Marketing

Submitted by: Alishba Saeed

Submitted to: Sir Tanzeel

Submission Date: 24th December 2021

Contents
LO1..............................................................................................................................................................2
 a) Key roles and responsibilities of marketing function...........................................................................2
b) Marketing concept, covering present and future trends.....................................................................3
CONTEXT OF THE MARKETING ENVIRONMENT...........................................................................................4
LO2..............................................................................................................................................................4
a) Comparison of application of marketing mix.......................................................................................4
LO3..............................................................................................................................................................7
References.................................................................................................................................................17

LO1
a) Key roles and responsibilities of marketing function
The word "marketing" refers to the collection of systematic and pre-determined procedures that
are specifically structured by the management of a certain firm. Every company/business
organisation develops both short- and long-term strategies. Several new items and services are
introduced to the market by the company in order to achieve its long-term objectives. For the
marketing department to get an edge over the competition, a considerable degree of meticulous
planning and execution must be undertaken. Various places and varied classes of people have
different requirements and demands, and the same is true for them (DeFanti, 2015). When a
product is released and brought to the public, it may be well received by certain customers, while
it may be panned or even rejected by other consumers. The marketing manager's role is to
conduct site surveys in order to learn about the consumer's preferences and gather the necessary
information. Based on the results of the surveys, the marketing manager makes adjustments to
the quality of the goods or brings new items to the market in order to meet the demands of
customers (Gordon, 2012). The rivalry among huge commercial groups has become more
difficult in recent years. Even tiny and medium-sized businesses may compete successfully in
today's sophisticated digital environment (Gordon, 2012). Monopolies are detrimental in today's
age of intense corporate competitiveness.

In a company organisation, many departments are responsible for various tasks (e.g. Production,
Purchasing, Marketing, Human Resource Management, Accounting and Finance etc.). Each
department is led by a manager, and everyone works together to accomplish their goals. The
departments are tasked with distinct responsibilities (DeFanti, 2015). The marketing department
is the backbone of any firm, whether it is a manufacturing or a trading organisation.

The following are some of the most significant tasks of the marketing department:

• To disseminate the correct information about the goods and services at the appropriate moment.

• To conduct surveys and research into the preferences of customers in order to offer feedback to
the production department.

• To promote goods and solicit input from consumers and the market.

• To provide after-sales services to customers.

To portray the cooperation between promoting capacities and other hierarchical capacities, it is
important to initially perceive that advertising capacities are essential for a corporate association,
and that different offices and practical units are connected with each other. This might be
clarified by the way that advertising capacities need the help of the organization's other
functional divisions to be fruitful. To create and execute an advertising technique, it will require
the help of the organization's money division, human asset office, outreach group, and
assembling office. Moreover, to give a markdown on the acquisition of an enormous amount of
the item, for example, a purchase two get one free arrangement, the promoting group should
initially talk with the money and creation divisions of the business. Showcasing jobs are
particular substances inside a business association, but every division and capacity inside a firm
is interlaced to expand the benefit of the enterprise. To support benefit through developing deals,
promoting should incorporate all divisions inside an association simultaneously. This must be
cultivated with the contribution of all offices inside an association simultaneously. To work with
the plan and execution of the promoting procedure, the money division supplies the showcasing
office with a sufficient spending plan. The creation division works together with the coordinated
operations office to fulfill the need for and supply of items and administrations, individually.
Human asset arrangements are created as per market patterns, marketing projections, and the
socioeconomics of target clients. So the entire association might profit from a fruitful
showcasing methodology, each of the organization's practical units cooperate to accomplish this
objective (Lewis, 2013).

b) Marketing concept, covering present and future trends

Marketing has risen to the top of the priority list in organisations as a result of the globalisation of the
globe brought about by digital media. When it comes to establishing standards and goals, organisations
take great care.

Marketing is an intentional process of distributing and collecting information from consumers that is
planned and organised. Other departments in the company base their policies on the information provided
by this department. It is at this point that an experienced marketing team comes into play. It is
McDonald's's robust and well-connected organisational structure that enables it to make quicker and more
informed business choices. The marketing staff has a high level of expertise and experience. In order to
enhance the distribution process to customers, the marketing department of McDonald's is always
studying new ways to do so (DeFanti, 2015).

As previously said, the marketing department is responsible for a variety of tasks, one of which is
gathering feedback from consumers, which is then shared with the manufacturing department in order to
increase sales.

CONTEXT OF THE MARKETING ENVIRONMENT

The PESTEL model is used to examine the macroeconomic environment in which McDonald's operates.
In addition to being an international firm that operates businesses, McDonalds is also confronted with a
variety of political influences in other nations.

Economic Elements: The rate of inflation, the national income, and the GDP rate are all key factors in
determining the success of a business. The subject of BREXIT is a source of anxiety for the United
Kingdom (Gordon, 2012).

Social Elements: Social factors such as age, culture, education, social conventions, and values of a nation
all have an impact on company operations. Halal cuisine is available in Islamic nations such as Pakistan.
Fast food is more popular among young people than among middle-aged and elderly individuals.

Factors relating to technology: Today, technology is utilised for marketing and ads, surveys, feedback,
and online orders, among other things. McDonald's is making excellent use of it.

Environmental Considerations: Environmental factors such as the provision of raw commodities such as
meat, spices, and other ingredients to the organisation for local suppliers are taken into consideration.

Factors pertaining to the law: McDonald's is required to adhere to the business laws of the many countries
in which they operate. For example, the United Kingdom's government has prohibited any fast food
establishment from being located near schools in the capital. They also banned the use of cartoon
characters in the advertising of fast-food goods as well (DeFanti, 2015).

LO2
a) Comparison of application of marketing mix
When leading a promoting arranging exercise, the showcasing blend is utilized to meet
hierarchical objectives and destinations. With regards to applying the promoting blend inside
their firm, various systems are utilized by various corporate associations to do as such.
Essentially, it is dictated by market socioeconomics, the labor and products presented by the
firm, market size, and the organization's generally speaking monetary position. The showcasing
blend is a strategy that assists advertisers with bettering comprehend the item they are advancing.
Common advertising blend applications incorporate the four Ps of showcasing: item (estimating),
place (area), and advancement (limited time blend). This system was in the end extended to
incorporate the 7 P's of showcasing, which incorporate item, value, place, advancement,
individuals, process, and actual evidence notwithstanding the customary item, cost, and spot.
Coconut Bliss is a small firm with only 11 laborers, yet the organization's endeavors to focus on
the necessities of its clients have permitted it to develop and secure itself in the public market in
its initial years. This was made conceivable by the organization's utilization of an extended
advertising blend just as a genuine love for a client driven way to deal with business. Different
organizations, both huge and little, burn through huge amounts of cash on the showcasing
system, publicizing and advancement, innovative work, and different exercises, yet they can't
produce a positive response, similar to the case with Coconut Bliss. The information on clients
and markets acquired from advertising vital devices, just as the improvement of authoritative
targets and plans dependent on a consumer loyalty approach, are the main elements adding to
Coconut Bliss' prosperity. A showcasing arranging process is focused on the utilization of the
advertising blend, which incorporates item aspects, where the item will be sold, the value
structure, and the special exercises of the firm. The need of conveyance strategies, giving clients
genuine verification, and, in particular, an attention on individuals are completely included into
the extended showcasing blend (Kotler, 2012).

To achieve their business targets, organizations utilize an assortment of procedures to

accomplish their objectives.

The strategies are utilized by the business associations to achieve their singular business
objectives, which changes relying upon their hierarchical culture and design. Coconut Bliss, a
little and fruitful firm, utilizes the 7Ps of advertising blend in their promoting arranging process
to arrive at their authoritative objectives. Promoting division is utilized by different associations,
for example, Marshfield Ice Creams of the United Kingdom, which is a contender of Coconut
Bliss, to satisfy their corporate goals. Processes associated with Marshfield Ice Creams' market
division process incorporate the accompanying advances:

• Initially, they characterize the market for the organization, for instance, the objective market.

• The subsequent advance includes the foundation of market division..

• Assessments of the different portions are completed as per characterized measures.

• The division interaction is created.

• The fragment's engaging quality is evaluated as far as its general allure.

• The objective business sectors have been distinguished.

• The turn of events and execution of the association's positional technique are finished.

• The technique of division assessment and input is portrayed.

Coming up next is the technique that the Coconut Bliss organization uses to achieve its points
and destinations by means of the utilization of the extended promoting blend:

Item: The item should be reasonable for the prerequisites and needs of the ideal interest group
(the clients). The essential objective of the item is to give total customer fulfillment.

The area of the organization's items and administrations should be more helpful for the client to
get to. Think about the accompanying model: the shop should be situated in an advantageous or
reachable region for the objective client. An online business shop's conveyance should be
finished as fast as could be expected.

Estimating: The cost of the labor and products should be cutthroat and give the client with a
decent incentive for cash insight. This is a basic methodology since it must both pass on the
worth to the client and rival the opposition by giving a preferred proposal over the opposition.

Publicizing, deals advancement, online media advancements, and different types of advancement
are all important for the advancement cycle. Coconut Bliss is a business-to-purchaser (B2C) firm
that spotlights on close to home offering as well as publicizing and deals advancements.

Administration conveyance: The help conveyance process incorporates the organization's

administrations, and it shows how the administrations are burned-through. For instance, Coconut
Bliss disseminates its products to clients with a smile all over to give a more certain buy insight
for the client.

Individuals: individuals associated with Coconut Bliss, including the board, laborers,
authoritative culture, and client assistance, are basic parts of the organization.

The actual climate of an association envelops the offices, the condition of fix, the degree of
solace, and the UI (Lilly, 2014).
LO3
The Allure of McDonald's Morning Menu Has Washed Away: McDonald's breakfast sales were
unrivalled for more than a decade, notably in the United States. Nonetheless, in May 2018, the
firm's chief financial officer said that the business was seeing a decrease in the consumption of
McDonald's morning menu items and that the company needed to take measures to fix the
problem.

However, given the intense rivalry that exists in every market, it is doubtful that morning food
will be able to regain its previous popularity.

Fourth and last, the CEO was fired for breaking corporate policy: Steve Easterbrook, the CEO of
McDonald's, was fired in November of this year for participating in consensual courting with a
McDonald's employee, according to reports. In this case, the business policy had been broken.
Aside from that, the company's board of directors expressed concern over Steve's "repeatedly
poor decision-making."

The corporation was sued by five McDonald's employees for failing to adhere to federal safety
regulations in May 2020, which was settled out of court in June 2020. McDonald's is accused of
putting the lives of its employees and their families in danger by failing to offer hand sanitizer,
gloves, and a mask during the current public health emergency, according to the lawsuit.

The provision of a safe workplace for all workers, regardless of gender, is demanded of
businesses. According to a lawsuit submitted by more than one hundred female workers in April
of this year, McDonald's is accused of fostering an adversarial work atmosphere and subjecting
female employees to sexual harassment. It not only lowers trust, but it also tarnishes the
company's image as a result of the case.

A McDonald's employee who had filed a complaint against the firm for the organization's
incapacity to safeguard employees amid the current public health issue was accused of being
terminated in June 2020, prompting a negative public perception of the company. Moreover, the
termination is immoral since it is meant to discourage other employees from using their legal
rights to seek criminal reparation against their employer.
OPPORTUNITIES AT MCDONOUGH'S: For McDonald's, the prospective part that follows is
concerned with the company's increasing prospects of growth in the future. Besides that, it may
aid the organisation in boosting its overall performance, control structure, and strategic growth,
among other things..

The introduction of McDonald's "$1, $2, and $3" menu items in 2018, as well as a "2 for $5 Mix
and nutritious deal," were all targeted directly at the company's budget-conscious consumers.
Because of its popularity, the menu item was added to the menu, resulting in an increase in
income.

In order to draw people away from visiting the fresh new fast food restaurants, McDonald's
should make an effort to provide new and unique products to their menu.

At 2018, the commercial business began providing a specific beverage – MIX by Sprite Tropic
Berry – in its New York locations, marking the first time such a beverage has been offered in the
city. It was a huge hit, and it is probable that it will be served across the United States in the
future.

Introducing new items like these, which are suited to the demands of diverse regions and
lifestyles, may help McDonald's to keep their competitive advantage for a longer period of time
in the marketplace.

3. Global Expansion: Although McDonald's is the clear leader in the United States, the company
suffers on a daily basis in the foreign sector of the food service industry. However, by focusing
more on global markets rather than individual areas in the United States, the company has a
tremendous chance to sustain its international development and growth trajectory.

McDonald's is positioned to gain from its strong efforts to get its goods closer to, and healthier
than, those of its rivals, while other fast-food businesses are fighting to shed their reputations as
"junk-producing centres."
These characteristics have all started to show indications of improvement, with positive
comparable income serving as the key driver of earnings increase. It is certain that the re-
franchising assignment has helped to increase revenue once again, but the goodwill associated
with McDonald's will most likely continue to exaggerate differences in the long term.

In addition, McDonald's has engaged into a partnership with UberEats and Door Dash to provide
food delivery services to clients across the United States. With these mobile order and shipping
initiatives, McDonald's is better able to reach and serve the ever-changing needs of its
consumers.

6. Increase the availability of more healthy alternatives: More and more individuals are looking
for more nutritious alternatives. Aside from offering healthier options such as salads and 1
percent Low Fat Milk Jugs, McDonald's has a restricted menu selection. In order to attract more
health-conscious clients and grow its business, the corporation may choose to broaden its
extensive selection of healthy options available.

As a consequence of the most recent health issue, the proliferation of drive-ins, pick-ups, and
self-order kiosks has become a big cause of worry, and the firm's concentration on providing the
best in-premise eating experience has surfaced as a key liability for the corporation. Due to the
fact that more consumers preferred to have their meals picked up or delivered to their homes
rather than dining out, this approach resulted in a 17 percent drop in revenue. McDonald's may
enhance delivery, reduce side pick-ups, self-order kiosks, and drive-through options at some time
during this challenging period in order to lure more consumers to the restaurant.

Identifying McDonald's Potential Threats & Opportunities An organization's danger element is

related with a phenomenon that stops it from reaping the greatest benefits from the blessings that
may be derived from the company's available resources. This is the only opportunity that
McDonald's has as a consequence of this situation.
1. There is a high level of uncertainty around technological investments. Although the
revolutionary improvements brought about by McDonald's have a bright future, the funding of
technology projects is still questionable.

More importantly, since the pace at which the general public adopts new technology may reduce
the return on investment, the advantages of improved customer experience may not provide the
returns that were anticipated.

The fierce competition from rivals such as Chick-Fil-A is a second source of tension. Normally,
we would think that burger behemoths like 'Burger King' would be among McDonald's most
formidable opponents, but the data on the table is beginning to indicate otherwise.

According to a recent article published by Restaurant Business, Chick-fil-A has eclipsed

McDonald's in terms of market share in the extremely competitive Quick Serve Restaurant
(QSR) sector.

When doing business in another country, there is a risk of cultural misunderstandings occurring.

McDonald's, as an international fast-food conglomerate, has had to cope with a range of cultural
problems in many parts of the industry, many of which have been negative to the brand's image
as a result of the experience.

It also becomes more difficult to depart from the terms of the franchise agreement and operate in
a way that is inconsistent with the region covered by the agreement. For example, a few years
ago, McDonald's was mired in a big controversy over the company's usage of ingredients that
were originally regarded 'Halal' in Muslim countries but were no longer recognised to be such.

In the face of inherited risks in the global operating environment, such issues make it impossible
for McDonald's to match consumer expectations, which ultimately results in the brand's image
deteriorating.

4. Fast food trends for the new millennium: The fast food restaurant McDonald's, which is
usually seen as a "old faculty" by millennials because to its traditional menu and flavour, is an
excellent illustration of this. Taking full advantage of this scenario, fast-food companies such as
Shake Shack and Wendy's regularly innovate their menus and recipes in order to extend their
customer base and increase profits.

The fact that McDonald's was unable to compete with Wendy's "Signature-Crafted Burgers"
meant that the corporation was compelled to stick with its traditional Quarter Pounders in order
to keep its goodwill with consumers.

5. Environmental concerns that are constant: McDonald's, like every other large food firm, is
under immense pressure to improve its practises in order to reduce waste, which is a significant
cause of environmental contamination.

As environmental issues grow in importance, McDonald's is being pressed to take action in this
area and set a pattern for other food companies. This, however, is not a simple undertaking.

Environmental groups petitioned the McDonald's board of directors in March 2018, requesting
that the corporation halt the use of plastic straws in its more than 37,000 eating venues
worldwide, citing a rise in plastic pollution as the reason.

The sixth element is the uncertainty surrounding the economy. In response to monetary
uncertainty, for example, McDonald's reduced its profit forecasts for the primary sector in 2020
by $1 billion. In response, the company's stock price fell by 4 percent, with the possibility of
more declines if economic uncertainty lingers for a lengthy period of time.

As more people embrace a healthy way of life and turn to healthier options like salads and
organic smoothies, this is a great trend. The bulk of McDonald's offerings are, unfortunately,
unhealthy, and the corporation risks losing consumers who are health-conscious to competitors
that provide more nutritional options.

The increase in the number of individuals suffering from lifestyle illnesses is a burden on many
nations, and stricter regulations can help alleviate this burden. Some countries have implemented
laws to limit the use of particular substances that have been considered dangerous, while others
have forbidden the operation of fast-food outlets outright. Iceland, Macedonia, Montenegro,
Bermuda and Bolivia are among the nine nations where McDonald's is outlawed, as does the
United Kingdom.
Conventional promoting strategies incorporate TV, radio, and print commercials. Web-based
media, sites, email, and other web-based stages are instances of computerized channels.

The channel chose ought to be one that the interest group is probably going to use consistently.
Clients are drawn to various channels relying upon their age, sexual orientation, monetary level,
and other segment factors.

On account of LinkedIn, where firms and laborers impart on an expert level, a business-to-
business (B2B) crowd would be bound to be reached than a customer one. The B2C crowd, then
again, might be found on a channel, for example, YouTube or Instagram, where they might find
out with regards to your organization.

2. Deciding the Most Appropriate Timeline

A media mission's timetable is controlled by various elements. It is subject to the item or

administration, the informing goals, the interest group, and the schedule of occasions.
A task plan is needed to make the time span for the media crusade and to conclude which
resources will be needed to help the mission. While computing asset needs, it very well may be
helpful to start towards the finish of the cycle. When is the best an ideal opportunity to distribute
(or when would it be advisable for you to distribute)? Considering that, the organizer is allowed
to outline the assignments that will be needed to do the responsibility.

For each piece of the arrangement to be completely evolved, the proper measure of time should
be designated. For instance, assuming the organizer guesses that a lot of statistical surveying will
be vital, numerous days ought to be saved to finish that part of the arrangement.

Each partner's contribution should be idea about, and the cutoff times associated with each
progression should be considered into the timetable. The significance of correspondence couldn't
possibly be more significant. It is fundamental that each individual occupied with the execution
of the system has a technique for conveying disappointments or posing relevant inquiries along
the course.

The subsequent stage is to organize the channel blend.

A media system will never comprise of a solitary channel. Most missions will incorporate
somewhere around two — and possibly some more — of these strategies to ensure that the
material is seen by however many individuals as would be prudent. Organizations, then again,
should verify that the message is steady across all mediums.

Channels might be free assuming they are used appropriately. Assuming a point is profiled
exhaustively over the long haul, it is feasible to join that profile with a short-structure video that
incorporates a meeting with the subject. The video and long-structure exposition may be joined
into a solitary blog entry, or they could be served out separately on other online media locales to
expand their crowd reach considerably more.
This is particularly valid for online media outlets, where the idea is predominant. At the point
when a message is applicable to numerous crowds, it is basic to spread that message on the
stations that those crowds use. Think about the accompanying situation: a cell phone application
with expansive allure might be showcased on a site, for example, TiKTok to draw in more
youthful crowds, and on LinkedIn to arrive at business-disapproved of experts. Promoting groups
should think about the circumstance and tone of these notices to forestall conveying conflicting
messages across a few channels.

Extra Resources on How to Select a Digital Distribution Channel

"Step by step instructions to Choose the Best Social Media Channels for Your Business," by the
Digital Marketing Institute. "Computerized Marketing Channels Are Not All Equal," by the
magazine "Advanced Marketing Channels Are Not All Equal."

4. Exploiting Audience Targeting

It is the most common way of distinguishing who to impart a message to and how to find them
that is called crowd focusing on. Most of advertisers start the crowd focusing on process by
making purchaser personas, which are invented portrayals of the people they expect to draw in
their promoting endeavors. When a firm has characterized its objective personas, it might all the
more viably pick the most proper promoting channel to arrive at the ideal segment.

Information like age, sexual orientation, work, buying designs, interests, monetary position,
geographic region, and individual or expert desires are utilized to make personas. It is feasible to
gather this data utilizing a format that incorporates unique examination into a current customer
base, or it could be obtained utilizing advancements like Google Analytics.
A basic part of persona development is knowing which media channels are utilized by the
genuine people who are addressed by the persona. Client segment data is separated by
administrations like Google, Facebook, LinkedIn, and Twitter, which empowers them to all the
more appropriately focus on their crowds.

Assets for Audience Segmentation in Social Media Ads

Guidelines for Using Facebook's Ad Targeting

Question and answer with Google on Audience Targeting

Guidelines for Targeting Ads on LinkedIn

Guidelines for Targeting Ads on Twitter

5. Deciding the reach and recurrence of transmission Goals

One more essential variable to think about when fostering a media system is reach, which is
straightforwardly associated with recurrence of circulation. As recently expressed, reach is a
metric that actions the quantity of watchers, perusers, or audience members who are presented to
a snippet of data. The recurrence of seeing or hearing a piece of material, otherwise called
impressions, is the occasions individuals are relied upon to see or hear it throughout a specific
timeframe. While inspecting various media plan prospects, advertisers should initially figure out
what they intend to accomplish with reach and recurrence.

Reach and recurrence are frequently estimated as an element of how much cash is spent to
amplify a message. The "viral" status of a piece of material may once in a while be accomplished
through natural means alone, without the help of a going with publicizing effort. In that capacity,
since such occurrences are exceptional, a media methodology should think about how much cash
important to get the material before the proper number of individuals.

Publicizing uses are distributed to web-based media destinations, like LinkedIn and Facebook, in
view of a gauge of the quantity of individuals who will be presented to the material being
advanced there. It is beneficial to use online media stages for promoting when contrasted with
traditional media, for example, open air bulletins or magazine ads in that it permits sponsors to
target individual shoppers with their messages.

6. Picking a Speaking Voice

The "voice" of a piece of material alludes to the tone with which the data is conveyed. Not set in
stone in composed archives by components like the selection of words and the length of the
sentences. With regards to visual media, the utilization of shading and structure imparts "voice."

The tone of a piece of content is urgent in light of the fact that individuals respond to messages
that are certified in their conveyance. Buyers are very much educated; they are aware of when
somebody is endeavoring to sell them anything. The stomach response to informing that appears
or sounds inauthentic or irrelevant is to dismiss it out and out.

What is the wellspring of genuine voice? As recently said, the interaction begins with the
structure of characters. A basic part of persona building is the determination of choosing models
like instructive level, occupation, and individual interests. The vernacular of various pieces of the
populace shifts, and advertisers that can catch it in an on point voice will be more fruitful in their
media arranging.

Extra Resources for Understanding the Difference Between Reach and Frequency

"Arrive at versus Impressions: What's the Difference in Terms?" Sprout Social clarifies the
contrast between the two terms.

"Coordinated media arranging: What it is and how to incorporate it into your promoting
methodology," as indicated by HubSpot.

HubSpot: "Crowd Targeting: What It Is and Why You Need It"

References
Howell, R., (2015). Market segmentation: the importance of age cohorts. The Neumann Business
Review. pp.21-54
Lewis, B.R., 2013. Customer care in service organisations. Marketing Intelligence & Planning.
McDonald, M.H., 2013. Ten barriers to marketing planning. Journal of Product & Brand
Management.
Jain, M.K., 2013. An analysis of marketing mix: 7Ps or more. Asian Journal of Multidisciplinary
Studies, 1(4).
Kotler, P., 2012. Kotler on marketing. Simon and Schuster.
Pike, S., 2015. Destination Marketing: Essentials. Routledge.
Dibb, S. and Simkin, L., 2013. Marketing essentials. Cengage Learning.
Lilly, M.C., 2014. Content Marketing Essentials for Small Business.
Baines, P., Fill, C. and Page, K., 2013. Essentials of marketing. Oxford University Press.
Gerhardt, S., Hazen, S. and Lewis, S., 2014. Small Business Marketing Strategy Based on
McDonald's. ASBBS Proceedings, 21(1), p.271.
Jefferson, D.A. and George, B.P., 2014. Standardized and Localized Strategies and the Role of
Culture in Marketing and Consumption.
McDaniel Jr, C. and Gates, R., 2014. Marketing research. Wiley Global Education.