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Introduction

Marketing concept plays essential role in each and every type of firm; which includes activities performed by management to spread information among public about items and services. People purchase things only when they have knowledge of different variety of items that are present in marketplace. Companies require to establish relationship with customers and formulate strategies to make system function in according to needs and wants of people. Market research is appropriate tool used by manager to have complete information about demands of customers and competitor's offerings (Pike, 2015). Present report is based on McDonald's which is famous fast food restaurant established in UK and various other nations. French fries, hamburger, soft drink and various other food items are provided by firm. This assignment specifies information about roles and responsibilities that are performed by marketing department. Along this, it also consists interaction with other units that is human resource, finance, operation, sales, research and development. Marketing mix and plan is designed by management to inform public about variety of food items and to grab attention of large number of people; thereby enhance sales and profit.

Task 1

P1. Roles and responsibilities of marketing function

Marketing department requires to have skilled and competent members so that appropriate promotion activities are executed. It is necessary that organisation have appropriate market image and goodwill to attract people and make them purchase things in respect to their demands. Pricing and promotion tactic are formulated by seniors to help other units that is production and sales to have large customer base. This helps administration to take appropriate decisions and design items in according to requirements of consumers. In McDonald's, marketing unit responsibility is to provide information to public about food items and packages designed by superiors to attract large number of people (Malhotra, 2015). These are various role and responsibilities which are executed by marketing unit are they are stated beneath:

            Product: This tactic define that organisation require to provide items and services in respect to needs and wants of public. Marketing team require to have complete information about products, its features and benefits which help firm to attract people. McDonald's provide numerous kinds of food items and quality things to retain customers for longer period. Hamburger, cheese burger, desserts, French fries, etc. are various items that are provided by company to fulfil demands of people. Marketing team helps operation unit to deliver quality food products to consumers. Along this, restaurant provide food items in according to taste and preference of people.

            Pricing: Management duty is to determine appropriate rates of food items to grab attention of large number of people. Customers purchasing power determine amount of products they will be able to buy in respect to their needs and wants. McDonald's provide different variants and at appropriate prices to attract consumers and make them purchase things in respect to their demands. In this marketing team provide information to people about different meal packs and packages that are designed by management to grab attention of people. Along this, it helps firm to position higher than rival brands (Hair Jr and et. al., 2015).

            Promotion: This is another responsibility of marketing unit which includes activities executed by management to use appropriate tools such as online marketing, print media, sales promotion, publicity and social media. These are tools that are used by McDonald's to attract people by informing them about different variety of food items and packages. Consumers prefer to purchase quality items and things which have brand value. Promotional techniques are used by marketing unit to influence people by timely providing them data about products, benefits and features. This also helps management to compete with rival restaurants by giving customers appropriate advantages such as meal packs and various attractive tools such as gifts and toys to children.

            Marketing information system: This is essential tactic which defines that business firms needs to provide adequate information to public about variety of items and services. It is essential that management uses appropriate promotion tools to convey to public about benefits and features of products. McDonald's have good market position and image as firm provide quality food items and different varieties in respect to taste and preference of people. Marketing team plays important role to communicate consumers and attract them by providing them information about meal packs (Babin and Zikmund, 2015).

            Financing: Marketing department's prime responsibility is to use various promotional techniques to communicate public about items and services. For designing appropriate message and attractive videos and pictures, it is essential that management have adequate funds to implement appropriate tools and technologies in system. McDonald's requires to use adequate techniques which help firm deliver different variety of food items and also of good quality. Consumers visit restaurant again only if they get quick services and food items in according to their taste and preferences.

            Distribution: Management require to provide different items and services to people to fulfil their demands. It is necessary that organisation have number of branches established in nation to make it easy for consumers to purchase products according to their needs and wants. McDonald's have more outlets than other food restaurants which help seniors to have large customer base. In this marketing unit role is to use various promotion tools and techniques to inform public about different food items and meal packs. Along this, they even require to examine different distribution channels that help management to provide quality things to consumers at correct time and place (Lane, 2016). 

            Thus, these are various activities that are performed by marketing department of McDonald's to have large customer base. Management provide different variety of food items in respect to taste and preference of people. Along this, various promotional and pricing strategies are formulated by seniors to grab attention of large number of consumers. Marketing team responsibility is to conduct market research to have complete information about taste and preferences of people. Apart from this, they even require to attract people by communicating them about different meal packs and food items. This helps company to position higher than other food restaurants and compete with competitors in efficient manner. Thus, management of McDonald's is able to enhance sales and generate adequate revenue from business.

P2 Roles and responsibilities of marketing relate to organisational context

Organisation have different departments that is human resource, finance, operation, marketing, sales, research and development. It is necessary that administration have adequate manpower which are distributed in these unit in according to their skills and abilities. McDonald's which is famous food restaurant having numerous outlets established across world. Management require to regulate and organise business activities in according to provide appropriate food items and services to people (Baker and Magnini, 2016). They require to make system function effectively and use adequate tools and technologies so that quality products are provided to consumers. As, every industry have numerous firms which are executing business; so it is necessary that marketing department uses various promotional tools to spread awareness among public about meal packs and food products. Thus, this is inter-connection that marketing unit have with other departments is stated below:-

            Human resource functions with marketing unit: HR unit duty is to have adequate manpower in organisation to execute business activities in proper manner. Employer responsibilities include conducting recruitment, selection, compensation, training and development processes to employ appropriate individuals in McDonald's. Human resource provide duties to members in respect to their skills and abilities. Thus, they require to have skilled and competent people in marketing unit which have capability to use adequate tools and technologies to spread information among public about food items.

            Operation functions with marketing unit: Production department duties include manufacturing appropriate items and services in according to fulfil needs and wants of people. It is necessary that management have adequate resources that is funds, material and manpower to execute business activities properly. McDonald's provide variety of items and use appropriate things to provide quality food products to consumers. Marketing team have complete information about needs and wants of people which help operation members to design items and deliver quality things to consumers. Along this, they even require to formulate appropriate meal packs in  according to provide adequate food products to consumers. This help management to enhance sales and generate adequate revenue from business (Griffitts, 2016).

            Finance functions with marketing unit: Organisation require to have adequate capital to purchase appropriate material and various other resources to execute business activities in according to market conditions. It is essential that management uses funds adequately and provide budget to every department to execute activities effectively. McDonald's which have branches set up in different nations require that administration establish strong market position and image. Marketing team require that system have appropriate technologies and tools which help them to provide information to public about variety of food items and meal packs. Online advertising, social media and e-marketing are various techniques that are used by firm to grab attention of large number of people. For this, finance unit require to give appropriate amount of funds to marketing members to use latest tools and technologies. 

            Sales functions with marketing unit: Corporations require to have adequate customer base which help administration to enhance sales and generate adequate profit from business. Marketing team uses various promotional tools to inform public about food items, meal packs and prices to grab attention of large number of people (Pappas, 2017). This helps sales members as they don't require to influence public and convince them to purchase things. Consumers have appropriate knowledge about variety of food products of McDonald's which help them to choose items and purchase in according to their taste and preferences. This helps firm to attract people and make them purchase food items in respect to their demands and fulfil requirements.

            Research and development functions with marketing unit: R&D unit responsibility is to conduct market research and survey to have complete and accurate information about needs and wants of public. It is necessary that items and services are designed by management in respect to demands of people. For this, seniors implement latest tools and techniques in system which help McDonald's to provide creative and unique food items to customers in respect to their taste and preferences. Company keep modifying their menu and offer variety of products to fulfil needs and wants of people. In this, marketing unit responsibility is to inform people about changes and transformations that are made by management in items. This help members to attract large number of individuals; thereby enhance sales and profitability (Illing and Anders, 2016).

            Information technology (IT) functions with marketing unit: IT department duties is to design system and implement appropriate tools and software which helps management to provide adequate items and services to consumers. Marketing team requires to have latest technologies to execute activities and design attractive messages in respect to inform public about variety of products, meal packs and prices. Online advertising and e-marketing require that McDonald's use appropriate devices to convey information to consumers and attract them. It is also necessary that company establishes good reputation and goodwill which helps management to position higher than competitors (Dessain, 2016).

            Therefore, marketing team provides support and help to other units of McDonald's by informing public about variety of items and meal packs. With use of online advertisement, print media and e-marketing tools management spread awareness to people about packages and variety of food products. This advantages company to have large customer base and enhance sales by providing appropriate data about food products, its prices and other essential aspects.

Task 2

P3 Compare ways to use elements of marketing mix to achieve business objectives

Marketing department formulate plan which includes information about marketing mix which help management to design system and execute business operations effectively. Product, price, place, promotion, people, process and physical evidence are various constituents which help organisation to grab attention of large number of people.

McDonald's is popular food restaurant which has number of branches established in UK and various other nations. Marketing team require to design appropriate marketing mix and deliver appropriate variety of items and services to consumers to enhance sales and revenue. As, McDonald's have competition from Burger King which is also famous food chain (Kladou and et. al., 2016). Thus, it is necessary that adequate strategies and tactics are designed by marketing members to enhance market position and grab attention of large number of people.

Basis

McDonald's

Burger King

Product

Hamburger, desserts, chicken products, breakfast goods, cheese burgers, deserts are various food items that are provided by firm to fulfil needs and wants of people.

All these are offer to customers in order to attain their satisfaction level. 

Burger King offer quality products to its customers according to their needs. In this the main focus of company is to offer quality food items to its customers. It includes French fries, sandwich, soft drinks, desserts, milk shakes and many more.

Price

McDonald's provide different variety of food items and at reasonable rates to target people by giving them things in respect to their demands. Different packages and meal packs are formulated by company to attract people and make purchases in respect to needs and wants.

Burger King use oriented pricing strategy in which they set their product price is appropriately. Basically, firm focus on their product quality and services in which they offer customers as per their needs. In this they serve their products at affordable cost in order top increase profitability level.  

Place

Franchising is appropriate technique which is used by company to increase outlets and provide people number of branches to avail food items and services to fulfil their needs and wants.

McDonald's have branches established in different nations which help firm to have large customer base. Along this, company have numerous outlets in particular country which help marketing team to enhance sales and profit. 

It include that place where company serve their products to its customers. In this Burger King set their outlets attractive which influence customers to consume its products. In addition of this company operate their stores in various countries to offer services.

Promotion

Online advertising, social media and e-marketing are various tools used by marketing team to inform public about variety of items and meal packs. This helps marketing team to grab attention of large number of people and establish brand.

McDonald's has strong market image as company provide information to consumers about packages and food products. 

Burger king use effective ways to communicate with their customers to influence them to buy company products ad services. By this company increase customers awareness towards its products and services which may leads in increasing profitability level at market place.

People

Toys and various food items are provides by McDonald's to provide different variants of food items in respect to target consumers. Hamburger, desserts, chicken products, breakfast goods, deserts and drinks are various things which are provided by firm in respect to taste and preferences of people.

Customers, workers and management which play vital role in executing activities of the company. So that, company have to offer quality services to its customers as per their needs. Along with this, they also provide better training and development to their workers so that they effectively serve quality services to its customers.

Process

McDonald's system includes latest tools and techniques which help management to utilise resources and deliver appropriate items and services to people. Quality food products and quick services are provided by firm to consumers which help management to establish good position in market. 

It includes effective method and procedures to serve products and services to its customers. Thus, it is important for company to use appropriate manufacturing process to produce quality goods and services as per customers needs. This will aid in increasing profitability level at market place.

Physical evidence

McDonald's includes attractive infrastructure which helps consumers to have good experience. Along this, self service helps people to purchase food items and have appropriate place to eat food adequately. Restaurant also includes Ronald statue which help firm to give additional benefit to consumers. 

Burger King operate their business activities in various location in which they  offer their services. In this context, company also includes pamphlets, brochures an many more to serve their product information to its customers in order to influence them to consume its products.

 

Task 3

P4 Basic marketing plan for organisation

Marketing department responsibility is to promote information among public about items and services. It is essential that organisation design appropriate plan which includes data strategies formulated by management in respect to pricing, promotion and distribution. Seniors require to utilise resources that is funds, material and manpower efficiently; so  that adequate business operations are executed. Top personnels duty is to frame mission, vision and objectives to direct members; thereby make them perform duties effectively. Human resource, finance, production, marketing, sales, IT, research and development are various unit which are constructed by administration to conduct activities in according to accomplish goals and targets (Mueller and et. al., 2015).

             In McDonald's, marketing plan is framed by marketing department which specifies information about activities executed to attract public by acknowledging them food items, benefits and meal packs. Hamburger, desserts, chicken products, breakfast goods, cheese burgers and various other products are provided by restaurant to fulfil needs and wants of people by giving them options and different variants of food things.

            Vision of McDonald's: Company gives quality food items and uses appropriate technologies which help management to provide quick services to enhance customer's experience. McDonald's provide good infrastructure and quality products to attract people by offering different varieties in respect to taste and preferences of consumers.

            Mission of McDonald's: Administration goal is to construct consumers loyal by providing them quality food items.

            SWOT analysis of McDonald's: This tool is used by management to have accurate and complete information about system abilities and market conditions. It is necessary that top personnels design system and execute activities in such manner that appropriate items and services are delivered in marketplace in respect to needs and wants of people. Marketing team conducts SWOT analysis which help McDonald's to utilise market opportunities with uses of strengths of system and protect it from threats by reducing weaknesses (Hoeffler, Herzenstein and Ginzburg, 2015). This is explanation which is described below:

Strengths

Weaknesses

·       McDonald's have set up branches in different nations which help business person to have large customer base.

·       Franchising is appropriate tool used by company to  have numerous outlets established in market.

·       McDonald's have strong brand image and goodwill, as firm provide quality food items and variety of products in according to taste and preferences of consumers.

·       Online advertising, e-marketing and social media are various promotional tools used by marketing team to inform public about meal packs and items.

·       Market share and position of McDonald's is reducing which is due to various new restaurants are opening outlets in market.

·       Franchising may impact on image of McDonald's. As, management quality of food items determine consumer's retaining or shifting to other brands.

·       People taste and preferences keep on changing with time which is due to technological advancements and improvements made by chef's. 

Opportunities

Threats

·       McDonald's have joint venture as option to join hands with retailers and supermarket of UK to increase customer base.

·        Increase food varieties and provide different variants to people in respect to their taste and preferences.

·       McDonald's require to implement new tools and techniques to deliver quick services and innovative food items. 

·       Burger King, KFC, Pizza Hut and so on are various rival brands of McDonald's.

·       Company require to provide different food items and quality things to consumers to grab attention of large number of people and enhance sales and profit.

 

            STP OF McDonald's: This technique is used by marketing team to grab attention of large number of people by giving them appropriate items and services in respect to their taste and preferences. It is necessary that marketing plan includes information about different tactics and strategies to attract consumers by giving them adequate benefits, gifts, vouchers, toys and various other aspects to target people and make them purchase food products in respect to their needs and demands. This is description of various techniques that are used by McDonald's are defined below:

            Segmentation: This concept specifies that market includes different kind of people which have different needs and wants. It is essential that McDonald's provide food items and various other benefits to attract people and enhance sales. Food products varieties are designed by top personnels in respect to taste of consumers and age group. This help company to have large customer base and enhance sales; thereby generate appropriate revenue from business (Penoyar, 2016).

            Targeting: This tactic define that organisation require to provide different items and services in marketplace in respect to needs and wants of people. McDonald's have branches in different nations which help firm to have large customer base. Toys and gifts are various tools that are provided by firm to grab attention of children by providing them attraction to visit stores. Along this, variety of food items are provided by company to provide things in respect to taste and preferences of public and target consumer. 

            Positioning: This is last concept of STP which includes activities executed by marketing team of McDonald's to use appropriate promotional tools such as online advertising, social media and e-marketing to inform people about variety of food items and meal packs (Piñeiro-Otero and Martínez-Rolán, 2016).

            Marketing mix of McDonald's: Marketing team require to specify appropriate information about 4 P's  which help management to execute business operations in according to market situations. This is description of marketing mix which is as follows:

            Product: Hamburgers, chicken products, soft drinks, desserts and many other food variants are provided by McDonald's. Along this smoothies, fruits, salads and fish wraps are various other things that makes it famous fast food restaurant (Mendel, 2016).

            Price: McDonald's has large customer base as they provide food items at reasonable rates than other rival firms. To segment people of different background, restaurant give products in respect to their needs and wants.

            Place: McDonald's have set up branches in different nation which help firm to have large  customer base. Along this, it also benefits business person to enhance sales and generate adequate profit from business. 

            Promotion: Online advertising, social media and e-marketing are various tools that are used by McDonald's to inform public about variety of food items, meal packs and packages. This help company to establish good image and reputation in market and attract people (Perry and Pyatt, 2015). 

            Execution: Marketing department frame marketing plan which includes complete and accurate information about variety of food items, strategies in respect to promotion and pricing. After this, management responsibility is to execute market research to acknowledge needs and wants of public; thereby provide support to other units to execute activities accordingly.         

            Evaluation: This is last step which define that marketing team require to have information whether marketing plan is constructed in respect to needs and wants of people or not. McDonald's sales and profit determine actions which management take to organise business operations and deliver appropriate items and services to consumers (González-Prida and et. al., 2015).

Conclusion

From the above mentioned assignment, it can be summarised that marketing is an important activity as well as part of the business organization to increase the profitability level. It also helps in building positive relationship with their customers by providing them quality services. Basically, it consider as an important tool by which company effectively communicate with their customers towards the company products and services. In addition of this, by using marketing tool firm can easily attract as well as invite number of customers. This will enhance the profitability level of the company at market place. For attaining the same, company have to use appropriate distribution channel for delivering variety of products at affordable cost. Along with this, various roles and responsibilities of marketing function also contribute in executing entire business activities to enhance the profitability level at market place. Marketing plan of McDonald is also summarised in this project which consider all the elements to attain better success at market place as compare to its rivals.

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