Marketing Report: McDonald's Marketing Strategies and Analysis

This report provides a comprehensive analysis of McDonald's marketing strategies, focusing on the roles and responsibilities of the marketing function within the organization. It examines market research, product development, and communication strategies, highlighting their importance in business growth. The report further explores the application of the marketing mix (7Ps) in McDonald's operations, comparing their approach to that of competitors like Subway. Key areas of focus include product, place, price, promotion, process, people, and physical environment. The report also details the integration of marketing with other business functions such as human resources, finance, IT, and transport, along with the development of marketing plans and strategies to achieve organizational objectives. The report concludes with an evaluation of the marketing plan and its effectiveness.

Unit 2 Marketing Essentials

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P.1 Roles and responsibility of marketing function...............................................................1
P.2 Roles and responsibilities of marketing relate.................................................................2
TASK 2............................................................................................................................................4
P.3 Compare the ways............................................................................................................4
TASK 3............................................................................................................................................5
P.4 Marketing plan.................................................................................................................5
CONCLUSION ...............................................................................................................................8
REFERENCES..............................................................................................................................10

INTRODUCTION
Marketing is the crucial tool in the modern business organizations; it involves
understanding of marketplace, demands of consumers, building profitable relations, customer
driven market strategy and provide quality among the customers. The business organizations
have realised the importance of customer human relationship and they are trying to get an
forward-looking approach towards marketing strategy in business. This report is based on
McDonald's administration, which is located in United Kingdom. It is an American fast food
company. Further, report will cover merchandising essentials in business organization
organizations which belong to modern era of globalisation (Ackley and Limb 2018). It depicts
the roles of merchandising initially with the roles of marketing functions and their interrelations
with the other functions of business organization. Moreover, it compares the ways of application
of marketing mix in the company to achieve organisational goals and objectives. Also, this
assignment develops and evaluates the basic marketing plan.
TASK 1
P.1 Roles and responsibility of marketing function
Marketing purpose can be determine as or explicate as role of business organisation. This
is help to identify and sources potential successful product for market. On the other hand,
promotion is help to modification number of consumer in market place. These functions are
common in enterprise organise and involve commercialism research, product plan, development
process, promotion, sales, finance, customer service etc. The merchandising functions involves
various responsibilities of the business concern organization, these functions are responsible for
the growth of establishment (Akinlaja, 2018). The key role and obligation of merchandising
usefulness are market research, commercial enterprise, commodity improvement,
communicating and planing. All such kind of factors are improved the current market structure
of any structure. The selling function is important role for arrangement. It will be assist for
forthcoming betterment and link between structure intention.
 The marketing function as a part of business organisation and functional unit connected
with each other.
 This will help as a back up of other operational department of company as well to
perform effectively.
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 Human assets' policy is to be bring forth according to the marketplace trends, sales and
target customized.
 The main function of marketing is to increase the gainfulness by increasing the sale level
of organisation.
 The finance division is to be provide the appropriate budget to the marketing
administrative district for the preparation and implementation of advertisement strategies.
 There are some responsibilities towards the customer, marketing manager is responsible
for condition and privation of customer. Responsibilities to-words employees is most important part for internal management of
organisation. The trough is focus on well-kept healthy state of affairs in internal work
placer. Product concept: The consumers associate and choose the merchandise which have value
for money, prime and innovative approach (Andaleeb and Hasan 2016). This conception
derives that devour can be retained through with the commodity and employment which
are beneficial for the consumers. Merchandising conception: The mind set of modern go through attracts through
promotional material, the consumers tends to focus over the merchandise and services
which are aggressively advance in the market.
 Marketing concept: In merchandising concept focussing over the target consumer who
delivering the commodity and employment (Beatty and P.S., 2018). Moreover, to face the
competition in market place, business concern arrangement is need to delivery the
marketplace value. This is to be focal point on brand value of administration.
P.2 Roles and responsibilities of marketing relate
The major role and responsibilities in the context of marketing environment is help to
improve the conditions of market. The main role of marketing manager is to developed short
term and long term strategies for implementation as per the need of current market network.
marketing concept involve pricing, promotion, distribution and sales etc. Some changes will be
made in marketing concept is target audience and future development.
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 Market plans of action: The initial role of selling depicts the improvement of marketing
plan of action and planning for the business organisation. The managers of the
organization needs to recognise the needs and requirements of target devour and provide
their products and employment agreement (Dibb and Simkin 2013). On the other hand,
improvement on the merchandising strategies is brought out the equilibrium between
arrangement impersonal.
 Marketing information system: The mercantilism subject matter systems or provides
the message regarding various constituent such as product, preparation, and
implementation, controlling of merchandising plan of action.
 Monitoring of merchandising environment: The marketing procedure have crucial role
in the determination of new improvement in the marketing state of affairs, these
developments render creative response for the improvement of merchandise and services
of the establishment (Hair and Bush 2013). The new improvement is involved to change
the marketplace trends.
 Market research : In market research is one of the most important part for organisation.
With the help of market research to be find out the new facts about customer perceptions
and value to increase overall development. The market research is involve the specific
research about the price, products, promotion and other factors related to marketing
research.
 Market segmentation ; In market segmentation is one of the most important part for
future improvement. It is required accurate information about the product and other
factors (Harmeling and Wang 2017). The selling managing director of social group helps
in the determination of customers in the ample diverse markets and promotes the goods
and services of the establishment among them.
 Brand equity : The consumer are tends to be inculcated the over brand and
organisations. This will be provide the added value to the customer as per the need of
current market value. In addition, marketing provide the reputation and strong brand
value for achieving profit. This process is directly help Business Company to increase
sales rate.
 Business functions: All the departments within the organization like HRM, Finance, IT,
etc. gets influenced by marketing. In situations when firm is required to market their
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products or services, then they need to get financial support so that all the activities that
fall for marketing can be completed. Further, it also requires support from the side of
employees so that all the activities can be conducted within speculated time period. Thus,
it can be stated that all the departments within the business contribute towards attaining
the goals set for marketing.
 Strategies : In this context, after accumulation form all the information from the research
work (Hugos and G.H., 2014). To be set a proper plan of action which can be utilized in
the social group. The strategies provide invaluable guidance for competitive with the
compelling marketplace and succeed in the marketplace state of affairs. The plan of act
are built over all the realistic expectation and outcomes which are plumbed through
investigation.
 Planning : In this context, after successful completion of investigation work, next most
essential function is preparation procedure. This is one of the fewest indispensable stage
for future transmutation of artefact.
There are some other functions of marketing that help marketing manager which are as follows-
Human Resource Management function- Human resource management function is
very important part of company. HRM plays effective role in marketing manager. HRM will
organize training and development programmes for marketing managers so that they will become
efficient and there skills/knowledge will be enhanced. Addition to this, it is also very important
that they should hire skilled marketing employees. The HRM of MacDonald's is very efficient
and effective that is giving great help to marketing manager of company.
Finance function- All the activities and functions of finance are depends on finance
functions. The fund the required in marketing is totally depended on finance departments. The
budget of marketing is also pass by finance manager.
IT functions- IT plays great role in marketing activity. If IT department develop there
technology in promoting and advertising activities than it will be very fruitful for marketing
activities of MacDonald's. Like use of social media advertising makes easy for marketing
manager to develop and promote there products and services.
Transport function- Transport function is very essential part of MacDonald's as well
very helpful for marketing manager. Transport function makes easy for marketing manager to
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deliver the products to end user. If transport function will be effective than it will lead to best
marketing activities.
TASK 2
P.3 Compare the ways
In this context, marketing mix is applied in the merchandising planning procedure to
achieve organizational content and impersonal. The business organisation utilize various
antithetical methods for the request of selling mix among their organisation. For the most part, it
is supported over the marketplace sociology, commodity and employment of the institution,
marketplace size and institution size. In transportation organization Organisation is a pioneer in
UK. The greatest contenders of Destination. Organisation is endeavouring to wind up the
pioneer of transportation industry in the market. Your goal is attempting its best for better and
supportable business (McDonald and Wilson 2016). The advertising design will incorporate 7P's
of promoting methodologies which express the exchange great and market depiction to
organization. 7P's are showcasing blend methodology which Yours Destination will apply in its
arrangement. Promoting blend is the cardinal system in showcasing which is a gathering of all
components which Your Destination can control over its buyers to remain the client of
organization.
7P's of advertising is the cutting edge technique for showcasing blend. It is authorized by benefit
arranged company's. A short concise on 7P's before for McDonalds and Subway are as follows:
 Product : The result of the organization ought to be according to the requirements and
needs of the bespoke. Pointless creation expeditious wastage of assets, both labour and
moreover medium of exchange related assets. The component part ought to be fulfil its
request.
 Place-The item ought to be accessible to the clients in any way. Client should feel simple
to shop the item and administrations. The item and administrations is wasted if client
can't stop it. For instance transportation system divisions inevitably to open specific
offices with the goal that administrate can ready to accomplish the client. .
 Price: The cost of the item ought to be speak to the genuine estimation of the
merchandise. It doesn't connote that it ought to be least expensive. It should take care of
all the expense of task (Mishra, 2016). By and large the low value administration pull in
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numerous shoppers. Cost assumes an effective key part in progress and disappointment of
the business.
 Promotion: It is assumes an extremely noteworthy part in the business. As without
advancement open won't ready to think about the items. So it is vital to choose the limited
time systems in which McDonald’s make use of TV, or via web-based networking media
or formats or in newspaper. Subway make use of television, radio, newspaper, etc. Apart
from this, they known as for its celebrity endorsement.
 Process: Process incorporates operational process, or numerous procedures in the
business. The conveyance of merchandise and enterprises, the generation procedure all
are the procedure which ought to be finished before presenting the products. Like
assembling to bundling and marking.
 People: Employees working within McDonalds have standard uniform and are focused
prompt and friendly service to their service users. Similarly at Subway, they have
uniform and have to make sure that all the needs and requirements of customers are
satisfied.
 Physical Environment-All the administrations incorporates physical components. The
physical condition of the business ought to be perfect and clean which gives appropriate
working work environment (Purvis, 2016). For instance the transportation enterprises has
dependably kept the transports clean which gives solid condition.
Organisation is positively the market pioneer in transportation business venture this is all
since organization is utilizing all 7P's of promoting blend while making market arrangement of
activity. Therefore, Yours Destination additionally use all the 7P's of advertising blend on the off
chance that it need to be the market pioneer. All the 7P's are of equivalent incentive to
organization. 7P's help Organisation to achieve its objective of business in long keep running
with productivity and in superior way this can likewise help Destination to finish its targets. All
such kind of 7 Ps is help to improve the overall conditions in market environment and improve
current market problem.
Tabular presentation of Comparison in between MacDonald's and Subway
7P's of Marketing MacDonald's Subway
Product McDonalds provide variety of
products like Sandwiches,
On the other hand, Subway
provides its customers with
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Hamburgers, beverages, etc.
Apart from this, they also
focus on understanding the
requirement of customers and
develop products accordingly.
The product of MacDonald's is
best than subway.
submarine sandwiches that
includes Italian BMT, Chicken
Teriuaki, Veggie Delite, etc.
Further, individuals get the
opportunity to choose from
variety of salads, sauces and
breads to make product
customised.
Place Restaurants are considered to
be the most prominent places
where products of companies
are distributed. Places were
McDonald’s distribute their
products are through
restaurant, Kiosks, mobile
applications, etc. The coverage
of MacDonald's is better than
Subway.
On the other hand, Subway has
established their businesses
across countries and these can
be found shopping malls,
business centres, airports, etc.
Price McDonald’s make use of
psychological pricing strategy
and discount offers as well as
free gifts are given which help
in attracting people. The price
of MacDonald's is reasonable
as compare to Subway.
When talking about Subway,
they make use of premium
pricing, when compared with
other competitors they charge
higher for their products.
Promotion McDonald’s make use of TV,
or via web-based networking
media or formats or in
newspaper. The promotional
techniques of MacDonald's is
Subway make use of
television, radio, newspaper,
etc. Apart from this, they
known as for its celebrity
endorsement.
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very efective as compare to
Subway.
Process McDonalds, have a transparent
process in which individuals
are able to view the process
that take place as their
operations. The process of
delivery, transport, packaging
is much better and attractive
than Subway.
On the other hand, Subway
also have a transparent process
in which people are able to see
all the activities that take
place.
People Employees working within
McDonalds have standard
uniform and are focused
prompt and friendly service to
their service users. Employees
of MacDonald's are much
more satisfied than Subway.
Similarly at Subway, they have
uniform and have to make sure
that all the needs and
requirements of customers are
satisfied.
Physical Evidence McDonald’s focus on
providing clean and hygienic
interiors and making sure that
customers get healthy
environment.
Similarly for Subway,
employees maintain healthy
environment in which
customers are able to meet
their satisfaction.
TASK 3
P.4 Marketing plan
Aim - To increase the market share by 15%.
Executive Summary
The organisation is need to be clear understand about each and every factors, which is
beneficial for increase the number of customer in market. Planning is one of the most important
part and help to improve customer relationship management. Some changes are made as per the
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need of current market network and overall development of organisation. In marketing plan is
valuable for some other change in general improvement in association. The arrangement is to
help or enhance current structure of market is to be set. There are finished plans is to be utilized
for enhance piece of the pie and increment number of client. Usually for the particular time
frame in work put. It has to concurrent and some factor is to be include for business develop. The
business is proprietor is to be centre around advertising design, according to the arrangement of
general marketable strategy is made (Sahad and et.al, 2018). Also, need of advertising get ready
for more vital of MacDonald's in marketing. It needs to adjustment and advance as business
develops, and as shiny new and dynamic offering patterns create.
STP
Points of interest learning of business :- This is first stage is to be centre around subtle
elements' information of business is help to future result will be given in advertise. What's more,
working and difficulties enhancing for new purchaser and customers. This is help for make some
new law to enhance the economic situation of new business.
Target market :- In this specific situation, association is to be centre around target
advertise. It is help to advanced new item on specific market and product or administration help
individuals and afterwards make sense of the general population who require that arrangement
(Sheldon, 2018). In this phase to be give the entire answer for uncertain amount number of client
in new market. The market division will be utilized and focus on a specific gathering in the entire
market. This is utilized some particular message for target client for increment the deal rate in
advertise.
Era for accomplish objective :- In this stage set a specific day and age to set an
objective or enhance piece of the overall industry. This systems like set day and age is most
urgent for anticipated day and age. It is imperative to association for estimating the viability of
advertising design is to be accomplished on time or not. This strategy is help to discover the
advertising condition these days. Then again, the principle part of every single movement is to
gauge the execution of inside and outside factor.
Market strategies :- In Market strategies is to be centre around spending plan of
showcasing plan is to be set purchase association. Human asset administration is centre around
all such sort of movement and set a financial plan for a specific offering design is to be made
(Zhang and Su 2018). What's more, how much cash is spent on which limited time movement in
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showcase. There are distinctive channels of correspondence is use for various areas. Showcasing
is need frame every last area according to need of market encompass.
 Budget: Marketing plan requires budget in order to manage financial resources used to
promote business operational activities. There are six steps from which the business is
able to develop a marketing budget for marketing plan such as information about sales
funnel, operational cost, budget based on goals and objectives, position marketing as an
investment, growth stage and finally, understanding current and future trends. This will
help to manage work under the budget to secure financial risks effectively.
Analysis of External and Internal factors
PESTLE investigation
Pestle investigation is the system which depicts the variables influencing large scale
condition which influence the association. These every outside factor incorporates the outer
factor affecting the advancement and development of the business. Political elements, sparing
components, social variables, innovative elements, lawful elements and ecological elements are
incorporated into PESTLE investigation that all influence the improvement and development of
the business. PESTLE is a vital instrument which help in knowing the market development or
decrease, and aggressive position of business and give bearings to activity.
 Political factor- Organisation will come to realize that how political factor influence the
operational action of the organization. Political elements includes strategies of
government, tax assessment, work laws, exchange constraint, ecological laws, and
numerous other transportation laws which specifically influence the practical action of
the organization. Organization has compulsory to satisfy every one of the guidelines and
laws which leis in political condition.
 Economic : In this context, element Economical elements are those which influence the
economy and country as entire which influence the operational basic leadership of
organization. Temperate factor incorporates financial improvement, loan costs, trade rates
and swelling rate (Zhang and Su 2018). Organization needs to work as indicated by the
sparing condition which helps organization in tranquil task.
 Social factor-Social factor has vast effect on the development and advancement of the
organization. In this context, goal needs to work under the standards of social factor as it
has extraordinary effect on the operational exercises of organization. Social factor
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