Marketing Essentials: Roles and Responsibilities at McDonald's Report

This report provides a detailed examination of marketing essentials, focusing on the roles and responsibilities of the marketing function, particularly within the context of McDonald's. It outlines the key duties of a marketing team, including exchanging goods, understanding industry competitiveness, identifying customer needs, analyzing the competitive environment, assisting in distribution, finding target markets, conducting market research, developing management information systems, synchronizing objectives, building and maintaining demand, and fostering business growth. The report then delves into the specific application of these roles within McDonald's, emphasizing the interrelationships between the marketing department and other key functions such as production, human resources, sales, and purchasing. It also explores the influence of internal and external factors on marketing activities. The analysis highlights how effective marketing strategies contribute to customer satisfaction, market share, and overall business success. This report is a valuable resource for students studying marketing and business, offering insights into real-world applications and strategic considerations in the fast-food industry.

MARKETING ESSENTIALS

Table of Contents
INTRODUCTION...........................................................................................................................3
TASK...............................................................................................................................................3
P1. Key roles and responsibilities of marketing function ......................................................3
P2. Roles and responsibilities of marketing relating to McDonald's.....................................5
M1...........................................................................................................................................7
M2...........................................................................................................................................7
D1...........................................................................................................................................8
CONCLUSION................................................................................................................................8
REFERENCES................................................................................................................................9

INTRODUCTION
Marketing is an essential process which every kind of organisation require to
conduct to advertise and promote firm's offerings. By informing people, so that they can
purchase products and services as per their demands. This also help company to launch new
items to fulfil need and wants of customers (Pike, 2015). Present report is based on McDonald's
which is a fast food restaurant, having branches in various nations. This firm is well known for
burgers which are famous in market. Besides this, they offer breakfast items, soft drinks and
deserts to people. In this assignment, prime purpose is to specify key roles and responsibilities of
marketing team; and its interrelationship with other departments in company.
TASK
P1. Key roles and responsibilities of marketing function
In every organisation, marketing unit plays important role to make business advanced. By
framing strategies through which appropriate activities of promoting offerings are conducted in
effective manner. This help firm to increase their market share and image by communicating
adequate information about products, its features and benefits. Thus, company is able to attract
people and gain maximum profits from business (Role of marketing department, 2018). These
are roles and responsibilities which marketing team follows are stated beneath:
Exchange of goods: This function defines that firm require to have sufficient number of
outlets to attend and deliver products and services to people. Administration require to have
connection with suppliers, so that they have adequate input available for their business activities
(Malhotra, 2015). As in McDonald's, company directly transfer material from factory to
restaurant; so that they are able to produce appropriate food items for customers. Firm uses
franchising concept to expand and spread outlets in various countries. So, marketing team duty is
to promote information about variety of beverages offered by them. Besides this, members
conduct market survey to acknowledge taste and preferences of people. Thereby, provide them
adequate food products to fulfil their need and wants.
Understand competitiveness of industry: Organisation require to formulate strategies and
policies to carry business activities in according to market conditions. As in McDonald's
marketing team help management to offer food items as per taste and preference of customers.

Company members require to deliver quality products to position superior than rival firms. This
help enterprise to accomplish targets and enhance their market position.
Find out customer's want: It is necessary that firm have information about requirement's
of people, so that they deliver adequate offerings in marketplace. McDonald's require that food
items are according to taste and preference of consumers. This help company to attract and retain
clients for longer period (Babin and Zikmund, 2015). For this, marketing team duty is to take
feedback from clients about their demands. This help firm to increase their customer base,
thereby satisfy them by delivering products in according to their need and wants.
Competitive environment: Every corporation want to position business at higher position
then other firm in same segment. For this, organisation require that system is efficient through
which they deliver quality products to people. Thereby, attract customer's and preventing them to
shift to other brands. As in McDonald's, it is marketing team responsibility to advertise
information about food items offered by company to enhance market value of company. Thus,
this benefit firm to increase sales by offering products at competitive rates.
Assistance in distribution system: Organisation require to have sufficient outlets through
which they deliver adequate services to people. This will help them to increase customer base,
thereby enhance sales. McDonald's is having branches in various countries, through which they
are able to offer food items to fulfil customer's need and wants. So, marketing team
responsibility is to promote information about firm's food items to people. Thus, this benefit
company to generate adequate revenue by considering geographical aspects in better manner.
Find target market: Management require that they have information about people needs
and wants; so that they deliver items accordingly. Culture, age, gender, income and religion are
various elements used to segment people. This help marketing members to target customers and
deliver them products to fulfil their needs. Thus, this help in making staff members function
effectively and attain targets timely.
Market research: It is essential that organisation have information about requirement of
people and rival firms offerings (Pappas, 2017). Thereby, members require to make alterations in
products and services to attract people. As McDonald's is a fast food restaurant, so they have to
offer food items as per taste and preference of customers. Company require to make
transformation and add ingredients in their food items according to demand of people. Thereby,

marketing team duty is to launch products to communicate public about their offerings. This help
in growth of firm and take care of uncertainties.
Developing management information system: In enterprise, administration require to
conduct activities quarterly or yearly basis to enquire about its prosperity. Marketing team
require to ascertain information about market position of firm. Thereby, frame strategies and
policies through which customer's need and wants are fulfilled.
Synchronisation of objectives: Organisation require that goals are modified on basis of
market conditions. Thereby, management require to design system and take care that business
activities are taking in effective manner (Moll, 2016). As McDonald's, which is popular all over
the world. So, it is essential that executive frame plans for all countries in distinctive way. Thus,
it is important that marketing team frame strategies to fulfil requirement of different religion.
This help company to attain needs and wants of consumers, by offering them adequate food
items.
Building and maintaining demand: It is necessary that firm deliver products and
services in according to requirement of people. Management should make alterations and making
innovations in items to enhance market position. McDonald's launch new food items to target
various segments and increase customer base. So, marketing team duty is to spread awareness
among people about variations that are made in items. This will help sales unit to attract people
and generate adequate revenue for business.
Growth of business: It is necessary for management to expand operations to enhance
market share of firm. As McDonald's uses franchising to open branches in many countries and
increase customer base. This benefit company to retain in market for longer period and enhance
revenue by accomplishing targets within specified deadlines.
Henceforth, these are various function which are performed by marketing team to
promote and advertise information about company's offerings. Thus, firm is able to attract
customers and make them purchase items as per their demands.
P2. Roles and responsibilities of marketing relating to McDonald's
In organisation, administration formulate various departments such as HR, finance,
production, research & development and marketing. Thereby, dividing members and distributing
duties so that business activities take place in effective manner (Cabrera and Williams, 2014).
So, marketing team responsibility is to use promotional tools to advertise information about

products and services offered by company. This will help company to improve its profitability;
by attracting people through communicate them about features and benefits of products and
services.
Enterprises require to have outlets to deliver products and services to people. But, when
business is conducted globally; then activities will become complex. It is necessary that
marketing unit have connection with finance department, so that operations are conducted in
effective manner. This help firm to survive for longer period and prosper with time. Besides this,
research and development division require to uses market survey to acknowledge needs and
wants of people (Dudu and Agwu, 2014). Thereby, provide support to manufacturing team; so
that company deliver adequate products and services to customers.
As in case of McDonald's, management uses updated tools and techniques in system
through which quality food items are delivered to clients. Marketing team duty is to enquire
about taste and preference of people; thereby keeping connection with other departments.
Besides this, they even advertise information about deals and offers that are offered by firm. This
help company to increase customer base and improve market image.
Relationship between marketing and production function: Organisation require that
they offer products and services as need and wants of customers. Marketing department require
to conduct market survey to acknowledge demand of people. Thereby, provide support to
manufacturing team to deliver adequate amount and quality products. In McDonald's, marketing
unit advertise information about food items offered by them and take care that customers get
quality service.
Relationship between marketing and human resource function: Employer require that
they have competent people in firm. They should provide duty to individual in according to their
skills and knowledge. Besides this, they even require to conduct sessions and seminars to
improve abilities of workforce (Pike and Page, 2014). As in McDonald's, human resource
manager take care that there are skilled members in marketing team. This will help company to
attract customers; as effective message which state information about meal packs and offers.
Relationship between marketing and purchase function: Organisation require to have
adequate raw material, so that appropriate products and services are delivered in marketplace.
They even require to have connection with suppliers, so that timely resources are available. As in
McDonald's, marketing team help company to acknowledge tastes and preference of people.

Thereby, management can order material which will be transferred directly from factory to
restaurant. Thus, this help firm to sustain clients, as they provide quality food items to them.
Relationship between marketing and sales function: These are both distinct functions
which are to be performed in organisation. As, marketing team role is to advertise and promote
information about products and services that are offered by company. Besides this, sales unit
responsibility is to present items and communicate with buyers. Thereby, persuade people by
informing them about features and benefits of products (Kennedy and Parsons, 2014). As in
McDonald's, promotional tools are uses to attract consumers by making them aware about offers
and deals. This will help company to improve profitability and market image.
Henceforth, it can be concluded that in organisation; all departments are interconnected
with each other. It is necessary that staff members perform duties effectively, so that firm deliver
adequate products and services in according to customer's need and wants. This benefit company
to generate sufficient revenue and accomplish objectives timely.
M1
Marketing activities are directly or indirectly influenced by various internal and external
components. These are elements which management require to take care, so that business
activities are conducted in efficient manner. In this some factors are controllable, while some are
uncontrollable.
 Market segment: This component includes age, gender, income, caste and so on.
Companies require to provide variety of products and services to fulfil need and wants of
people.
 Strategy: Management require to frame plans and program to make system function
effectively, so that goals and objectives are accomplished timely (Shahin Sharifi and
Rahim Esfidani, 2014).
 Planning: It is necessary that administration make schedule of activities which are to be
carried out in organisation. This will help them in making workforce function properly
and deliver items according to tastes and preference of customers.
M2
In organisation, marketing unit is connected with other departments such as HR, finance,
production, sales. This help company to compete with competitors and attract customers.
Marketing team can maintain record of client with support of finance unit. Besides this, research

and development people conduct market survey to acknowledge tastes and preference of people.
This help firm to make success and benefit from rival brands by constructing relationship
between all units.
D1
Corporations are able to attain targets within specified time frame, as all departments
function with each other and in effective manner (Pike, 2015). Besides this, it also help in
enhancing customer base and deliver products and services to fulfil requirement of people. Firm
offer quality items and at reasonable rates to attract large number of individuals.
CONCLUSION
As per above report, it can be comprehended that marketing plays important role in every
organisation. Market survey is tool which is used by members to acknowledge need and wants of
people. Thereby, communicate other departments about products that are to be manufactured in
firm. Besides this, marketing team responsibility is to promote and advertise information about
products and services that are offered by company. This will help to attract customers and satisfy
their demands. Thus, enterprise is able to generate adequate profit and remain in market for
longer period.

REFERENCES
Books and Journals
Babin, B. J. and Zikmund, W. G., 2015. Exploring marketing research. Cengage Learning.
Cabrera, S. A. and Williams, C. L., 2014. Consuming for the social good: marketing, consumer
citizenship, and the possibilities of ethical consumption. Critical Sociology. 40(3).
pp.349-367.
Dudu, O. F. and Agwu, M. E., 2014. A review of the effect of pricing strategies on the purchase
of consumer goods. International Journal of Research in Management, Science &
Technology. 2(2). pp.88-102.
Kennedy, A. M. and Parsons, A., 2014. Social engineering and social marketing: why is one
“good” and the other “bad”?. Journal of Social Marketing. 4(3). pp.198-209.
Malhotra, N. K., 2015. Essentials of marketing research: A hands-on orientation. Essex:
Pearson.
Moll, B., 2016. Human Resources Marketing and Recruiting: Essentials of Employee
Referral. Handbook of Human Resources Management. pp.93-102.
Pappas, N., 2017. Effect of marketing activities, benefits, risks, confusion due to over-choice,
price, quality and consumer trust on online tourism purchasing. Journal of Marketing
Communications. 23(2). pp.195-218.
Pike, S. and Page, S. J., 2014. Destination Marketing Organizations and destination marketing: A
narrative analysis of the literature. Tourism management. 41. pp.202-227.
Pike, S., 2015. Destination Marketing: Essentials. Routledge.
Shahin Sharifi, S. and Rahim Esfidani, M., 2014. The impacts of relationship marketing on
cognitive dissonance, satisfaction, and loyalty: the mediating role of trust and cognitive
dissonance. International Journal of Retail & Distribution Management. 42(6). pp.553-
575.
Online:
Role of marketing department. 2018. [Online]. Available through:
<https://www.thehartford.com/business-playbook/in-depth/marketing-department-role>.