who can easily influence and
attract customers for their products. So it’s the responsibility of HR department to select and
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retain best worker for the company. Thus it can be said that marketing and HR department are
interrelated with each other.
Marketing and Sales department: In order to increase the sales revenue of sales department it
is essential o market and advertise the products in the market and it is not possible without the
help of marketing department (Baker, M.A. and Magnini, V.P., 2016). Thus both the marketing
and sales department are interrelated with each other so as to accomplish organizational goal.
Overall it can be concluded that if the marketing function are not related with other department
or are not aware about the production or inventory department then the Mc Donald’s have to
suffer from blunder loss.
TASK 2
P3 Comparison of ways in which the Mc Donald’s and Burger king uses elements of marketing
mix to achieve organizational goal
The marketing mix refers to the strategies that a company uses to reach target consumers,
in terms of products, place, promotion, price, people, process and physical evidence. Given
below is the comparison about the ways in which Mc Donald and Burger King uses elements of
marketing mix so as o accomplish organizational aims and objectives.
Marketing mix McDonald’s Burger King
Product McDonald’s is one of the world’s top
fast food restaurants. It focus on selling
burgers, fries, chicken & sandwiches, ,
desserts & shakes, salads, and drinks. It
provides consumers with a variety of
options. For example, Egg McDuffie,
Hotcakes, Hash Brown, Double Quarter
Pounder with Cheese, Hamburger,
Cheeseburger, Vanilla Shake, Vanilla
Cone, Strawberry Sundae, and
MacAfee, Frappe Mocha are some of
the products offered by McDonald’s.
 Burger King produces
hamburgers,
cheeseburgers as well as
Fries, Onion rings,
Coffee, Juice, cookies and
pies.
 Burger King renders
many options including
fries or onion rings,
cheese ketchup,
mayonnaise tomato,
pickles, and onion.

Price Companies use a wide range of pricing
techniques to sell their products. Cost
plus pricing, price discrimination, and
many more popular pricing techniques.
The largely aim for McDonald’s
restaurant is to supply food at a
 Burger King uses
penetration pricing
strategies in order to
attract more number of
new customers as well as
to give stiff competition in
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competitive worth driven price for the
clients.
the market. In addition to
this they charge quite
affordable price from their
customers. Beside this
they implement pricing
policy which caters to the
customers.
Place Place refers to allocation of its products
to its customers. McDonald’s have
diverse distributions strategies in all
over the world. Mc Donald offers home
delivery in some countries and is open
24 hour a day.
Burger King occupies primary
locations and operates its
business via franchise. It is
situated in almost in all big cities,
malls etc.
Promotion McDonald’s restaurant uses television,
newspapers, magazines, the Internet and
other media outlets to create awareness
with its customers. The company uses
different Techniques of sales
promotionas well. For example. The
restaurant also offers discount coupon
and freebie for certain products.
 Burger King uses social
media in order to generate
awareness about their
goods and services to their
existing as well as new
customers. They provide
picture of product on
paper nuts sited in the
trays.
Process Process refers to a set of actions
performed so as to attain something.
The food research at McDonald’s is
wholly transparent i.e. the whole
method is visible to the clients. Along
with this customers are allowed to enter
the production department so as to
check the ingredients used in their
products.
 A Burger King focus on
processing health product
for their customers taking
into consideration
customer health product is
being produced. Along
with this they uses most
efficient cooking
equipment.
People Around 97,000 people work in
McDonald’s in UK. People aspect is the
addressing issues and Mc Donald
concern about both customers and
workers. In addition to this Mc Donald
has standard uniform for workers in
order to render equality service
treatment.
 Burger king taken into
consideration customer
perspective and
accordingly produce
products so as to satisfy
customers. In order to
motivate workers they
render them stars as per
their performance.
Physical
Evidence
The last element of the marketing mix
of McDonald’s is substantial evidence
which refers to the essentials of the
 Burger King is in the
practice of reinventing its
picture via key changes in
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physical surroundings guests and
customers knowledge. McDonald’s
interiors are attractive and the restaurant
maintains clean and hygienic interiors of
its outlets.
its interior decoration. Its
new restaurants will
quality modern, box-like
architectural lines and
urban-industrial structure
resources, including
ridged metal.
TASK 3
P4 Develop and evaluate basic marketing plan for Mc Donald’s
Evaluation of marketing plan of Mc Donald includes following steps:
Executive summary:
This report is about the exhibition of marketing plan for McDonald’s items; with allusion
to more offerings the description demonstrates the planning that in what propensity Mc Donald
tender new items in the commerce sector (Nguyen, B. and Simkin, L., 2012). This report
demonstrates that McDonald in addition to is hamburger it can also render other related high
impact items to its customers. For new offerings Mc Donald can build up other media other than
plugs, they can go for online networking so as to advance its new products items. This ill help in
development and growth of the company in different nation too.
Introduction of Mc Donald:
McDonald's is an American fast food company developed in 1940 by Richard James Mc
Donald. It is the world's largest restaurant serving over 69 million clients daily over 101countries
(Desai, S.S., 2013). Although McDonald's is famous for its hamburgers, in addition to this they
also trade chicken products, French items and desserts.
Mission:
The mission of Mc Donald Company is to make improvement in operating activities and
in addition to this to enhance customer experience.
Vision:
To be the world best service rendering restaurant is the vision of the Mc Donald
Company.
Marketing objectives:
The main marketing objective of Mc Donald is to serve good food to their clients so as to
achieve great value in a friendly environment (Smith, 2014). In addition to this their other
objective is to provide favourable return to their shareholders. In order to make effective plan Mc
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Donald company must make their objectives clear. As objectives helps in guiding marketing
actions and helps to measure how well the plan is working. It can be related to increase in market
share, to reach the target audience and to create awareness about the product in the marketplace.
The objectives helps in communicating what actually marketeers want to achieve. Long term
objectives of Mc Donald company are broken down into shot term so as to achieve measurable
target.
Marketing strategies of Mc Donald
Marketing strategies refers to the process and techniques which describes about the
objectives and plans though which the organization are going to satisfy the customers demands
and preferences. Mc Donald company has adopted three types of marketing strategies which are
explained below:
Segmented: Mc Donald has segmented their products on the basis of behavioral, demographic
and psycho graphic nature of kids, students and family.
Targeting: Mc Donald emphasizes on their targeting techniques by introducing some new s
well as modified product which contain low cholesterol so as to target and attract more new
customers. In addition to this Mc Donald has targeted teenager keeping in view price sensitivity
as well as they provide Wi-Fi facilities so as to attract large number of customers.
Positioning (STP): Mc Donald has started positioning according to the kids by introduction of
advertisement of toys with their products like; “Happy meal” as well as taking into consideration
teenage and adults they are positioning their products.
Marketing mix of Mc Donald: After examining the market Mc Donald finds that essential
factor need to be considered like target market by offering some discount facility. This will help
the company in achieving successful growth in the market. Takin into consideration Mc Donald
uses 5 ps of marketing mix which are as follows:
Product: Mc Donald takes into consideration certain aspects of products like desirability
and packaging in order to attract and retain the customer.
Price: Mc Donald has adopted the competitive worth driving pricing strategy so that
customers can afford to pay prices for their products.
Place: Mc Donald has adopted diverse distributions strategies all over the world. In
addition to this they also render home deliver services.
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Promotion: Mc Donald offers discount coupon and freebie on there products so as to
attract large number of customers.
People: At round 97,000 employess work in Mc Donald company. The company also
render equality services for their workers. As well as company takes into consideration needs
and preferences of both the employees and the customers.
SWOT of Mc Donald:
Strength Weakness
 It has its worldwide presence in the form of
clear brand image.
 To achieve its cost reduction strategies it
perfectly uses its economics of scale.
 It is slow in the matter of product
innovation.
 Unhealthy food menu.
Opportunities Threats
 McDonald can catch up its product
innovation strategy.
 International expansion opportunities are
still available.
 Trend towards healthy eating is major threat
for Mc Donald.
 Local fast food restaurant is the threat to Mc
Donald.
Marketing implementation:
After complete analysis of market and strength and weakness, of the company all the
responsibility and authority of the mC Donald company members are being implemented in
order to get work accomplished on the stipulated time period. Moreover marketing
implementation strategy include:
Activities and Responsibilities: This is one of the major role of Mc Donald company, they
perform various types of activities and responsibilities in order to market product and to increase
the sales revenue for the company. For example The major activities that the Mc Donald
company does is growth hacking, referrals programs, social media marketing, search engine
marketing in order to create awareness about the products and services in the market place. Its
the crucial responsibility of the manager of Mc Donald company to carry out all this activities in
an accurate manner so as to increase the revenue generation of the company.
Implementation time table: The implementation time table is decided by the manager of the Mc
Donald company as per the research analysis. For example children mainly watches TV after
coming from school so the manger advertise the product through television according to the time
table of students. This helps them to create awareness more easily and as well as to attract the
new customers towards their products.
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Evaluation and controlling:
This is the last step during the evaluation of marketing plan of Mc Donald. It’s the major
responsibility of the manager of the company to get to know about the working progress about
the company (Khan, M.N. and Adil, M., 2013).Fir this the manager of the company should times
measure the performance standard of each worker with the actual standard. So accordingly the
company should timely monitor and controls the procedure taking place during carrying out
various operational activities. This will help the company to run smoothly so as to accomplish
organizational goal. Different types of evaluation and control techniques used by Mc Donald
company are explained below:
Performance standard: The manager of Mc Donald company uses quantitative measurement
techniques in order to measure the performance. This techniques helps in identifying and
tracking the amount of time customers need to wait in line. In addition to this it helps in
measuring number of times or reports an employee can produce in an hour.
Financial control measurement: This is the second strategy which the MC Donald company uses
in order to measure and control financially. Like the manger uses marginal cost analysis which is
done to find out the difference between marginal cost and actual sales price. Second techniques
used by manager is budgeting techniques. Through budgeting techniques the manager prepares
the budget and later on compare with the actual budget so as to remove if any deficiency take
place.
Monitoring Procedure: Monitoring is the procedure and is a planned sequence of observation or
measurement which is used to access whether CCP is under control or not. The manger of the
Mc Donald company uses two monitoring techniques continuous and non continuous
techniques. continuous monitoring technique is usually performed by the instrument so as to
produce continuous record through continuous record thermometer. Secondly the manager use
non continuous monitoring technique which is done through visual check and sensory
evaluation. This technique is used by Mc Donald company when continuous techniques is not
working it out.
CONCLUSION
Overall from the above project it can be concluded that marketing department is the
major and crucial department for every organization in order to achieve predetermined aims and
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objectives. So it’s the major responsibility of the manager of the company to take due care about
what all things need to be carried out in order to make marketing successful. It’s the marketing
department who helps in creating awareness about the availability of new or the existing
products in the market.
REFERENCES
Books and Journals
Dibb, S. and Simkin, L., 2013. Marketing essentials. Cengage Learning.
Pike, S., 2015. Destination marketing: essentials. Routledge.
Blythe, J., 2012. CIM Coursebook Marketing Essentials. Routledge.
Wirtz, J., 2012. Essentials of services marketing. FT Press.
Baines, P., Fill, C. and Page, K., 2013. Essentials of marketing. Oxford University Press.
Brassington, F. and Pettitt, S., 2013. Essential of marketing.
Papasolomou, I. and Melanthiou, Y., 2012. Social media: Marketing public relations’ new best
friend. Journal of Promotion Management. 18(3). pp.319-328.
Lane, P., 2015. Human resources marketing and recruiting: essentials of employer
branding. Handbook of Human Resources Management. pp.1-30.
Purvis, J., 2015. Human resources marketing and recruiting: Essentials of digital
recruiting. Handbook of Human Resources Management. pp.1-19.
Pike, S.D., 2016. Destination Marketing Organizations–Research opportunities in an era of
uncertainty. In Book of Abstracts-6th International Conference on Tourism. International
Association for Tourism Policy (IATOUR).
Baker, M.A. and Magnini, V.P., 2016. The evolution of services marketing, hospitality
marketing and building the constituency model for hospitality marketing. International Journal
of Contemporary Hospitality Management. 28(8). pp.1510-1534.
Nguyen, B. and Simkin, L., 2012. Fairness quality: The role of fairness in a social and ethically
oriented marketing landscape. The Marketing Review. 12(4). pp.333-344.
Desai, S.S., 2013. An Analysis of the Competitive Marketing Strategies of the Hospitality
Industry in UAE. IUP Journal of Management Research. 12(1).
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Smith, A., 2014. Breaking the chain: The screen industry and disintermediation. Metro
Magazine: Media & Education Magazine. (182). p.104.
Khan, M.N. and Adil, M., 2013. Data analysis techniques in service quality literature: Essentials
and advances. Serbian Journal of Management. 8(1). pp.95-112.
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