Table of Contents
1.1 Marketing process.
1.2 The costs and benefits of the marketing orientation.
2.1 Show macro and micro environmental factors that influence marketing decisions.
2.2 Process segmentation criteria to be used for products in different markets.
2.3 Choose a targeting strategy for a selected product/service.
2.4 Demonstrate how buyer behavior affects marketing activities in different buying situations
2.5 Propose new positioning for a selected product/service.
3.1 Explain how products are developed to sustain competitive advantage.
3.2 Explain how distribution is arranged to provide customer convenience.
3.3 Explain how pricing is arranged to provide customer convenience.
3.4 Illustrate how promotional activity is integrated to achieve marketing objectives.
3.5 Analyze the additional elements of the extended marketing mix.
4.1 Plan marketing mixes for two different segments in consumer markets.
4.2 Illustrate differences in marketing products and services to businesses rather than consumers
4.3 Show how and why international marketing differs from domestic marketing.
McDonald’s is the biggest worldwide chain of hamburger and food restaurants which operates business over 119 countries and provides its consumers in around 36,615 retail stores. McDonald’s goal is to motivate human strength (McDonald’s, 2016). This paper outlines different elements of marketing. The first section of this report outlines the marketing process, costs and benefits of marketing orientation. The second section analyses the business environment including the internal and external business environments. Then, this section outlines segmentation criteria, targeting strategy, buyer behaviors, and define positioning for a selected product. The third section explains the product development process, distribution process, promotional activities, and extended marketing mix. The last section makes a marketing mix plan for two different segments and discusses differences in marketing services and products. Finally, it is discussed how domestic marketing differs from internal marketing.
1.1 Marketing process
Marketing has explained by Kotler (2012) because the method of observing consumers wants advantageously. The marketing method is one kind of methods by that the organization examines the requirement and needs of its potential consumers and gives to market goods and services which complete these requires. As Kotler (2012) notes, the marketing method includes four numerous steps: marketing strategy, situation analysis, implementation and control, and marketing mix decisions.
In the situational analysis step, McDonald’s methodically examines the external and internal atmosphere of the organization to evaluate the aspects of impact on which can influence its long-term schemes. Management implements that are usually applied for research the internal atmosphere are Porter`s (1985) Five Forces Model, stakeholder analysis and SWOT analysis.
The implements which directors apply for evaluating the external atmosphere are the PESTEL analysis and the SWOT analysis. In McDonald’s terms, the most significant stages when acting the situational analysis step are to evaluate the wants of the consumers. The organization does this by focus groups, customer questionnaires, social media messages and complaint forms (McDonald’s, 2016).
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The SWOT analysis is the process to evaluate the weaknesses, strengths, threats, and opportunities which an organization observes (Kotler, 2012). SWOT analysis is often applied to illustrate and summarize the most significant external and internal aspects of authority which are established through situational analysis. The internal aspects are shortened by applying the opportunities and strengths when the external aspects are shortened in the threats and opportunities sector. The SWOT analysis of McDonald is outlined as follows:
• Excellent consumer service strategy and staff training
• expensive portfolio of brand
• Economically dominant and with few liabilities
• Current in above 119 countries
• The market is in reduce development step on the life cycle of the product
• Scarcity of development in chief businesses
• No unsettling modernism in the previous three years which can produce high development
• increase in high development countries
• improve the portfolio of brand
• motivate the active need by clever trading
• Improved competition on active businesses
• Low development and cost in business in that the organization works
• Hamburgers culture can refuse in fame
1.2 The costs and benefits of the marketing orientation
The McDonald’s marketing purposes are: to develop the consciousness and the worth of its portfolio of a brand by promotional performances, to improve the business share on its recognized businesses, to confine share of business from its challengers, to go into new businesses by geographical growth and new products as well as to develop the portfolio of the product of the organization (McDonald’s, 2016). For every trading purpose, McDonald’s sets an experimental target and a scale of time to get the aim………..
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