Marketing Strategies and Plan for McDonald's: A Detailed Analysis

This report provides a comprehensive analysis of McDonald's marketing strategies, exploring its role and interconnectedness with other functional units. It delves into the nature of the marketing concept, its development, and the influence of the external environment. The report contrasts B2C and B2B marketing approaches, highlighting the role of marketing in the organization. A significant portion is dedicated to comparing how McDonald's utilizes the 7Ps of the marketing mix (Product, Price, Place, Promotion, People, Process, and Physical Evidence) to achieve its overall business objectives. Furthermore, it outlines the development of a basic marketing plan, encompassing market analysis, segmentation, and promotional activities, to increase revenue. The report concludes with an overview of the marketing plan's strengths and a discussion of its potential impact, offering valuable insights into McDonald's marketing practices and their effectiveness.

MARKETING

Contents
Introduction...........................................................................................................................................2
Nature of marketing concept.................................................................................................................2
Development of marketing activity with current and future trends........................................................2
External environment, which affect the marketing activity...................................................................3
Different marketing both B2C and B2B................................................................................................3
Role of marketing and their association with other functional units of the company.............................3
Comparing how organisations use marketing mix (7P) for the achievement of overall organisational
objectives...............................................................................................................................................5
Development of basic marketing plan...................................................................................................6
Conclusion.............................................................................................................................................8
References.............................................................................................................................................9

Introduction
McDonalds is a famous fast food chain that has started with cold drink, ice cream, and French
Fries. The report has the discussion on the marketing role and procedure of the McDonalds
with their impact on franchisee in more than 100 nations with 36000 stores. The strategy of
McDonalds will aim to approach customers, which include concerns for food quality,
restaurant diversification, menu, and at last positioning brand (Bredbenner et al., 2017). The
organisation does not rely more on TV advertisement and traditional approaches. The report
will reflect marketing role, their interconnectedness to other functional approaches and units
and comparing it to the 7P`s of the marketing mix. This is a tool, which forms tactics to
promote the product. Furthermore, after recognising the marketing functions, there is a
marketing plan, which can be implemented for increasing revenue (Bredbenner et al., 2017).
Nature of marketing concept
Marketing acts a vital role in the establishment of the relations between organisation and
customers offering to the market. Marketing functions is tasked with the branding of
company, advertising, customer interaction, and participation by collecting feedback.
Marketing acts an important role in numerous organisations by offering it to the market
(Cacciolatti, and Lee, 2016).
Development of marketing activity with current and future trends
The marketing activity is believe through which organisations must analyse needs of the
customers by making rational decision to beat with the competitors when satisfying the
needs. Production theory is major marketing concept, where situations cheap items as being
preferred by the customers. It is seen that consumer can favour products with higher quality
and then finally improving it overtime. It is seen that customers will admire well-made items.
Manager must applaud the achievement on creation for so long who have forgotten to

progress the quality. Serious promotional sale can show tendency to show unwillingness to
buy the products (Datta, Ailawadi, and Heerde, 2017).
This pattern of relationship was developed through direct marketing campaigns response. It
emphasises on retention and customer satisfaction rather than the sale conducted. The
marketing relate to the short-term arrangement when two parties transact having the same
interest in pleasant exchange (Silva, and Casas, 2017).
External environment affect marketing activity
Many external market forces affect the marketing activities, which include economic
conditions, changes in technology, cultural and social forces. Situational analysis includes the
identification of unexploited customer satisfaction and preferences. The organisation should
understand the business environment and examine the ability to gratify the requirements
(Fan, Lau, and Zhao, 2015).
Different marketing both B2C and B2B
There is a huge dissimilarity between business-to-business and business to customer. B2B
focus on logic of product, which does not involve personal emotions in the purchasing
decision. Software will be able to rationalize the effort with help of software and satisfactory
training and believe sales procedure to include comprehensive data.
On the other hand, marketing to the customer will focus on benefits of product. Customers
are different through the variety of distribution channel for convenience. Consumer want to
work with an aim to understand the features. Messages must be easy to grasp as consumers
face shorter purchasing process as compared to business.

Title role of marketing and its association with other functional units of the company
This function is associated with several functional areas of the organisation. McDonalds is
world market, which defines goals and struggle to attain nearly 100 percent of the customer
satisfaction enabling greater market share and optimising so that it can reduce its costs.
Therefore, McDonald’s opts for holistic digital strategy when capturing the attention of
younger generation by maintaining transparency (Silva, and Casas, 2017).
Marketing concept and role of marketing
Main roles of promotional activation functions include-
Preparation of the advertising tactics- marketing function of McDonald’s is to create
strategies, progress marketing tactics, execution, and planning. Manager conduct research for
clients and finds the needs to achieve the customer wants. Through a start to improve the
marketing strategies, it functions is able to create stability between the existing opportunities
and organisational goals (Fan, Lau, and Zhao, 2015).
Market segmentation- During identification of proper addressees when targeting them, which
is role of marketing manager. Global market is highly fluctuating and volatile where
companies need precisely segmented, which is availed by marketing. For instance- When
serving every segment, it is divided smaller customer group. McDonald’s change the
activities as per the geographical regions such as Africa, Asia, Europe, America, and Canada.
Actions include overview of Aloo tikki burger and McVeggie availed in India. Beef Burger
and McArabia chicken is availed in Arabian nations (Datta, Ailawadi, and Heerde, 2017).
Production- marketing role enable it to grasp the customer likings, which regulate creation.
McDonald’s have beef, potato, milk, chicken, and bread for production.

Operations- Operational department regulates the licensing and extended supply chain of the
cafes. This functioning department assists the franchisees. Here is the procedure of producing
the “bun.” The procedure is after the company becomes to foresee the customer likings.
(Source: Warren, 2017)
Comparing how organisations use marketing mix (7P) for the achievement of overall
organisational objectives
Marketing mix is established set of activities and tactics, which corporation utilises to
advertise and encourage the trademark and the product in market. Marketing mix includes
promotion, physical evidence, price, place, process, product, and people.
Product- Company avails and renders numerous corporate services where the organisations
have the product mix is made up of beverage food products. The company is moneymaking
and its product mix is effective (Datta, Ailawadi, and Heerde, 2017).
Price- Price reflects the value of product, which purely depends on the segment targeted, their
ability to pay, cost of production, direct and other indirect factors. Customers purchase happy
meal and extra meals in order to optimise value of product and costs. The company uses the
psychological pricing, which induces the customer, which are comparatively cheaper.

Place- McDonalds will include mobile applications, postmates, and websites. The restaurant
manage kiosks will include limited assortment of varied goods. It is seen that in case of
Kiosks, the organisation can use proficient sports car race with seasonal events.
Promotion- Company is beneficial so that kids are attracted by the clown. Advertisement is
notable promotional and advertising tactics as being used for the McDonalds.
People- Companies will include management, employees and customer representative. Most
importantly, one runs the organisation, managing, and representing the company (Fan, Lau,
and Zhao, 2015).
Physical evidence- The Company will deal huge varied of goods to the clients with paced up
services. The organisation had more than 36000 stores all over the world.
Process- Company is well known and the major food purposes amongst the varied people in
entire world. In this way, they offer diverse selection of the public (Morgan, Whitler, Feng,
and Chari, 2019).
The element include product mix, which covers varied organisational outputs when targeting
market. Main products will cover the product line of Hamburgers, beverages, snacks, fishes,
deserts, shakes, and salads. The company has “Mc” at the starting on several products in the
name of Egg Mcmuffin and Mcflurry, which can make the product specifically and
fashionable, which is problematic for the competitors to duplicate. For instance- The
Company offers beer in Germany with diverse soups in Asia. While considering the risk and
uncertainty, product mix has decreased the McDonalds dependence on few market place
targeting and its segmented portion. Price range from the corporate food to the beverage food.
Pricing strategies in the KFC and Burger farm is moderately comparable in terms of quality
of goods. The goal is to resolve the price attention when maximising the profit margins and
sales volume (Clark, 2018).

Development of basic marketing plan
While considering the marketing plan, the organisation can revert to market opportunities,
which is present in external environment-
Identification of niche market-
The company practises mixture of psychographic, geographic and demographic breakdown
when identifying the preferences and taste of customers. With an aim to cope up with the
changing the purchasing pattern of customers and increase the income level, McDonald’s has
initiated spending the distinguished targeting market strategy by furnishing the wants of
increasing customers. The organisation has evolved from several positioning that is purely
based on value based positioning strategy. When accomplishing and approaching target
market, it has a set of vision, and mission, that are beyond things. The organisation has
remained positive power for individuals, domain, and societies (Olson et al., 2018). Clear
insight in the potential customer market, which they would purchase from McDonalds where
it already has big brand name in terms of quality, environment, variety by taking part in the
CSR activities. Identification of the competitors want target customers include Burger farm,
Dominos, and Burger king. The organisation has been enjoying widespread branding with the
assistance of tie-ups and supports with the renowned bodies such as FIFA, which has assisted
the organisation to enhance its sales by reflecting in global marketplace. Target market of
organisation include regular customers that are at the age of generally 15-40 years who has
loved to hangouts with friends, loved ones, and the family. The business was attracted and
persuaded to the earlier inhabitants those are in college (Cacciolatti, and Lee, 2016). The
organisation has damaged the brand equity by lessening the brand so that disputes can be
avoided. The scandal has been positioned as a culprit among the customers just to provide
and recover the positions so that they can improve the relationships among the employees.
Furthermore, it is important to decide the approaches of the marketing, which define

whatever will be the quantity of customer to build customer base targeting to increase with
the assistance of planned budget. Every component of the marketing procedure, which is well
known with budget in outgoings total fund for the promotional activities (Harrington,
Ottenbacher, and Fauser, 2017).
Promotional activities Estimated budget
Publication (newspaper and Magazine) $120
Promotion through social media $50
Public relations $150
Advertisement (ad production) $100
The segmentation of McDonald’s have used demographic and psychographic factors as per
the considerable variable, which segment during tastes and alteration. With the changing
behaviour in consumption, it is seen that increasing income and purchasing behaviour of
customers, which can help in differentiating and targeting the catering needs. Organisations
make pricing strategy according to the audience founded such as product lining pricing,
promotional assessment and penetrating rating. When targeting, the organisation marks toys
to offspring by happy meals and consume fun accordingly. Strengths of plan indicate that it
has entered coffee market so that it can gain market proportion. The organisation can adhere
to the concept of the value pricing, which will include several combination such as cokes,
toys, fries, and happy meals (Devia, Aisjah, and Puspaningrum, 2018).
Conclusion
This report has been continued on resilient argument on the marketing and its association
with the other many organisational functions. Overall marketing mix of McDonald’s has been

laid down above with comparison when achieving the organisational goals. Construction of
marketing plan has its evaluation undertaken in the report.
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