Unit 4 Marketing Principles at the McDonald's (GC0254)

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.

References.

Introduction

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). The foods which McDonald’s puts up for sale are hamburgers, cheeseburgers, chicken products, French fries, breakfast items, soft drinks and desserts. As McDonald’s (2012) notes, McDonald’s portfolio contains the McDonald’s hamburgers, chicken, French fries, soft drinks, milkshakes, salads, desserts, coffee, etc. The numbers of employees are 420,000.

Task 1

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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SWOT Analysis

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 McDonald’s Swot analysis was acted by brief collected data from Annual Reports of 2011 and 2012 years and by applying the State of the Snack Industry Report from Wisconsin School of Business (2010).

Strengths

• Excellent consumer service strategy and staff training

• expensive portfolio of brand

• Economically dominant and with few liabilities

• Current in above 119 countries

Weaknesses

• 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

Opportunities

• increase in high development countries

• improve the portfolio of brand

• motivate the active need by clever trading

Threats

• 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.

The marketing purposes which McDonald’s has contained targets that are connected to relationship marketing, customer service, service and customer care and quality assurance (Smith, 1996). In concerns to McDonald’s, the organization has some quality principles that, as an element of the marketing approach, are to be improved and maintained.

As Kotler and Keller (2010) there are some marketing values that could be recognized. The challenging ideas renowned in modern trading literature contain the product concept, the production concept, the marketing concept, the selling concept and the holistic trading idea (Kotler and Keller, 2010).

Task 2

2.1 Show macro and micro environmental factors that influence marketing decisions

Kotabe and Helsen (1998) noted regarding the micro-environmental aspects as aspects of control of an organization that may be openly changed and managed by the company. The company can protect and shape from micro-environmental aspects. The micro-environmental aspects are evaluated and audited applying the stakeholder mapping, SWOT analysis, Porter`s Five Forces, Marketing Research, management reviews, internal audits, and circles of quality (Kotabe and Helsen, 1998)…………..

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