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IC Elena Croitor ME 2

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  Marketing Essential    Contents Introduction ..................................................................................................................... 4   LO 1 ................................................................................................................................ 5   1.1 Key roles and responsibilities of the marketing function ........................................ 5   M1 Roles and responsibilities of marketing in the context of marketing environment .. 6   1.2 Marketing and its relation to the wider organisational context ............................... 7   Production ................................................................................................................ 7   Finance .................................................................................................................... 7   HRM ......................................................................................................................... 7   IT .............................................................................................................................. 8   R&D ......................................................................................................................... 8   M2 Significance of interrelationship between marketing and other functional units of the organization ........................................................................................................... 8   LO 2 ................................................................................................................................ 9   2.1 Marketing mix and its application in different organisation ..................................... 9   Marketing mix of McDonald’s  ................................................................................... 9   Marketing mix of Burger King ................................................................................. 11   M3 Evaluating different tactics applied by organizations to fulfil organizational objectives ................................................................................................................... 12   LO 3 .............................................................................................................................. 13   3.1 Basic marketing plan for McDonald’s (M4)  .......................................................... 13   Executive summary ................................................................................................ 13   Company overview ................................................................................................. 13   Mission Statement: ................................................................................................. 13   Vision Statement: ................................................................................................... 13   Marketing objectives .............................................................................................. 13   4P analysis ............................................................................................................. 13   Current market analysis ......................................................................................... 14   Objectives .............................................................................................................. 15   Segmentation ......................................................................................................... 15   Targeting ................................................................................................................ 15   Positioning ............................................................................................................. 15   Budgeting ............................................................................................................... 15   Implementation and control .................................................................................... 15   Conclusion .................................................................................................................... 16    References .................................................................................................................... 17    Introduction Marketing is one of the most important business functions which literally deal with activities regarding promoting and selling of products or services. Marketing is most effective when applied strategically and this report will focus on explaining the role of marketing and how it interrelates with other functional units of an organisation, comparing marketing mix of different organisations and developing a basic marketing plan. Marketing functions are one of the most basic and essential functions for a company and especially successful companies like McDonald have to keep for many reasons. Major roles and responsibilities of marketing functions are mentioned here. McDonald's is one of the world's most popular fast food chain especially for hamburgers that will be used as the model organisation for this report. In 1948 Dick and Mac McDonald started their business in California and after its huge success, they started to go global in 1967 by opening restaurants in Canada and Puerto Rico. Today McDonald's has more than 36000 restaurants in over 100 countries and after opening its first store in the UK in 1974, the company now has more than 1250 stores all around the country. McDonald's is currently a world-leading fast food business operating in more than 100 c ountries. To prepare a marketing plan for McDonald’s we have to accumulate all the necessary information from the market and continue with the implementation. This marketing plan will include a current market analysis using SWOT analysis, goals and objectives for the plan, strategy, implementation of the 7Ps, segmentation, training & positioning, budgeting and controlling operations.
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