Unit 4 Marketing Principles at McDonald Assignment (GC0260)

Table of Contents

Introduction.

Task 1.

1.1 Marketing process.

1.2 The costs and benefits of the marketing orientation.

Task 2.

2.1 Show macro and micro environmental factors that influence marketing decisions.

Microenvironment Factors.

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.

Task 3.

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 distribution 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.

Task 4.

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.

Conclusions. 2

References.

Introduction

McDonald’s is the largest international sequence of hamburger as well as foodstuff eatery that works for the company over 119 states or gives its customers in approximately 36,615 trade shops. McDonald’s objective is to inspire the strength of humans (McDonald’s, 2016). The foodstuffs that McDonald creates for trade are French fries, cheeseburgers, soft drinks and desserts, hamburgers, chicken items, breakfast products. According to McDonald’s (2012), the McDonald collection includes McDonald’s chicken, hamburgers, salads, soft drinks, French fries, milkshakes, coffee, desserts, and so on. The amounts of staff are 420,000.

Task 1

1.1 Marketing process

Marketing has described by Kotler (2012) as the technique of monitoring customer needs profitably. The marketing technique is one kind of technique by that the business observes the necessity as well as wants of its possible customers or provides to marketplace services or goods that fill these needs. According to Kotler (2012), the technique of marketing contains four many stages: policy of marketing, circumstances investigation, performance as well as management or mix of marketing choices.

McDonald systematically observes the internal or external environment of the business to assess the features of influence that can control its long term methods in the situational investigation stage. Organization apparatus that is typically used for investigating the internal environment are the stakeholder analysis, SWOT analysis as well as Porter`s (1985) Five Forces Model.

The apparatus that managers use for assessing the external environment is the SWOT analysis as well as the PESTEL analysis. In the case of McDonald’s, the important steps while performing the situational analysis stages are to assess the needs of the customers. The business does this by center teams, consumer surveys, communal medium texts, or forms of complaint (McDonald’s, 2016).

SWOT Analysis

The procedure of SWOT analysis is to assess the opportunities, weaknesses, threats and strengths that a business monitors (Kotler, 2012). SWOT analysis is frequently used to show or recapitulate the most important internal or external features of ability that are recognized throughout the analysis of situational. The internal features are summarized by using the strengths as well as opportunities while the external features are summarized in the opportunities or threats part. The Swot analysis of McDonald’s was performed by short composed information from Annual Reports of 2011 or 2012 years as well as by using the State of the Snack Industry Report from Wisconsin School of Business (2010).

Strengths

• Admirable customer service policy or employee guidance

• costly assortment of brand

• Cost-effectively principal and with a small number of accountability

• Present in over 119 states

Weaknesses

• The marketplace is in the decrease improvement stage on the cycle of life product

• Shortage of improvement in main organizations

• No disturbing modernization in the past three years that can create elevated improvement

Opportunities

• enlarge in high improvement states

• develop the assortment of brand

• inspire the active want by bright trading

Threats

• Developed opposition on dynamic organizations

• small improvement or price in the organization in that the business operates

• culture of Hamburgers can reject in distinction

1.2 The costs and benefits of the marketing orientation

The McDonald marketing functions are: to improve the awareness as well as the value of its assortment of a brand by acts of promotional, to develop the organization distributes on its renowned organizations, to detain distribute of the organization from its competitors, to joins innovative organizations by environmental development as well as innovative goods and to improve the assortment of goods of the business (McDonald’s, 2016). To all dealing function of McDonald’s puts an experimental objective or a scale of the period to acquire the plan.

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The functions of marketing that McDonald has controlled objectives that are related to marketing of relation, service of consumer, consumer, or service care as well as the assurance of quality (Smith, 1996). In apprehensions to McDonald’s, the business has a number of excellence values that, as part of the way of marketing, are to be maintained or developed.

According to Kotler and Keller (2010) notes, there are a number of values of marketing that could be accepted. The demanding facts well-known in current dealing fiction include the idea of the product, the idea of production, the idea of marketing, the idea of selling as well as the holistic dealing concept (Kotler and Keller, 2010).

Task 2

2.1 Show macro and micro environmental factors which influence marketing decisions

As Kotabe and Helsen (1998) note, the micro-environmental features are like features that manage a business that may be explicitly managed or altered by the business. The business can defend or form from micro-environmental features. The micro-environmental features are assessed or reviewed using the Marketing Research, mapping of stakeholders, Porter`s Five Forces, SWOT analysis, reviews of management, internal reviews, as well as quality circles (Kotabe and Helsen, 1998).

Microenvironment Factors

Shareholders – Like shareholders of benefit in the marketplace, shareholders of McDonald’s have an important feature of authority. Additionally, then again, manage to influence McDonald’s at considered step; the shareholders are allowed to the excellent profits of the business as well as to share……..

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