Marketing Concept of McDonald's

1. Marketing concept

Marketing concept is a strategy that is implemented by the company to attain maximum profit, satisfy customer needs and increase their sales level. These can be implemented by various methods such as social media marketing, B2C, and many so. However, there are many current trends of marketing and future approaches that are considered to take over the market in coming time. These are as follows.

Current trends: There are many marketing techniques that are adapted by the big or small scale companies to promote their business. Some of them are as follows:

• Business to Customer- It is one of the strongest way of promoting the business where technology and internet market is not that strong. Hence, B2C Technique is practised to promote the business.
• Social Media marketing- This is one of the most low budget , high influential way of promoting a business or a product that has been considered by many companies now a days where the companies educate the customers about new product launches or product through social media (Pike, 2015).

Future trends: The future of marketing is still emerging. However, some of the concepts are considered to be the future of marketing. These are as follows

• Influencer Marketing- Bloggers, vloggers ans other influencers have quite a control on customer decision making. The customers have a belief in their influencers, due to which many companies has started cooperation with influencers and involve them in their campaigns and marketing communication.
• Chatbots and AL- As usage of internet will probably rise in coming future. Hence, the use of more social media marketing is considered to take place (Scarborough, 2016). Chatbots can use Asking locals to guide the customer and recommend the brand which will help attain more customers and promote the company on a large scale.

2. Marketing Process

It is a process of analysing the opportunities in the market, selecting the target marketing, developing marketing mix and managing marketing efforts. The ultimate goal of marketing process is to figure out customer needs and work on to satisfy those needs. Following is the process of marketing.

• Situation Analysis- To fulfil the customer needs, a firm must understand the environment in which it is operating and its own capabilities. Thus, the situation analysis can be stated as external influence internal analysis of the company. Hence, there are various tools that can be implemented such as PESTLE analysis and SWOT analysis.
• Marketing Strategies- After identifying the opportunities to satisfy customers, a strategic marketing plan is developed. The market research provides the data which helps the marketing team to select target market segment and position the products within the segment. At last. The result that is acquired is the value proposition to the targeted market ( Hair and McDaniel, 2011).
• Marketing Mix Decisions- The tool of Marketing mix is composed of various factors which have the power to influence the demand of the product and many others. It is consist of Product, price, place and promotion. The organisation develops an effective combination of these factors in order to attain greater customer values to accomplish companies objectives.
• Implementation & Controlling- After developing a marketing plan and launching the product, the results of the efforts that have been put in the marketing should be monitored closely. Thus, if there is any change in the market, marketing mix can be adjusted accordingly. In case of small changes in the market trend, small changes in the advertising can work out. Where as, in case of any big significant changes, redesigning of the product or new product launches can be considered.

3. Role of Marketing Manager

The role of marketing manager is to manage the marketing resources of a company or the product. A manager needs to be highly focused,spontaneous and detail oriented. However, there are many responsibilities that are taken care by a marketing manager. These are as follows:

• Supervise Business activities- A marketing manager establishes effective coordination among various businesses operations such as purchase, sales, packing, transportation, advertisement and many more.
• Identifying Potential Market- The marketing manager have to continuously explore new market in order to expand their business and increase the demand of the products along with managing the current operating market ( Malhotra and et. al., 2013). This role is fulfilled through carrying out a market research.
• Evaluate the product- As with the changing demands of the customer and updating market trends, it is important to keep upgrading the and modifying the existing products as per the market changes in order to sustain the market share.
• Launching new Products- To lead among the competitors in the market and attract more customers, it is important to launch new product and services to upgrade the services of the company so that demands of prospect are fulfilled appropriately. This duty is taken care by the marketing manager of the company.
• Create market plan- As per the marketing nature of the organisation, the marketing manager creates an action plan to decide when, how and where would the marketing activities be carried out such as advertisement, sales forecast, distribution of products, etc. (Brassington and Pettitt, 2013).
• Distribution Channels- The distribution of the products are carried out by various means and channels such as wholesalers, retailers, etc. Hence, the decision regarding the selection of the channel is taken by the marketing manager of the organisation.

4. Influence of Marketing department on other departments

Marketing is one of the most important function of McDonald. It is an activity which is consist of buying and selling of the products. Marketing also includes advertising, delivering the products,etc. Though marketing is completely different segment, it still interrelates with the functions of other departments of the company. The relation between various department in context to marketing is given below:

• Marketing and HR- The HR department of McDonald helps by appointing suitable candidates which are skilled enough for the marketing department. HR makes sure to select the best candidate which have similar experience and skills which helps in increasing the productivity of the organisation through improved marketing efforts.
• Marketing and Production- The marketing department sells the products that are produced by the production department of the respective organisation. If the production department won't produce good quality products then the marketing department won't be able to sell it. However, if marketing department doesn't operate its functions, then the produced goods won't be able to reach the target customers of McDonald's (Jones and Rowley, 2011).
• Marketing and Finance- The finance department works towards providing budget for the operational functions. The marketing operations require proper budget to conduct the activities. Hence, finance team can help them by providing adequate budget by which the market department can work towards attaining McDonald's goals.
• Marketing and R&D- The R&D team of McDonald is responsible for collecting data and research regarding new trends and customers needs. Such data can help the marketing team to target the right market according to their preferences and attain maximum response which will help in lowering down the cost of the respective company and attain more profitability.

5. Importance of Marketing

The marketing department plays a very crucial role for a successful business growth. Many of the businesses fail due to poor marketing. No matter how good the product is, if proper awareness is not created via marketing, the business will not be able to make any major sales. If adequate marketing strategies are implemented, they can help the organisation grow very rapidly and earn good profit levels. Some of the factors which reflects the significance of marketing are:

• Increases Awareness- Marketing helps in increasing awareness among the targeted market about the respective companies products and new launches. This helps in attracting more customers which further leads to attaining more sales.
• Raises Sales - The market team is responsible for distribution, advertisement and buying and selling of the products. The affective marketing functions and strategies leads to increase in the sales level of McDonald's.
• Business Expansion- It also helps in business expansions if the activities are done evenly throughout the target areas. For example, the marketing team analyses the market and its demands and further conduct distribution according to the taste and demands of the customers which helps in successful business expansions (Papasolomou and Melanthiou, 2012).

6. Conclusion of Interrelation of Departments

After going through the relation of marketing department with finance, production and human resource. It has been concluded that, finance division is that which provide fund for overall marketing activities such as advertisement, promotion, events and so on. Same as in the production division also for producing goods there is requirement of resources and other raw material. The marketing department use several tools and technique for promotion of respective goods and services in market area. Apart from this, human resources department is also related with marketing because they are the one who recruit people in the company as per there skills and vacant position requirement (Purvis, 2015). Thus, all these department are related with marketing division and for them it play important role. Get the best HND Assignment help from experts at an affordable budget.

7. Marketing mix of McDonald's and Burger King

Marketing mix is a tool which is made of combination of 7 factors which are Product, Price, Place, Promotion, People, Process and Physical Evidence. These are the factors that can be managed by McDonald's to influence its sales positively.

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