INTRODUCTION
Marketing is considered a crucial process in which goods are bought and sold with respect to satisfying the needs and wants of people at the marketplace. In an organization, the manager plays a vast role in managing organizational activities in the most effective manner as to implementing all activities in a more effective manner. McDonald's is the chosen company for this particular report, the company deals in hamburger and fast-food restaurant chains. It is the world's largest food chain company which is stated in the United Kingdom and widespread concern about providing high-quality products and services to their significant customers in respect to attaining a competitive edge within the marketplace. The present report is categorized among two different parts and each part is based on a different scenario. The first part is discussed about the key roles and responsibilities of the marketing functions and how roles and responsibilities of marketing relate to the wider organizational context. The second part is based on the marketing mix to the marketing planning process to achieve business objectives and an effective marketing plan for organizational growth.
TASK 1
P3) Comparison among McDonald's and Burger King through marketing mix
Marketing mix performs most important role in analysing the actual position of firm within the market place. This tool plays vast role in sustaining a higher position within the market and organisations are widely concern on applying this tool as to introducing a new and attractive product within the market place. (Desai, 2013). In the modern business environment competition is so high at market place and organisations are widely concern on attaining competitive edge as to developing new and attractive products at market place, in respect to providing higher competition to their significant rivals. Burger King is the competitor of McDonald's and the comparison among these two are described as below:
|
Basis |
McDonald's |
Burger King |
|
Product |
McDonald's has large variety of food items and it deals in both veg and non veg products such as French fries, Cheese burger, chicken Mc nuggets, hamburgers etc. They are mainly concerned on improvising their quality of products in respect to creating brand awareness among public. |
The company Burger King operates as a fast services outlet which deals in variety of burgers as its major product. The company also offers variety of products like Burgers, Chicken and fish, sides, salads and veggies, beverage and sweets. |
|
Price |
The company is charging less prices for their products as making things affordable for buyers (Dibb and Simkin, 2013). |
The company is mainly applying generic strategy of cost leadership in respect to fulfilling the desires of people in less prices. |
|
Place |
The company have made their presence all over 121 countries in which company conduct their operations through the 40000 outlets. They had adopted aggressive strategy for expanding there business in ruler as well as urban areas. They are significantly implement their outlets in the city area of country as to developing the sales and revenue of firm. |
The company operates globally and offer its services by its outlets. The company mainly operates its operations via franchises, under an arrangement of franchises. |
|
Promotion |
In respect to grabbing attention of more and more buyers McDonald's operate various marketing strategies such as personal selling, advertisement, sales promotion and public relation and so on. |
As to gaining attention of customers Burger King is applying various promotional strategies such as Advertising,Sales promotions, Personal selling, Public relations (Fill, 2011). |
|
People |
The higher authority, CEO, Managers and employees are the key element of firm as the growth and success of the firm is based on their contribution. As a largest food retail company McDonald's has around 13000 restaurants in which business operations are handled by higher authorities and employees are concern on rendering high quality products to their significant buyers. The company has mainly targeted kids and teenagers as people from these group are very much attracted towards fast food. |
Burger Kind is funded in the year of 1954 and conduct their operations through 7800 restaurant which are stated globally. The company is mainly concern on hiring educated employees as to resolving the issues of customers in effective manner. John W. Chisley is Burger Kibgs Chieg Executive Officer and Executive Chairman of The Board. He has served in the CEO capacity since 2008. The company is also targeting to people from teenagers and adults as this age group is very much concern on consuming new food products. |
|
Process |
Employee services of Mc Donald's represents the hygienic theme in front of customers and displays the model of quality services and products. |
The company is spending a huge amount in their outlets as to grabbing attention of customers. |
|
Physical Evidence |
The company has around thirty five location across the globe and over three lack employees are performing different activities as to satisfying the needs and wants of people. |
Burger King, depend in suburban Miami, Florida, operates more than 11,900 outlets in all 50 states including 107 in Alabama, 122 in Arizona, 336 in Michigan and 547 in its home state of Florida. |
TASK 2
P4) Basic marketing plans for organisation
Marketing plan plays effective role in leading entire business activities in right way. As a leading food retail organization McDonald's is centred around giving fantastic nourishment items to their clients over the world. Organization has progressively that 20000 eateries, which are built up at different area over the world and give high calibre and quick administrations to their clients to drawing in expansive number of clients towards the offered items and administrations of firm (Hsu, 2011). A successful showcasing plan has included different segments, which are portrayed as under:
Vision and Mission statement:
Vision Statement:
This is a predetermined statement which states the purpose of firm in clear and precise manner. The company has planned different process and techniques for assembling items and administrations that are having diverse fixings from different firms. They are centred around executing according to the standards of directing and successful centre qualities.
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Mission:
This announcement is associated with nature of items, sound workplace and estimations of clients who are coming and exploiting offered items and administrations. Different instruments are received keeping in mind the end goal to make progress and development for long keep running of business (Jones and Rowley, 2011).
Products and services offering by company:
The company deals in variety of food and beverage items such as hamburgers, cheeseburgers as well as Fries, Salads, Hash browns, Onion rings, Coffee, Juice, Shakes, cookies and pies etc. As to grabbing the attention of more and more customers company is concern on launching a new product which is a organic burger and this product is based on providing proper nutrition to their significant customer. This product is effective in providing various health benefits to their customers as in this base is baked through the protein items like wheat, oats etc. This product is beneficial for the people who are facing the issue of obesity or extra weight.
Budget:
It is required for firm to investigate the new market pattern and systems which are embraced by firm keeping in mind the end goal to complete their business exercises in fitting way. It is the duty of marketing manager to make appropriate spending plan with a specific end goal to leading different the operations of business in right direction as to attaining higher profit and growth at market place (Joshi, 2012). A proper budget helps in creating awareness about products, so this could easy for buyers to purchase as per their own requirements. The marketing budget about spending plan of organization is portrayed as under:
|
Marketing budget |
|||||
|
Particulars |
1st year |
2nd year |
3rd year |
4th year |
5th year |
|
Initial money |
70000 |
120000 |
162000 |
150000 |
38000 |
|
Investment |
29500 |
36600 |
32000 |
16300 |
|
|
Total |
70000 |
90500 |
125400 |
118000 |
21700 |
|
Marketing expenditures |
|||||
|
Advertisement |
8000 |
9000 |
6000 |
6000 |
5000 |
|
sales promotion |
3000 |
1500 |
3000 |
2000 |
7000 |
|
Direct marketing |
7000 |
4000 |
6000 |
9000 |
4000 |
|
Total |
18000 |
14500 |
15000 |
17000 |
16000 |
|
Available balance |
52000 |
76000 |
110400 |
101000 |
5700 |
STP Analysis of McDonald's
This consist to be the most essential element of firm as it is essential for an organisation to target their customers in respect to develop a marketing strategy. Better knowing about the customers helps the firm in attaining high growth through applying an appropriate marketing strategy. McDOnald's has segmented their items as per the base of demographic, psycho-graphic and behavioural. They have segmented their products and positioned them as per the requirements of their targeted customers. The company is not focusing on segmented their products as per the adult target group. The major targeted customers for the organic burger are the kids who are facing the issue of childhood obesity and the teenagers who are overweighted.
|
Segment |
People willing to have a hygienic and delicious non conventional meal at a restaurant and McDonald's is focused on providing a burger with various health benefits. |
|
Target |
Children and youth from middle and upper class. The price of product is high than the other burgers because it is fully based on the organic items. |
|
Positioning |
The company is mainly positioned their outlets in the mid of city as it is effective for customer to taking benefits of the products and services of the firm. McDonalds is a fun filled fast food joint the entire family to enjoy. |
CONCLUSION
As per the above discussion, it get analysed that marketing plays a vital role in growth and success of business association. While implementing promotional and marketing campaigns managers are required to fulfil their roles and responsibilities in an effective manner. Marketing is also refers as the combination of various activities in which sales promotion, public relation, marketing campaign are involved and this also helps an organisation to provide a clear vision and objectives for the purpose of implementing their future actions in effective manner.
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