Marketing Report: Analysis of McDonald's Marketing Plan and Strategy

This report provides a comprehensive analysis of McDonald's marketing strategies, focusing on the application of marketing principles to the fast-food industry. The introduction establishes the importance of marketing and its role in achieving business objectives, specifically within the context of McDonald's. Task 1 explores the concept of marketing, its key roles, and responsibilities, including market information, standardization, and product distribution. It further details the marketing process, including analyzing market opportunities, selecting target markets, developing the marketing mix (product, price, place, and promotion), and managing marketing efforts. Task 2 examines the roles and responsibilities of marketing in relation to organizational goals, emphasizing collaboration between marketing and research, finance, and sales departments. Task 3 compares different marketing mix approaches to develop a marketing plan, focusing on the 7Ps of the marketing mix (product, price, place, promotion, people, process, and physical evidence) and their application to McDonald's and Burger King. Finally, the report includes a marketing plan developed for McDonald's, incorporating the elements discussed throughout the report. The conclusion summarizes the key findings and recommendations for McDonald's marketing strategy.

Marketing Essential

Table of Contents
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3
P1. Concept of marketing and its key roles and responsibilities &marketing process...............3
P2. Roles and responsibilities of marketing for organisation goal..............................................5
TASK 2............................................................................................................................................7
P3. Compare the ways of marketing mix to develop the marketing plan...................................7
TASK 3..........................................................................................................................................12
P4. Marketing Plan for McDonald's..........................................................................................12
CONCLUSION..............................................................................................................................14
REFERENCES..............................................................................................................................15

INTRODUCTION
Marketing is an important tool which is used by the companies to sell its products and
services. It includes various activities such as- promotion, selling, market research and delivering
etc. It is a process through which goods and services move to the customers. In this report chosen
organisation is McDonald's. It is established in 1940 and it is an American fast organisation. The
aim of assignment is to understand the marketing, role of marketing and elements of marketing
mix to achieve overall business objectives. It covers the following topics such as- role and
responsibilities of marketing function and 7ps of marketing. Apart from this it also talks about to
develop a marketing plan for the McDonald's.
TASK 1
P1. Concept of marketing and its key roles and responsibilities &marketing process
Marketing is an essential function for the company to sell its products and services to the
consumer and it also focus to satisfy the wants of persons. It is based on the thinking about the
customers needs and try to fulfil it (Marketing, 2018). Almost every organisation has use
marketing function so that they can increase the market share and it leads the company to earn
more profits. It is performed by marketing department of the organisation. It can help to
understand the current and future trends so that products and services can be offered according to
it. Future expectations of consumers can help to know about the future trend. By analysing the
habit, taste, fashion, and preference it is possible to know about the future needs of persons.
McDonald's can use this function to grab more market share and fulfil the desires of people from
it and provide the best quality of food to the persons (Baker, 2016).It helps to achieve the
sustainable success and growth. The roles and responsibilities of marketing manager are as
follows:
Market information:
Marketing information is required to analyse the demand of goods and services in the
market. In context to McDonald's, it is important to know the what is the current trend and what
thing is demanded by the consumers. It helps to provide the various information like- taste,

preference, habit and market size etc. It is helpful for the company to produce those products
which can satisfy the needs and wants of customers. Marketing manager help the organisation to
provide these essential information to the company.
Standardisation:
It helps the company to set specific standards so that everyone has to perform according
to it. It is based on the certain beliefs and values of the organisation. In context to McDonald's, It
can set a standard that their company will not compromise with the quality of its food and
effectively provide its services to the consumers. It help to develops the believe in the people
about the organisation (Beck and Reichert, 2012). Marketing manager of McDonald's should
take care about the standards so that it can run for a long time in the market and earn more
profits.
Product distribution:
Product distribution is the process of making a product available to the consumers or the
persons who need it. In context to McDonald's, it can provide its food product and services to
those persons who need it most and who like it. It helps the company to grab more market share
which can help it to earn more profits. It is the responsibility of marketing manager to maximise
its distribution so that reach of the organisation can increase to those areas which are untapped
by it.
Functions of marketing manager
 To conduct marketing research so that business of company can grow and organisation
can produce the products as per the need of consumers.
 To develop effective marketing strategy as per the marketing plan so that objectives of
company can be accomplish as per the requirement.
 The functions of marketing manager is to emphasis towards the consumers relationship
management.
 The function of marketing manager is to manage the employees in the corporation so that
they can perform as per the need.
 The function of marketing manager is ensure that consumers are aware about the
products of organisation.
In Marketing process companies try to discover unsatisfied consumers so that it can
introduce its product according to the needs of customers. It help to analyse the selecting market,

market opportunities and managing the marketing efforts. It can help to develop the marketing
plan for the organisation. McDonald's can use it to make effective business plan so that they can
make the products as per the needs and wants of consumers. There are mainly four steps which
can included in marketing process such as follows:
Analysing marketing opportunities:
To analyse the opportunities in the market, is the first step of marketing process. It helps
to know the desire of people. In context to McDonald's, it can satisfy the wants and needs of
consumer by providing the products according to that. For example, If customers demanded
quality product and it is able to provide that then company can fulfil the demand of its clients and
organisation is able to grab the opportunities which are available in the market. It helps the
company to make effective marketing planning process.
Selecting the target market:
Selecting the effective target market is important for the company to make better
marketing process. It can help the organisation to analyse new consumers in the new market. In
context to McDonald's, it can select the target market according to the following things which are
as follows like- food habits, preferences and income of persons on that particular area
(Biggemann, 2012).
Developing the marketing mix:
After developing the marketing strategy to targeted market now company can make the
plan for marketing mix. Marketing mix is a set of controllable marketing variables that the
organization blends to produce and satisfy the desires of persons in the targeted market. It mainly
consider the following things such as product, place, promotion and price. These four elements
are developed to achieve the marketing gaols of McDonald's and satisfy the consumer needs.
Managing the marketing efforts:
Marketing efforts are made to achieve the goals and objectives of company in the target
market. Management functions are mainly focus on the four things which are such as follows-
planning, analysing, implementation and control. McDonald's wants to fulfil its goals and
objectives by consumer satisfaction. It can help the company to achieve sustainable success.
P2. Roles and responsibilities of marketing for organisation goal
Marketing role is important to capture the more share so that company can increase its
reach. It is perform by the marketing manager of the organisation. It is the responsibility of

marketing department to increase market share and increase revenue so that it can achieve
sustainable success. Consumer satisfaction is the most important for the organisation and it can
be possible through only when it is able to fulfil the needs and wants of persons in the market.
Roles and responsibilities are performed by the marketing manager of McDonald's to achieve the
goal of the company. Roles and responsibilities of marketing are as follows:
Marketing department with research department:
Strategy formulation is the work of marketing department of the organisation so that they
can achieve the objectives of company. In context to McDonald's, if they enter into a new market
because they want to grab more market share. In this situation marketing manager can take help
of internet to wider geographical reach. It can help to know the food habits, preference and
income of persons in the particular location because organisation makes marketing research
online to analyse those important information about people (Davis, 2017). In marketing research,
research department of McDonald's can help the company to understand the desires of people so
that organisation can fulfil it.
Marketing department with finance department:
Marketing department of company perform the role of market research to grab the more
market share. It can help the organisation to increase its reach in the market. In context to
McDonald's, if they want to bring a new product in the market then organisation can done market
research to sell its product. Market research can help the organisation to analyse the strength and
weakness of the competitors who are doing same business in the same area. Company's
marketing department can conduct its own research by studying industry report, market data on
websites or by contacting customers. Through these analysis company can understand the
perception of persons about the new product of McDonald's. Marketing department of the
organisation can take help from the finance department regarding the availability of the funds
which are needed for conducting the research.
Marketing department with sales department:
Product development department of company can take help of marketing department to
develop a new product or the improvement in existing product. They can analyse the sales of
similar food product and identify the gap in the product range where company can find new
opportunities. In context to McDonald's, if they want to introduce a new food product then
marketing team of the organisation can give the information to product development team which

will help to understand the desire of people. As per needs of consumers company can introduce
new product which can able to fulfil the demands of consumers. To know the likes and
preferences of people sales department will support the marketing department so that
McDonald's, can make product according to demand of the customers (Finch and O’Reilly,
2013).
TASK 2
P3. Compare the ways of marketing mix to develop the marketing plan
Marketing mix
Marketing mix is about the putting the right product at the right time, at the right place. It
focus on to satisfy the wants of consumers because they have different- different expectations
from the product of company. It helps in the marketing planning and its help to provide
information about the target market. So organisation can introduce its product as per the desire of
consumers. Growth and success of a company is depends on how it treat its customers and how it
is satisfy them. Marketing mix has mainly four elements which are product, price, place and
promotion. It is used by the corporations to promote its products so that they can capture more
market share and earn high profits. Mostly all companies use this tool to develop effective
marketing plan. McDonald's can use it to to increase its reach in global market. Elements of
marketing mix provides the insight about the target market, price, place, people, product
positioning, etc. which can provide help to the organisation to make its strategies according to it.
The 7 p's of the marketing mix are as follows:

(Source: 7 P's of Marketing Mix 2017)
Marketing Mix of McDonald's and Burger King
Basis McDonald's Burger King
Product Product is the goods which are
delivered by the organisation
to its consumers. McDonald's
has offers vegetarian and non
vegetarian food products like
snack wrap, happy meal,
chicken Mc-nuggets, Mc
Griddles breakfast sandwich
etc. Organisation has some
attribute which care for the
consumers sentiments on the
basis of culture and religion.
It has also deals in vegetarian
and non vegetarian food
products like- Whopper,
burger king speciality, BK
chicken fries, big king etc. It
should be develop as per the
demands of the consumers so
that it can satisfy the needs of
persons (FISK, 2013).
Price It is the most essential element
of marketing mix because
consumers are price sensitive
and they want quality product
Burger king is little bit costly
than the McDonald's. Price of
Hamburger is 0.99 GBP in
United Kingdom and it is

with appropriate and
affordable price. McDonald's
has offers reasonable price to
the customers and it the main
reason for the growth of it. For
example, consumers can buy
hamburger easily at the price
of 0.89 pound. Organisation
follows the bundle pricing
policy. It can attract the most
number of people because of
its effective price.
higher then the McDonald's. It
has uses the market oriented
pricing strategy. The price of
the product is based on the
manufacturing cost, if it will
high then price will also high
and consumers does not like
the product at higher price if
other company is providing the
same product at lower piece.
Place Place is the important to sell
the products of the company.
To chose the appropriate place
is essential for the business
growth and success. It sells its
food products to its own stores
and it can be seen in the
shopping malls, cinema halls
etc. McDonald's has its stores
in almost every big city so that
most number of persons can
reach there and enjoy the
product of the organisation.
Burger king has also opened its
stores in almost big areas or
city. It has established near the
cinema malls, shopping
complex etc. which can help
the company to sell its product
more. To select the appropriate
is important for the
organisation to get successful
(Huotari and Hamari, 2012).
Promotion Promotion is a tool which is
used by the companies to
advertise its brands or
products. It helps he
organisation to aware the
They target customers like
children and organisation
display its food products on
paper nut which is placed in
the tray. It use banners, social

persons about its products and
services. It helps to increase
the reach of the company.
McDonald's use various
promotional techniques to
inform the consumers about it.
It promote its products through
news paper, TV, social media,
hoardings, malls etc. It mainly
focus to attract the youth and
children. They giving toys to
the children's in happy meal
and it attract to them.
McDonald's is using these
promotional strategies to grab
the more share in the market.
media to promotes its products
because it want to cover most
of the market with its brand. It
is a good strategy of the
company. It can help the
company to increase the reach
of its product.
People People include everyone who
consume the goods and
services of the company.
People have its different-
different roles in the
organisation such as-
marketing, selling,
manufacturing, distribution
etc. which aim is to deliver the
products to the final
consumers. McDonald's has
its standard outfit for the staffs
for equal service treatment.
People are the most valuable
resource for the organisation
The outlets are handled by the
leaders and managers and they
ensure the satisfaction of
consumers. To encourage its
staffs its gives rank to them so
they can get motivated and
perform their best to achieve
the objectives of the
organisation (Laczniak and
Murphy, 2012).

which help the the company to
achieve the sustainable success
and growth.
Physical Evidence It has power to influence the
persons such as customers and
also the business functions of
the organisation. It includes
speed, quality, cleanliness etc.
It can help the company to run
for a long time and smoothly
run its operations in the
business.
Burger king has also same king
of physical evidence which
help the company to satisfied
the consumers by providing
goods and services as per their
needs and wants.
Process The process of producing and
delivering the foods is
transparent of the McDonald's.
They use effective technology
which can minimise the
production and delivering time
for the food processing. They
always try to use different
method of packaging which
can attract the consumers to
buy the product. Organisation
invites its consumers to check
the quality of food and the
ingredients which are used in
their products. It increase and
develops the faith in the people
about the McDonald's.
Customers can enter in that
Burger King also uses
transparent food
manufacturing process and it
also training to the licensees so
that they can maintain the
same quality and standard. But
is does not allow to its
consumers to enter food
processing area (Lewis and
Ling, 2016.).

place where food making
process take place. These all
strategies help the company to
build strong relationship with
its consumers (Macarthy,
2018).
The 7 p's of marketing mix which are using by McDonald's and Burger King has reflects that
there is reasonable price is maintaining by the McDonald's where as other company has high
piece. It reflects that McDonald's knows that consumers attract to those organisations who
provide the goods and services at affordable price with better quality. So its has able to gain
better performance and customers loyalty which help the organisation to achieve sustainable
success and growth and it can survive for a long period of time. McDonald's can introduce new
product so that it can grab more share in the market. It should also provide training to the
licensees so that same quality and standard can be maintained. Marketing mix help to develop
effective marketing plan so that organisation can satisfy its customers by providing the goods
and service as per their needs and wants. It help to make appropriate strategies to increase the
reach in global market so that it can earn above average profit. If a company is able to develop a
better marketing plan then chances of getting success has been increased. It help to find new
opportunities in the market so that new product can be launch according to it and it can be
successful.
TASK 3
P4. Marketing Plan for McDonald's
Marketing plan is a business document which outline the marketing strategy for the new
products. It often focus on the specific period of time and covers the marketing related details
such as costs, goals and action step. It gives the clarity about the clients and customers. It aid in
craft marketing message that will generate results for company. A marketing plan includes the
detail about current situation of the business. It allows the company to know its target customers
Marketing plan helps the company to launch its new product and improve the existing product so
that it can effectively capture the more market share. As the company McDonald's is coming up
with its new product name Mc-swirls, for that company planned to target the younger age people

of society. The marketing plan includes the marketing strategy of company for a particular
product. Company want to target people within the age group of 10-42 years and it is in orange
flavour.
Executive summary:
McDonald's want to develop a new product to capture the market share. It wants to
launch Mc-swirls as a new product and target the young generation of UK.
Vision and Mission:
Vision and mission of the McDonald's is '' to be our customers' favourite place and way
to eat and drink.”
Objectives to launching new product:
The objective of launching new product is to target the new sector so that company can
increase its reach and compete with its competitors. McDonald's has a good image and its focus
is to make its products more innovative and quality wise superior (Möller, 2013). Company has a
smart objective, which is to prepare and deliver its product within 10 minutes of the order to its
customers.
Marketing mix for Mc-Swirls:
It is essential for the company to use marketing mix so that its marketing plan can be
executed properly and McDonald's can launch its product easily. Marketing mix of McDonald's
is describe below-
Product:
It is the thing which McDonald's want to launch to enter in the new segment and in case
if this company the product is Mc-swirls.
Price:
The price of the Mc-Swirls is 2.5 GBP and which is affordable so people can easily buy it
and enjoy the product.
Place:
Place is any point or area where McDonald's want to launch its product and it want to
introduce its product in United Kingdom.
Promotion:

Promotion is needed to make people aware about its product and company can use
various promotional tools like- social media, radio, TV. etc. and these tools help the organisation
to increase its reach.
Tactics:
Tactics is the marketing tool which McDonald's can use to inform people about its new
product or existing products. There are various types of tactics which can be used by the
company, which are such as follows:
Shopping mall:
Shopping malls can be used by the McDonald's to aware persons about its products so
that it can increase its reach and more number of customers can use the product of the
organisation.
Social media:
Social media is a very famous and effective tool of marketing the product of McDonald's
. It can be use by the company to aware the persons about its new product. Apart from this it can
use TV, newspaper, hoardings etc. as a promotional tool so that maximum customers can attract
towards the organisation.
SWOT analysis for new product of McDonald's
Strength Weakness Opportunities Threat
It has the spread
operations around the
world.
Health conscious
people does not
interested in fast food.
It can increase the
food items in its menu.
Its has competitors like
Burger King.
Reasonable price and
good taste.
Disgruntled
franchisees
Can introduce some
beverage products.
Economic fluctuation
in the country.
Marketing evaluation:
It is a marketing technique which is used by the company after the marketing plan and it
help to analyse the success or failure of the new product of the organisation (Pike, 2012).It can
helps the McDonald's to make corrective action plan so that it can improve its quality and
delivery of service. Marketing efforts are such as follows:
Marketing Budget:

Marketing budget help the company to analyse its cost in developing the marketing plan
and also its process so that McDonald's can know how much expenses can be occurred in this
whole process related to the launching of new product. Marketing budget would be around
20000 GBP to be perform its all marketing activities.
STP analysis:
STP can help the company to effectively launch its new product in the market. As
McDonald's targeted people of age group between 10 – 42 years and location is UK initially.
Return on Investment:
Return of investment can help the company whether it in profitable position or not and
how much amount of fund it is earning through the launching of new product. It can help the
McDonald's to know its profits .
Expansion:
Expansion help the company to increase its market reach so that it can earn more profits
and achieve the success and growth. Through expansion McDonald's can maximise its product
reach in the market which help the organisation to maximization its profits.
Consumer response:
Consumer response is most important thing to know the response about the new product
of the company. If it is positive than it can survive easily in the market and if it is negative than it
can create trouble for the organisation and it can not able to meet the expectations of consumers.
CONCLUSION
As from the above report, it has been concluded that it is essential for the company to
make effective marketing plan so that it can easily achieve its goal and objectives. It makes the
organisation to survive in a long time and earn more profits. The chosen company, McDonald's
has develops the marketing plan to satisfy the consumers needs and wants. In this report roles
and responsibilities of marketing and 7 p's of marketing has been analysed by the organisation to
achieve its goals. Apart from this company has develops a marketing plan to launch its new
product Mc-Swirls.
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7 P's of Marketing Mix. 2017. [Online]. Available Through:
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