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

This report provides a comprehensive overview of marketing essentials, focusing on the roles and responsibilities of the marketing function within an organization, using McDonald's as a case study. It explores the importance of market research, promotion, distribution, and pricing strategies. T...Read More

Marketing Essentials

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1 Roles and Responsibilities of marketing function.................................................................1
P2 Roles and responsibilities of marketing relate to the organisational context.........................3
TASK 2............................................................................................................................................6
P3 Comparison of ways in different organisation apply marketing mix for planning to achieve
objectives.....................................................................................................................................6
TASK 3..........................................................................................................................................10
P4 Produce and evaluate a marketing plan for an organisation................................................10
CONCLUSION..............................................................................................................................12
REFRENCES.................................................................................................................................13

INTRODUCTION
Marketing is very helpful component in the modern scenario as it support the firm in
achieving targets in an effective manner. It concerned with market research for understanding the
entire market including demand of customers, strong competitors, build effective relations
among people, create good brand image in the marketplace, formulate strategies and produce
appropriate goods or services (Baines and Page, 2013). In every firm, marketing department play
several roles or responsibilities for developing an organisation and achieving competitive
advantages in better ways. In this various activities are included such as advertising, promotional
activity, sales and deliver better products or services to the potentials customers to satisfy their
needs or wants. This report is based on McDonald's as it is an American fast food restaurant and
deals in varieties of food such as Hamburgers, Soft drinks, deserts, Chicken, French Fries,
breakfasts etc. this report will explain roles or responsibilities of marketing functions and their
interrelation with organisation. This will compare the marketing mix of different organisation
and produce effective plan for achieving business objectives.
TASK 1
P1 Roles and Responsibilities of marketing function
Marketing is defined as the set of process in which includes several activities such as
manufacturing, purchasing, selling and delivering of particular goods or services to satisfy
customers needs or wants in more appropriate manner. Marketing is an effective tool which to
organisation in increase profitability and productivity as well as sales volume also because these
tools or techniques are considered for creating marketing awareness in an effective manner.
Marketing plays important role in every type of organisation and along with this it has
several roles and responsibilities towards the company (Bowie and Paraskevas, 2014). In
McDonald's, there are various activities which done through marketing for making product
successful and famous. For this, entire marketing process there is requirement of proper team so
firm can gain competitive advantage over several other companies. There are several
responsibilities and role of marketing some of them is given below:-
 Market research: This is the first and for-most step which enterprise have to do when
they are bring their product in the market. Marketing research is conducted with the
motive of identifying current market trend and need, wants of customers ,Because
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satisfaction of customer is important for every kind of organisation. Hence, it help in
identifying current market requirement. But all these are possible when marketing
research is conducted effectively.
 Promotion: This is primary and basic function of marketing to promote goods and
services in market. Promotion assist in increasing pre-sale of products. Same process
that included several tools and technique of promotion of goods in market for attracting
customers and increasing sale. These are magazines, newspaper, television, events and
many more all these are traditional techniques of promoting product (Mariussen, 2014).
Whereas, according to current scenario there are some modern techniques also such as
social media, digital marketing etc. using this is no expensive and effective. Promotion
techniques gives direct impact on business by increasing sale, profit maximisation and
converting customers in loyal.
 Distribution: it is the process through which product will be delivered to the users. This
is main responsibility of marketing department to deliver goods or services to
consumers. For this, there is requirement of effective distribution channel which is
framed by marketing team of the company. But the channel they are using must be
effectual and help in distribution work. In some condition, there is requirement of
partner also who help in the same procedure.
 Marketing Information Management: Organisation do several activities in marketing
and in this informations are collected which must be managed properly by McDonald's.
For this, McDonald's can use modern technique which is named as cloud computing. It
is responsibility of the marketing team to gain all the information from market and store
efficaciously so as to make judgement in a better manner (Brassington, 2013). The
information or data that is gathered after market research aid in making strategic
decisions.
 Product and service management: Marketing have to manage product and services in
better way this is the major role of it. This is adding value to the goods and services for
which customers are paying their hard earned money. Company require proper
management of goods and services to the they gain competitive advantage, generate
revenue and gain competitive advantage.
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 Pricing: This is the best competitive advantage enterprise can gain although, it is
crucial role of marketing. Attractive pricing help company in gaining competitive
advantage and also help in attracting customers.
 Building brand image: It is an important task for every firm to create and maintain the
brand image among competitors in an appropriate manner. McDonald's always focus on
market campaigning for the purpose of promoting business and selling more products or
services in the market (Pettitt, 2013). Effective brand is very helpful in attracting
number of customers towards firm. Therefore, marketing department play vital role in
implementing the strategies so that they can create or make buzz at the marketplace and
support to capture market share in more impressive manner.
 Finance: It is a essential for creating better organisation as without finance, company
cannot run. Therefore, it is also known as backbone of the business. There are major
responsibilities of the marketing department that they have to provide funds as well as
financial support to every activities regarding market so that maximum products or
services can be promoted and sold. McDonald's company also focus on proper
marketing of their food and maintain the quantity as well as quality for reducing costs or
expenses. It will help in controlling over the costs and minimise wastages in an effective
manner. They consider the food maintenance and they ensure about durability of food
stuffs or materials and sell those on time to the customers.
P2 Roles and responsibilities of marketing relate to the organisational context
There are defined various functions and activities of the marketing department as they
play crucial role in every firm for developing the business. These activities are very necessary to
perform in well manner so that particular goals or objectives can be achieved (Cleverley, 2017).
It support in maintaining and managing brand image in the market for long term development of
the firm. Company usually consider number of promotional tools or formulate marketing
strategies to accomplish predetermined goals such as proper advertising, STP ( Segmentation,
Target and Positioning) and several modes of promotions.
In the every firm, Manager play crucial role in the company for creating effective brand
image or goodwill in the market. They are responsible for making better decisions and formulate
the strategies for developing the firm so that number of audiences can be targeted. In this
consider the proper study or research for analysing the market and customers as their tastes,
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preferences, and demand regarding particular goods or services in an effective manner.
McDonald's generally consider this and get feedbacks from customers regarding products so that
they can find appropriate solutions and produce same tastes as law fat, light, spicy or heavy and
delicious food items for satisfying their needs or wants.
Roles and Responsibilities of the marketing
 Market Research: Marketing department has several roles or responsibilities in the
firm as they conduct research or survey regarding market for analysing the actual
situations and demand of the customers (Clow, 2013). Manager always focus on
customers tastes or preferences and make better decisions regarding producing of
different flavour of products or services and sell to the customers. It is necessary to
analyse customers choices and how competitors are attracting audience by their food
products.
 Transportation: This is another responsibility of manager that to define the proper
transportation facilities for supplying goods or services in more effective manner. It is
very necessary to find most appropriate way to transport the material so that products
can be made and satisfy customers demand. McDonald's make decisions regarding the
supply chain as they adopted the efficient strategy such as Just In Time (JIT) which
helps in minimising wastages and expenses.
 Assessment of risk factor: In this, marketing manager take responsibility for assessing
any risks or uncertainties that can be occurred while running an organisation. They
have direct impacts on the firm and influences business operations in several ways.
There may be chances of rising risks when offering new product in the market
including threats of competitors and substitute of products (James, 2013). Therefore,
McDonald's firm requires to undertake some activities while making appropriate
decisions such as investing funds, adopting various technologies and strategies for the
purpose of achieving set goals or objectives.
 Products or services management: For every firm, it is necessary to maintain and
manage the quality of goods or services so that customers satisfaction level can be
increased. There are number of competitors available in the marketplace who focus on
formulating strategies for capturing the market and attracts more consumers in an
effective manner. So that, McDonald's has adopted best strategy which is Total Quality
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of Management to satisfy customers desired expectations and consider their health or
safety.
 Customers services: In the modern era, it can be found that customers are king of the
market so it must be required to satisfy their needs or demands by effective goods or
services. therefore, each organisation focus on customers services as treat them in well
manner and get feedbacks from them regarding products as well as services in an
effective manner (Desai, 2013). McDonald's also does same and try to maintain
relations with customers so that they will be loyal in long time. Customers satisfaction
is helpful tool to create better brand image in the market and build relationship among
them.
 Human Resource: This functions is an essentials to manage the business operations
and people within the firm. HR Manager play an important role in increasing
productivity and profitability of the firm in more appropriate manner. They are
responsible to manage the tasks and recruit suitable candidates so that goals or targets
can be accomplished. Manager motivate to entire team or workforce for enhancing
their skills or abilities so that predetermined goals can be achieved. McDonald's
consider best qualified and skilled persons for treating or serving customers in an
appropriate ways. They provide proper guidelines and training to candidates regarding
taking orders, billings and cooking foods etc.
 Information and communication technology: This is an important functions and
marketing department play vital role in selecting best communication channels or
process for the organisation (Dibb, 2013). It is concern with IT department which is
necessary to formulate marketing strategies so that number of customers can be
targeted. One of the best example is digital marketing that support in communicating
with people internally as well as externally. This is very beneficial for running smooth
company by ensuring business operations.
 Sales: In this defined that marketing department also focus on increasing sales by
maintaining as well as balancing the demand or supply chain in more appropriate
manner. This is an essential to achieve targets or goals by providing effective products
or services to the customers on the time. Sales unit is one of the factor that helps in
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increasing profitability in the firm and there is direct relations with consumers so that
McDonald's can get more feedbacks from them for the purpose of achieving success.
 Administration department: Marketing department is also play vital role in managing
the proper administration within the firm for developing the business (Simkin, 2013).
In this, McDonald's firm try to make appropriate organisational structures which helps
in delivering goods or services on the time so that customers can be satisfied in well
manner. Company can formulate better strategies for achieving future growth or targets
by analysing the tastes or demands of particular market.
 Product department: This department works with marketing for managing the
productions requirements with the help of proper management of supply and demand.
Marketing department provide appropriate information regarding current trends or
situations to the manufacturing department so that they can make better decisions
about production process that what to produce and how it will be satisfy customers
demand in effective manner.
TASK 2
P3 Comparison of ways in different organisation apply marketing mix for planning to achieve
objectives
Marketing mix consist several elements that helps in promoting business in more efficient
way. It is an essentials and important tool which considered by the organisations for making
better decisions regarding producing of goods or services, deliver process, set prices and promote
those into the market. It can be said that marketing mix is an effective tool which firms undertake
for making strategies to achieve particular growth and sustainability (Durmaz, 2011). There are
4ps and 7ps included in the marketing mix tool which have several elements. These are useful to
formulate strategies for the organisation as they consider these tools to create goodwill among
the competitors. McDonald's is a fast food restaurant which have multiple stores across the
countries. There are numbers of food items selling by this firm such as hamburgers, chicken, soft
drinks, French fries and milkshakes etc. the marketing manager try to promote products or
services by using various tools or techniques at the marketplace.
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Sources 1: 7 P's of marketing mix
Here are some comparison of McDonald's and CADBURY so that it can be understood
better that how they are adopting marketing mix tools for developing the business. It will support
in surviving from other competitors and achieve competitive advantages.
Marketing mix
tools
McDonald's CADBURY
Product It is concern with any items as
tangible or intangible that customer
purchase in exchange of values
(Fazlollahtabar, 2012). McDonald's
is serving several foods products
such as Hamburgers, Chicken,
French fries, soft drinks, cold coffee,
and milkshakes in the marketplace.
Cadbury is selling number of
confectionery items at the global
level including Chocolates,
biscuits, crème Egg, ice creams,
and desserts to the target audiences
in the market.
Price It is generally refers to the amount
which paid by consumer after
consuming services or products.
McDonald's make pricing strategies
by considering various components
as it is a restaurants so there are
number of facilities available such as
sitting arrangements, waters, good
CADBURY selling only
confectionery products that can be
available at various stores so they
do not charge higher prices over
their products or brands (Aghasi,
2012). For example, they charge
only 2 pound of Chocolate in the
UK market. In this consider the
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infrastructure, air conditioner and
wash room so that they charge high
price from customers. They use best
strategy like competitors based and
factor of production.
pricing strategies such as market
penetrations, price skimming and
cost leadership for making charges.
Place In this select a particular location or
areas for reaching at target audience
(Forte, 2012). McDonald's is biggest
brand as it serves foods at various
developed cities. They do not
consider rural areas by thinking that
they will not afford firm's products
or services due to high prices.
CADBURY covered most of areas
in the world as it serves products at
number of places at the global
level. They adopted very strong
distributions networks to deliver the
confectionery items at several
areas.
Promotions Promotional tools are also most
important for developing the
organisation as it support in creating
market awareness by using
advertisements, public relations, and
commercial ads. McDonald's already
occupied good positions in the
market as well as customers mind so
they do not spend money for
promoting their business at the
marketplace (Gertner, 2011). They
generally provide offers, seasonal or
festival scheme or combo of meal for
attracting customers. Company use
commercial ads, hoardings and print
media for provide information to the
customers.
CADBURY make appropriate
strategies for choosing best
promotional methods so that can be
aware about any products or
services (Fırat, 2013). they consider
tools or techniques such as
celebrities endorsement,
commercial ads, TV, posters and
billboards for advertising of
particular confectionery products.
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People They are key elements of the firm
which help to run an organisation.
McDonald's focus on selecting bests
candidates who can provide better
services and treat effectively with the
customers (Hamilton, 2011). But
they do not consider stakeholders as
their main aim is to generate profits
and revenues in the firm.
In the CADBURY firm, they
undertake several people such as
stakeholders including investors,
suppliers, customers and
employees. It is necessary to satisfy
their needs or wants for running
firm. They focus on enhancing
knowledge and skills of employees
by conducting training and
development.
Process In this consider the process for
creating particular products or
services. it is related with
transportation facilities that how an
organisation use their procedures for
delivering items to the end users
(Hauer, 2011). McDonald's use the
strategies of process which is
transparent to provide social services
because societies health and safety is
more important.
It is a confectionery brand so there
are number of processes which are
followed by the Cadbury firm.
They use better quality of materials
or ingredients for producing best
quality of goods or services.
Physical evidence McDonald's is formed with
appropriate restaurant in which
consider all aspects for providing
better facilities to the end users
(Nguyen and Simkin, 2012). There
are number of facilities available
such as cleanliness, wash room, dust
beans, mineral waters with water
cooler, air conditioner, TV, Music
In the CADBURY firm, there are
less facilities regarding physical
evidence as they focus only ons
quality of goods or services for
satisfy customers needs or wants in
an effective manner.
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and effective atmosphere within the
restaurant.
TASK 3
P4 Produce and evaluate a marketing plan for an organisation
There is required to make and produce an appropriate plan so that effective strategies can
be formulated for the purpose of achieving set goals or targets (Jones and Rowley, 2011).
Planning consider several criteria including visions, missions, budgets, objectives and strategies
etc. for entering into complete new market. There are marketing plan for McDonald's as;
Visions: To become a best fast food provider in the world. Provide effective and qualitative
products, services, values and cleanliness for make consumer smile at each restaurant.
Missions: McDonald's mission is to be a favourite customer place and improve operations for
providing tasty food to achieve customers desired expectation.
Objectives:
 The main objective is to make affordable of the brand.
 Make smooth operations of the restaurants.
 Increase market share and achieve growth.
 Improve the variety of food and beverages.
 Maintain the relationship with customers and increase satisfaction level within the
restaurants.
SWOT analysis of McDonald's
Strengths:
 This is worlds most famous organisation since 1955.
 It has around 67,000 restaurants all over the world.
 In the year of 2005, fortune magazine was listed as “Best place to work for minorities.”
 McDonald's always consider the employees development by providing training and
development. This firm provide better place and appropriate environment for customers.
Weaknesses:
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 McDonald's pizza was failed due to tough competition they did not sustain their
products in the market (Joshi, 2012).
 There were high rate of labour turnover and also spent higher amount of money for
providing training to employees.
 They have to consider organic food rather than junk foods.
 There are less product development in the McDonald's firm. Lack of management of joint venture and franchisee as well.
Opportunities:
 There can be a big opportunity for McDonald's that to serve healthy food in the
marketplace.
 Fast services that given to consumer can be increase more sales.
 There are no other competitors who can produce hamburger same as McDonald's. They can serve some free items for attracting and retaining customers such as peanuts
and gluten etc.
Threats:
 There are various competitors available in the market such as Starbucks, KFC, Burger
King and many more (Khan and Adil, 2013).
 They generally set benchmark in “Cradle to gave.” they usually entice to the several kids
in the restaurant by providing playgrounds, toys, meals and cartoon characters for their
enjoyment but not suitable for adults.
 Consumers are becoming health conscious now a days.
 Threats of any other local competitors at different marketplace.
There are number of environmental factors that can affects on the business operations. It
can be understood by considering PEST analysis to make better decisions or actions such as;
Political: It is a biggest factor that has major impact on the firm because in this included
Political stability, Trade restrictions, employment laws and tax rates policies etc. therefore,
McDonald's requires to consider this as it is leading in global market (Lamb and Hair, 2011).
Economical: It is also another factor that can affects on the business and their sales
volumes. It includes inflations rates, Gross Domestic Products, Economy growth rate and
interests rates etc. so they can impact on the firm at several ways (McDaniel, 2011). McDonald's
requires to make better decisions and formulate strategies in favour of organisation.
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Social factors: These forces are related with social aspects such as culture, incomes,
values, attitudes and population so they can influence on the food materials of the organisation
which can be beyond the expectations.
Technological factors: In this defined several advance technologies which can be
changes as per the environment (Marshall and Johnston, 2011). Therefore, McDonald's requires
to adopt the new technologies and keep them up to date for achieving competitive advantages.
CONCLUSION
From the above report, it has been summarised that marketing is an essentials and helpful
tool that support in developing the business and growing in smooth manner so that competitive
advantages can be achieved. This report define about the McDonald's firm which is fast food
restaurant and they use various tools or techniques for the purpose of increasing sales volume as
well as create goodwill among the competitors. They also consider various modes
communication to provide information about new food items. Company use marketing mix tools
to make strategy and produce a plan by undertaking company's missions, visions and SWOT of
the McDonald's organisation.
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