Marketing 2

Title: Marketing
The success of every business relies on the consumers or the customers. How they feel about the
product, what they know about it, how much willing they are to buy the products produced by a
business among other factors. To determine these factors, the consumers require learning about
the commodity they need to buy. This makes the business of an initiative to tell the customers
why they should buy their products. This is referred to as marketing. Therefore, we can define
marketing as a process or way of informing the existing customers and the future possible
customers the reasons why they should buy the business’s products or services and not the
competitor's product. However, marketing is not performed anyhow and anywhere. To make it
more effective, a business markets its goods and services to the groups of people they feel
requires the products being sold. For instance, companies that manufacture beer and alcohol will
target people who have attained the right age limits and not everyone in the society or in the
country. This is because if they market their goods to the people who have not attained the right
age, the company will incur the marketing cost and at the same time expect zero returns as this
underage individual will not purchase the product (LAKE, 2017).
To ensure proper and efficient Marketing, a business must set or lay out a strategy on how they
will pass their products information to their target market. As a result, marketing applies a simple
principle that is commonly referred to as marketing mix. The principles entail the combining or
bringing together certain marketing variables. These variables are the right products, place of
marketing, time, processes, and promotion of the product, the price of the product, target market,
the people and the physical environment. The marketing mix is commonly practiced based on
several concepts. The commonly used models are the 7P’s model and 4P’s model. However, the
7P model is an extension of the 4P model. (Marketing mix, n.d.)
7P marketing mix model and how it is used by KFC and McDonalds
The 7P model involves the product, the price of the product, promotion of the product, the place
that the product will be distributed to, the process to be used in the marketing of the product, the
physical environment of the product and finally the people to buy and use the product. When
combined, these factors will complete the full process of marketing and the best results or the
marketing goals will be achieved. These 7P are as discussed below.
1. Product
Products the various items that are produced, manufactured or built meet the consumer needs.
The consumer could either be an individual or a group of several people. For the marketing
process to successful, there must be products being produced and these products satisfies the
needs of the intended people. To have the right product, a business should consider various
things such as the main aim of the consumer when buying a product, the manner in which the
consumer will use the product, the location of the consumers, the various sizes that a consumer
may afford to buy, the final look of the product, the name of the product among other things
(Michael J Baker, 2010).
On the marketing strategy of KFC, the company offers a variety of products such sauteed
chicken pieces which are made through a well-established procedure. The company is involved
in chicken selling which is either in the form of salad or packed meat. The company also targets
to soon introduce new products like verge-burger and the verge wrap. On the other hand,
Mcdonald's strategy is to replace the product that has on the market for long with new ones that
will easily fit in the modern fast-changing society.
2. Price
In marketing, the price can be described as the set amount for which one should pay to acquire
the possession of a product or a service. Prices of the products produced to determine the
existence of a business in that it is a major factor in determining the profit that the company will
earn. Also, the manner in which prices are changed either by reducing the prices or increasing
them also determines the number of products that the user or consumer will manage to buy at a
particular time. It helps the buyer decide if they should buy the business's products or the
business competitors’ products. This is because it builds a perception in the buyer's eyes
especially where window shopping is used commonly. The prices are determined by things such
as the production cost, consumer perception of the possible value, competitors’ prices among
other things.
KFC have set their prices well within the range of their customer's ability. The company that
mainly targets the middle class sets the price of the fast moving product is a friendly and
affordable level. This is so as to ensure that the product caters to other products that are not fast
moving. Also when the company introduces new products, it sells them at a low price so that the
customers can have a chance to feel, test and taste the new product. As a result, the new products
start getting customers who will be buying the commodity regularly. On the side of MacDonald,
the company categorizes its products as per their branding, pricing and the affordability. On
some other occasions, they categorize the products according to the consumer's perception
toward a particular product of the McDonalds. This enables a buyer to easily get the product they
wish to buy at a cost price that suits their pockets.
3. Place
This is where the goods of the business are expected to be distributed to. This will, therefore,
require the business to position its products in places where the buyer can easily access them.
The various ways of distributing the products are franchising, intensive, exclusive and selective
distribution. Distribution is determined by among other factors the consumers go to buy the
product, need to sell the good through retailers or through online and if there is a need for the
business to use a particular channel when distributing the goods.
To ensure reduced costs of distribution and time taken before a product reaches the consumers,
KFC has in the previous year’s been opening the company’s branches with the number currently
standing at 500 branches countrywide. This has ensured that many customers have been reached.
Also, it has made it possible for the consumers to buy the products directly from the company
itself with no middlemen being involved. On the other hand, McDonald, have set up branches
throughout the country. It also has established drive-ins along the major and busy roads allowing
customers to buy goods in a convenient manner.
4. Promotion
Product promotion involves advertising, sales promotions, and organizations, word of mouth and
also the public relations by the company. The mode that a company uses to promote its products
is mainly determined by the financial ability of the involved business. Advertising involves the
use of media to pass information to buyers and also potential buyers about a particular product.
On the other hand, public relations involves the communication of by a company about its
products through unpaid channels. These include sponsorship of events such as marathons on
issues affecting the society, or through seminars, press releases and through exhibitions. In
deciding the best way of product promotion, a business considers things such as what
communication model will meet more people being targeted by the business, the various
strategies being employed by the company’s competitors, how many people are likely to meet
through the chosen channels among other things.
To promote its products, KFC applies channels such as television advertisements, radios,
internet, social media, templates, newspapers among other channels. To attract more customers,
the company places its advert mainly on the cover page of the most popular newspapers such as
The Star. Mcdonald Corporation uses toys and cartoons when branding foods prepared for
children. This makes the kids to always have the food items bought for them. The company also
holds competitions which for one to be eligible to participate, they must have a product related to
the company. This makes the customers, both the adults and the kids to buy the products
regularly and large quantities so as to increase their chances of being declared the winners of the
5. People
The people are the various individuals who play any role in the marketing process of a
company’s products. These include the people who become the customers of the products
produced by a company. It also involves the business employees who play the role of marketing
the goods. When marketing, a company should evaluate whether the people it is targeting as its
possible customers are enough to keep the company in business. When a business wins the hearts
of a number of people who are convinced that the company’s products fit their needs, the
employees feel encouraged and motivated to work harder so as to get more customers.
KFC requires that its staff be neatly dressed and appropriately when attending to customers. This
is so as to ensure that the customers do not feel embarrassed or mishandled or even create a bad
perception towards the company. At McDonald's, have a company’s uniform to ensure that they
are easily identified by the company and the clients who want to be served at a particular
6. Process
These are the different models and systems used by a company to market its products. The
processes used in marketing are of great importance as they determine the amount that will be
used in the whole process. KFC allows the customers to inquire about the processes used to
prepare the various type of food. McDonald’s too allow the customers to access the procedures
followed in preparing the foods.
7. Physical evidence or environment
This is the physical information that a company has about the progress of its commodities in the
market. It also consists of the perception the consumers have towards both the business and its
products. This factor determines how the business will brand its commodities. Both KFC and
McDonald put a lot of emphasis on the cleanliness and the hygiene of the product's environment
that is the people who handle the food, the apparatus used to prepare the foods, the general
environment cleanliness among other things.
Roles and responsibilities of marketing functions.
Roles may be described as that one common thing that one must do for remain relevant. The
marketing functions are comprised of 7Ps discussed above. Each of this functions has a certain
role that it must play during the marketing process. These roles may or may not be the same for
two different functions. These roles and responsibilities are as described below.
To begin with, products in marketing serves the role of explaining to the customer the various
features of the product. They also inform the customers what benefits they stand to gain after
using the business products. In addition, a consumer gets enlightened on the various reasons why
they should forego the competitors’ products for the company’s products. For instance, during
the promotion. Red Bull Energy Drinks uses the distinct taste of its commodities while
The second role and responsibility of the marketing function the place function clearly outlines
where the products are to be sold. It also defines how the goods are to be sold. In addition, this
function allows illustrates the strategies to be followed by the company to achieve its target.
Another marketing function, place plays the role of determining the prices at which the products
are to be sold. This is after consideration of the factors in the production cycle. Taking the case
of Red Bull Energy Drinks, the company sets up many outlets to ensure more people are reached.
Many companies will tend to reduce the prices below that of their competitors while others such
as Red Bull Energy Drinks increases the prices due to the quality of their products (Business
Case Studies, n.d.)
In addition, the function promotion is another key function. It helps in determining the best way
of reaching the intended customers. It also helps to budget for the marketing process and also
determine whether promoting the marketing process will add any value to the business or not.
This function also helps explore the new and innovative ways of promoting the products. These
ways may include doing adverts with activities related to the consumer and which will create an
impression in a customer and which will last for a while.
How the wider organization context is affected by responsibilities and roles of marketing
Marketing in businesses plays a major role that can go unmet. Many believe that if a business
ignores marketing, it will be taking itself to the grave due to low sales resulting in little or no
profits at all. This may then make the company exit the market sometime after it was started, to
avoid this, businesses are advised to market their goods and services for various reasons. But
what really are the roles and responsibilities of doing marketing to an organization? Below are
some of the roles discussed in details.
First among the many roles of marketing to an organization is that marketing helps in building a
new and friendly relationship between the organization and the consumers. As a result, the
organization is able to establish the major needs of the consumers and the manner in which the
needs can be met. Also, it boosts the confidence of an organization in its customers. This enables
the organization to gain more confidence in introducing new products in the market.
Marketing also helps in making an organization remain relevant in the market. This is because,
with the high competitions in the market, the organization that does not market itself and its
product may be forgotten which would make its comeback in the future an uphill task. Therefore
marketing helps to ensure that a company does not become irrelevant in a market whether it is
making profits or loses.
The success of most businesses depends on the amount of profit the company makes. Therefore,
the more sales a company makes, the more profits it will earn. To increase these sales, an
organization has to employ a robust method of reaching new markets and also retaining the
existing market. This is achieved through proper marketing of the products to the customers.
Thus marketing helps in determining the profits an organization makes.
Marketing is an important way of branding an organization. How the company conducts the
marketing process dictates what perception the consumers are going to have towards the
company. For instance, a company that uses public activities for its advertisements stand to gain
more than a company that applies activities that do not really relate to the consumer. Through
these activities that have a personal touch with the consumer, the company is able to receive
first-hand feedback on the possibilities of introducing new products either in the same market or
a different market (Mahea, 2014).
For an organization to meet its goals whether long term or short term, the organization must
ensure a solid base of customers for its products. It must ensure that the organization's products
get illuminated through marketing. Marketing breaths life to a business. It gives the company a
chance to move to another level greater than it is currently. Therefore, organizations must
embrace the art of marketing for them to thrive.
How marketing mix is applied in the process of strategizing the marketing of products by
an organization
There are different ways in which an organization applies the marketing mix to develop a plan
and strategy for the whole marketing process. This strategy is a statement that outlines how the
marketers will present the commodity to be marketed to the intended customers by applying the
market functions. In other words, the strategy must contain the 7Ps in its plan. When the strategy
combines the marketing functions, a clear focus on what a company wishes to achieve. Below
are some ways in which the marketing functions can be applied in planning the whole marketing
First, the marketing functions can be applied to define a suitable or ideal target customer. This is
done by writing down a simple description of who would make a good customer for the product.
This can be based on factors such as gender, age limit among others. This will then be helpful
when drawing the strategy to meet new customers.
Another way that marketing functions can be used to help in marketing planning process is by
establishing the company’s goals and financial ability to conduct the marketing process.
Considering functions such as place one can determine the amount of budget required to conduct
a successful marketing process. With this, an organization is able to weigh its ability to conduct
the marketing process given the factors concerned. The organization will then have a descriptive
model of a plan within the company’s ability. This will then enable the company to hit it's which
as a result will motivate the organization towards higher goals and targets in the future (Liu,
Marketing functions also allow the company to identify the various tactics it can apply to meet
its target customers and also identify which tactics will help the company achieve its objective
quickly. These tactics may include the use of print media, mass media, social media, and word of
mouth among others. With multiple possible tactics, an organization is able to choose a tactic or
tactics which it can apply to meet its objectives hence apply the same in the planning process.
Also with the marketing functions, a company is able to determine what prices the company for
use during the marketing process. It can be applied to differentiate the prices of a companys
products with those of the competitors. This will avoid the business from placing it prices high
above those of the competitors. This proves how helpful marketing functions can assist during
the planning process. As a result, an optimum price will be set. Also, the sales and profits
objectives of the company will be outlined in a manner that they will be achievable (Lorette,
Basic marketing plan for an organization
A marketing plan is a blueprint in which the marketing plan by the organization for a particular
period of time are outlined. These include the things such as what media to use in the
advertisements, the time for advertisement, the cost of an advertisement in that particular period
of time. The marketing plan also lists the objectives of carrying out the marketing process. As a
result, a company is able to set aside the resources required to conduct the marketing process.
A marketing plan comprises of various things such as the target market, industry trends, goals of
the company, strategies to achieve the set goals, the company’s budget for the stated period,
marketing mix, the company’s strengths and weaknesses and the tactics a company will employ
to penetrate the market. Below is a basic marketing plan McDonald’s corporation.
1. 4P description of the McDonald’s Corporation
McDonald’s Corporation is a renowned food retailer company worldwide which is located in the
United States. Its headquarters are situated in Oak Brook, Illinois. The history of the corporation
dates back to the year 1954. Currently, the company is operating it more than 34000 branches
and outlets in 120 countries and approximately 69 million customers
2. Mission statement
The company’s mission is to become the most desired place for their customers and also to serve
their customers with high professional quality services and skills, cleanliness and on time.
3. Vision statement
The company’s vision is “be the best quick service cafeteria and experience supported by a set of
core values and guiding principles”
4. Strengths of the McDonald’s
McDonald’s corporation has a huge geographical area than its competitors hence more customers
and higher returns. Also, due to its financial ability, the company has a consistent and sustainable
economic growth, unlike its competitors. This has largely enabled the company to continuously
expand its geographical base.
5. Weaknesses of the McDonald’s
The McDonald’s corporation has not invested largely on innovations. Also, despite its huge
financial muscle, its rate of growth in terms of the market is very low.
6. Opportunities for the McDonald’s
With the current social media and technology advancements, the company can utilize this to
market itself and its products. In addition, the company can take product diversity as an
opportunity for itself.
7. Threats facing the McDonald’s
Being operational in many countries means that the company relies on the market stabilities of
all these countries. If either of the markets becomes unstable or fluctuates, it will pose a threat to
the company
8. Competitors of the McDonald Corporation
The company faces competition from various companies it has ventured into. These companies
include the Starbucks which 27000 outlets across 75countries, Yum Brands Inc. which has
44000 outlets in 175 countries. Other competitors include Chipotle, Subway, Panera and
9. The target market the McDonald’s Corporation
The McDonald Corporation targets every person. However, due to the different varieties of the
products they offer, the company categorizes its customers depending on their ages
10. Strategies that the McDonald’s Corporation aims to apply
To ensure that the McDonald’s Corporation, the management plans to get into new markets and
also penetrate deeper into the already existing markets. This will be made a success through the
introduction of various ways of promoting the corporation and its products. The corporation also
wishes to implement the customer's wishes and also attend to their concerns.
11. Budget the McDonald’s Corporation wishes to use in marketing
According to (Hume, 2014) the McDonald’s Corporation, spent around $988 million on
marketing. However in the data of the current year is unavailable
12. 4M’s of the McDonald’s Corporation
The McDonald’s Corporation offers food item to its customers who are people from all walks of
life. That is people of all genders, races, class, age, among other categories. The company then
uses various Medias such as television, newspaper, internet and other Media to pass the message
of its products. The message mainly entails a simple product description of the foods sold by the
company, usefulness of the foods to the consumer, the prices of the foods offered, the location of
their outlets among other things.
D2 marketing plans of the McDonald’s Corporation
The company target every person to become their customer. However, it puts more emphasis on
children aged 11 years and below (Doyle and Stern, 2006). This is after realizing that the
purchasing goals of many parents are to buy products that will please their children and also
meets the children needs.
To evaluate Sales analysis, one considers determining the company’s sales and the number of
customers involved. One also considers the particular products sold in a certain defined location.
This will help the business to understand the places where targets have been achieved and where
they have not.
The market share evaluation is done by examining the sector share, relative share, annual
fluctuations and the market share. This will help a company understand the market stability.
The company should analyze various ratios involving the company such as gross contributions,
and net contributions to evaluate the company’s monetary inquiry
To analyze the expenditure of the company, one should consider the marketing expenses to sale
made ratio. This enables the business to understand if it is making profits or loses.
Marketing is an important variable in every business or organization. It is a way of informing the
customers about various aspects of a good while the marketing mix is a combination of the
things involving a certain product such as price, place, customers, promotion, product, process
and the physical evidence. These marketing mix factors are applied to develop a market plan.
The marketing plan is the blueprint of how an organization will undertake its marketing program
and the resources it may require to develop the plan. A marketing plan is an important thing in
marketing as it ensures efficiency of the marketing programs.
Business Case Studies, n.d. The role of the marketing function. [Online]
Available at:
[Accessed 2018 march 2018].
Hume, S., 2014. McDonald's spent more than $988 million on advertising in 2013. [Online]
Available at:
[Accessed 18 march 2018].
LAKE, L., 2017. A Beginner's Guide to Marketing. [Online]
Available at:
[Accessed 17 Mar 2018].
Liu, I., n.d. How to Identify the Marketing Mix for a Marketing Plan. [Online]
Available at:
[Accessed 28 march 2018].
Lorette, K., n.d. How to develop a marketing strategy and marketing mix for a product. [Online]
Available at:
[Accessed 18 march 2018].
Mahea, T., 2014. The Role of Marketing in Organizations . [Online]
Available at:
[Accessed 18 March 2018]
Marketing mix, n.d. Marketing Mix Definition of the 4P's and 7P's. [Online]
Available at:
[Accessed 17 Mar 2018].
Michael J Baker, M. S., 2010. business and economics. In: marketing theory. s.l.: sage
Doyle, P. and Stern, P. (2006). Marketing management and strategy. Harlow: Financial Times
Prentice Hall.

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