Untitled Table of Contents I Introduction 4 II The roles of some positions in marketing function 4 III Functions and responsibilities of the two most significant roles 5 IV Marketing Department Functi[.]
Table of Contents I Introduction II The roles of some positions in marketing function III Functions and responsibilities of the two most significant roles IV Marketing Department Functions V VI The interrelationships between the marketing function and other business areas The interrelationships between the marketing function and other business areas in McDonald’s VII The business objectives of McDonald’s and KFC .9 VIII 7Ps strategy in marketing of McDonald’s and KFC 10 IX The most important 2Ps analysis in the marketing mix .13 X XI Conclusion 16 REFRENCE LIST 16 0 Tieu luan I Introduction We will discover about the Marketing department's tasks and responsibilities concerning the internal and external environments of one of the world's most powerful fast food empires, McDonald's The company was founded in 1940 by brothers Richard and Maurice ("Mick & Mack") McDonald Ray Kroc acquired the McDonald brothers' foundation for today's famous business, which grew into one of the world's most successful fast-food companies McDonald's is not only well-known in the United States, but it has also achieved influence spread in the foreign market McDonald's fast-food restaurants may now be found in over 100 countries! McDonald's will be located anywhere you go, offer several hamburgers at different prices The company has over 69 million followers worldwide, with 14,000 shops in the United States, and 37,000 locations In 2013, businessman Nguyen Bao Hoang, son-in-law of former Prime Minister Nguyen Tan Dung, was granted permission to open the first official McDonald's restaurant in Ho Chi Minh City, measuring around 3,000m2 and serving 350 people And by 2021, this fast-food chain have more than 20 locations in Vietnam (McDonald, 2021) (Top 10 VietNam, 2021) II The roles of some positions in marketing function The roles of marketing executive A marketing executive is a key responsibility in any business They are mostly in charge of developing and implementing marketing strategies to promote the company's products or services This revision a variety of roles, such as planning, participating in public relations, planning events, producing goods, doing research, and advertising In addition, the marketing executive must develop goals and tasks for each marketing strategy and explain these goals to team members and industry partners At the same time, they must collaborate with other departments to develop a clear marketing strategy that is in line with the client's or organization's goals The roles of communication officer Marketing officers work in a wide range of industries They might be engaged by colleges, charities, artistic groups, private schools, and public sector organizations in addition to 0 Tieu luan private-sector corporations A marketer's core tasks may include: doing market research, understanding the company's audience and requirements, working directly with management to design particular strategies, and writing PR content such as press releases, newsletters, or speeches In addition, they will be in charge of corporate communications Marketing officers are also responsible for formulating and keeping good ties with the media to promote the company's image, plan promotional events, and participate in press conferences They must also monitor and respond to consumer and media comments, and ensure that digital marketing operations are consistent with the company's identity and brand messaging The roles of digital marketer Digital marketing is the promotion of products and services using various digital channels such as the internet and smartphones A digital marketer will be involved in the creation of a business's multichannel communication strategy and may work across many areas or specialize in several, depending on the size and needs of the organization Digital marketers are classified into four types: social media marketing, search engine optimization (SEO), payper-click (PPC) advertising, and affiliate marketing A digital marketer's responsibilities include writing and sending email marketing campaigns, researching new online media opportunities that can benefit the business, designing website banners and web visual support, communicating with clients, managing a network of affiliates and affiliate partners, performing keyword research, and compiling web statistics reports Furthermore, they must be proficient at working with members in different regions to ensure the success of their campaigns III Functions and responsibilities of the two most significant roles The two most significant jobs in McDonald's marketing department, in my opinion, are marketing executive and digital marketer The Marketing Executive's Role In Internal Environment The marketing executive's duty in the business's internal environment is to synthesize and make choices based on the BOD's short and long-term goals As the primary supervisor of marketing campaigns, the marketing director must also interact directly with other departments inside the company (accounting, human resources, R&D, etc.) about the objectives and strategies of such campaigns to develop a thorough, logical, and successful strategy 0 Tieu luan In External Environment For the external environment, the marketing executive will also need to deal with suppliers and marketing intermediaries (resellers, warehouses, transshipment warehouses, ) At the same time, having information about competitors, as well as recognizing trends and customer purchasing demands is key for them in making marketing strategy decisions The Digital Marketer's Role In Internal Environment Digital marketers are also very significant in the internal environment This role contributes to the development of advertising campaigns to assist the organization to accomplish its objectives They must comprehend the company's and other departments' situations to develop appropriate and successful initiatives For example, when it conducting a digital marketing campaign, digital marketers might base their decisions on the results of research conducted by the R&D department According to research, 80% of consumers currently make purchases via mobile devices, so McDonald's has used a variety of social networking sites to sell and engage with customers In External Environment For the external environment, digital marketers assist to plan the business so that it may easily outperform rivals and come up with these ideas that are by current trends to please customers As a result, the organization can maintain existing consumers while also attracting new ones IV Marketing Department Functions The Marketing Department is critical to the success of an organization's business and purpose It serves as your company's public image, coordinating and generating all materials that reflect the company The Marketing Department's mission is to reach out to potential consumers, customers, and investors to establish an overall picture that positively portrays your firm Basic marketing responsibilities may include: creating and managing your brand, designing and implementing promotional programs, being in charge of corporate communications, doing market and consumer research, and so on In Internal Environment The work of assessing the market and consumers are also crucially important in the internal environment Following market and consumer research, the marketing department is responsible for cooperating with other departments to examine the firm's position, such as 0 Tieu luan budget, staff, or corporate policies Create the best marketing plan for your organization based on your findings Not only that, but the marketing department is also responsible for internal communication inside the organization Typically, this department is in charge of staff communication by internal newsletters In External Environment Market, competitor, and customer research will assist you in identifying your market, goals, and opportunities, as well as provide you with a clear overview of your products and services Controlling and managing company communications is also crucial When your company is mentioned in the media, a marketing employee typically serves as the company's representative This helps in the growth of your company's image and brand It also provides the government, media, and customers with an understanding of your business V The interrelationships between the marketing function and other business areas The relationship between Marketing department and R&D department R&D is an abbreviation for Research and Development This section is regarded as an essential link in the success of many significant corporations around the world Making investments, purchasing and selling, analyzing, learning and gathering information, testing, and producing new goods for the organization are all examples of R&D operations Meanwhile, the marketing department will make use of the R&D department's data, as well as an analysis of the company's existing situation After that, create a marketing strategy for each service and product The relationship between the Marketing department and the Finance department The finance department of a company is in charge of supervising the financial position Finance is critical to every company decision, from planning and budgeting to risk and cost management The marketing department is in charge of the company's sales management and development To develop a specific advertising strategy, the finance department must collaborate closely with the marketing department to track market trends In a nutshell, the business's finance and marketing departments collaborate to reduce expenses and increase revenues The relationship between the Marketing departments and Human Resources departments 0 Tieu luan The human resources department is responsible for hiring, training, and developing human resources, assisting the organization in meeting its objectives, and ensuring the company's business activities run smoothly and efficiently The human resources department of the organization provides excellent support for the marketing department's work Through staff selection and training, this force will be able to satisfy the demands of customers As a result, these two departments must collaborate closely to satisfy the company's customers and partners VI The interrelationships between the marketing function and other business areas in McDonald’s The relationship between Marketing department and R&D department McDonald's has seen success as a result of the perfect collaboration of its R&D and marketing departments To build excitement, the R&D department's researchers had to investigate the patterns of teenage clients, along with the culinary menu McDonald's has teamed up with world-famous K-pop boy band BTS to promote the "BTS meal" campaign, which is the most effective marketing plan for 2021 This combination has attracted a lot of attention worldwide, especially BTS fans McDonald's also announced that, compared to the same period last year, the worldwide fast-food chain's income has increased by a staggering 41% to approximately $5.9 billion thanks to a partnership with boy band K -This pop From them, it is clear that McDonald's smart and fair marketing campaigns have brought great success to the corporation's company (An, 2021) (Pafitis, 2020) The relationship between the Marketing department and the Finance department McDonald's is currently one of the world's largest fast-food enterprises They must also actively promote their services and goods As a result, marketing and advertising are significant expenses The finance department will collaborate with the marketing department to develop a marketing strategy before preparing the budget report The finance department will also provide direct advice to the BOD on advertising expenses A well-executed marketing plan is likely to yield positive results in terms of revenue However, the finance department will decide whether or not it is truly successful in terms of cost McDonald's has had several successful advertising initiatives throughout the years, such as Hands Full, Search It, Bevin Burger's Facebook live, The Big Mac's 50th birthday, and so much more As a 0 Tieu luan result, we can see extremely good teamwork between McDonald's financial and marketing departments (Econsultancy, 2019) The relationship between the Marketing departments and Human Resources departments Marketing must help businesses accomplish their objectives by providing the demands of their customers The HR department's mission is to achieve the business's goals through the utilization of human resources A good HR strategy will also help the marketing department's other specific strategic goals McDonald's successful product localization methods, such as the 2019 introduction of "Burger Pho" to the menu "Love Vietnamese." The unique mix of the essence of different cultures from across the world not only surprises local customers but also piques the interest of the global culinary community One significant achievement is that on April 26, 2021, McDonald's was awarded to earn the Golden Dragon Award 2021 for its efforts in overcoming the Covid-19 epidemic and building a sustainable company McDonald's receives this honor as a result of the HR department's achievement in the areas of training and human resource development Each employee at McDonald's Vietnam has a defined growth path that takes them through a variety of jobs, allowing them to better understand the organization and find their strengths McDonald's was been named one of the top 50 brands in the world by students (McDonald's News, 2021) VII The business objectives of McDonald’s and KFC McDonald's business objectives McDonald's main objective is to provide tasty cuisine at a good price in a welcoming, enjoyable environment Furthermore, McDonald's aspires to be a socially responsible business that generates excellent profits for its shareholders (McDonald's Annual Report, 2021) KFC's business objectives "Always Original," according to KFC KFC continues to invest in innovation by refunding, repackaging, and reconnecting our key menu items throughout the world KFC's main objective is to provide consumers with a leading brand of cuisine that is energetic and enjoyable for people of all ages The KFC brand's criterion and strategy are "Youth in the soul, energetic in life." 0 Tieu luan (YUM! Brand Annual Report, 2020) VIII 7Ps strategy in marketing of McDonald’s and KFC 0 Tieu luan 0 Tieu luan 10 0 Tieu luan IX The most important 2Ps analysis in the marketing mix Products and Price are, in my opinion, the two most essential components in McDonald's and KFC's 7Ps marketing mix McDonald’s Products Advantages 11 0 Tieu luan McDonald's, as a food service company, concentrates on primary items such as prepared dishes and drinks The creation of a diverse range of items is also a component of this brand's success Customers may enjoy a variety of foods for different purposes At the same time, because fast food is not a common sight in Vietnam, it piques people's interest Disadvantages In addition to successful product launches, McDonald's has faced problems in big markets such as the United States McDonald's introduced a new burger named Arch Deluxe "Mature Burger" in 1996 The brand intended to debut an adult-only burger, but the product failed to attract the targeted number of customers McDonald's has not had much success in terms of product strategy in the Vietnamese market, in particular The company also makes an effort to develop "localized" items but has had limited success Because Vietnam has a thriving culinary culture Meanwhile, McDonald's menu focuses on quick dishes such as chicken, burgers, and beverages Vietnamese customers have many options outside of McDonald's KFC’s Products Advantages KFC's products are well-known for drawing customers owing to their unique taste KFC provides each consumer in each nation with the surprise of exotic cuisines combined with a little touch of home flavor Customers love it, which contributes to the brand's success In Vietnam, it is apparent that KFC has focused on the development of chicken rice Because this is a popular meal among the Vietnamese At the same time, it fits the requirements of a simple but healthy lunch Disadvantages KFC was successful with over 25,000 restaurants in over 145 countries globally, however, it was not successful in Israel Even though KFC has been present in this Middle Eastern country since the 1980s, the brand is still struggling to create a foothold Israel has the most devoted Jews in the world, and they must stick to strict dietary regulations The Jews prohibit the mixing of meat and milk in cooking, but KFC does it every day over the world Although KFC has attempted to investigate and develop Kosher fried dough with soy milk powder as the vital element This style of fried dough, however, has lost its signature chicken taste Hopefully, KFC will be able to capture this market in the future (Leo, 2019) McDonald’s Price Advantages 12 0 Tieu luan McDonald's has a competitive pricing approach in huge markets such as the West As we can see, the majority of the nations in this market have developed economies People's GDP is also pretty high As a result, purchasing fast food is also quite simple because the prices published by McDonald's are also appropriate for their income level Not only that, but there are major competitors in these areas such as Subway, Burger King, Captain D's, and so on As a result, McDonald's use of a pricing competition approach in these markets is logical Disadvantages McDonald's plans to produce big surprises in the fast-food industry sector although it was just established in Vietnam in 2014 However, McDonald's failed by employing a high-price approach in a nation with a weak economy, such as Vietnam A Big Mac now costs around 66,000 VND in Vietnam (2.91 USD) This is an excellent deal for the Western market But, considering the typical Vietnamese income, this price is extremely high, making it unsuitable for providing regular meals Even though McDonald's offers a few items that have been adjusted to suit Vietnamese tastes, not all Vietnamese diners can become regular customers at McDonald's due to price difficulties KFC’s Price Advantages KFC is experimenting with regional pricing Each country and economy will have its pricing criteria In Vietnam, KFC is very clever in its use of the discount method This helps them attract clients while also expanding their market to include low-income individuals such as students KFC took the tactic of raising prices higher than its competitors after proving its brand in the Vietnamese market and having more competitors This also confirms that the product's quality is comparable with the price Furthermore, KFC modifies prices for customers who have VIP cards, offering combo to assist consumers to save money Disadvantages KFC, like many other major firms in the fast-food business, has not been very successful in Vietnam Spending 50,000 VND (2.2 USD) on a fast meal is pretty simple in wealthy nations Because it is a reasonable price to their income At the same time, they have a limited selection of other goods, while Vietnam has a huge and diversified street food culture Food of various types is accessible everywhere, whether on the pavements, in shops or on the river's boats With a wide choice of items, customers may have a tasty full meal at a more good price no matter where you are 13 0 Tieu luan X Conclusion We now have a detailed understanding of the function of marketing in business in general, as well as its relevance to McDonald's success At the same time, we are aware of several key roles in the marketing department, as well as the department's close relationship with other departments XI REFRENCE LIST An, A., 2021 The impressive cooperation of McDonald's and BTS: Increases worldwide sales by 41% in 2nd quarter of 2021 [online] Doanh Nhân Available at: [Accessed November 2021] BBC, 2020 KFC to create 5,400 jobs in the UK and Ireland [online] BBC News Available at: [Accessed 19 November 2021] CMP, 2017 Let's "Think Global, Act Local" like McDonald's [online] CPM Vietnam | Field Marketing & Retail Services Agency Available at: [Accessed 19 November 2021] Econsultancy, 2019 10 brilliant digital marketing campaigns from McDonald’s [online] Available at: [Accessed November 2021] First News, 2010 Brands that change the world [online] Tin nhanh chứng khốn - Cổng thơng tin Tài chính, Chứng khốn Available at: [Accessed 24 November 2021] Geier, B., 2018 McDonald's packaging is going green by 2025 [online] CNNMoney Available at: [Accessed 23 November 2021] KFC, 2021 [online] Global.kfc.com Available at: [Accessed 18 November 2021] 14 0 Tieu luan Leo, S., 2019 Why KFC Failed in Israel [online] Medium Available at: [Accessed 19 November 2021] McDonald's, 2021 McDonald's Food Suppliers & Food Sources | McDonald's [online] Mcdonalds.com Available at: [Accessed 23 November 2021] McDonald, 2021 Introduction - McDonald's™ Vietnam [online] Mcdonalds.vn Available at: [Accessed November 2021] McDonald's Annual Report, 2020 [online] Corporate.mcdonalds.com Available at: [Accessed 18 November 2021] McDonald's Careers 2021 McDonald's Careers UK Our brand [online] Available at: [Accessed 19 November 2021] McDonald's News, 2021 McDonald's receives the Golden Dragon Award 2021 for outstanding businesses in the food service industry - McDonald's™ Vietnam [online] Mcdonalds.vn Available at: [Accessed 17 November 2021] Pafitis, E., 2020 McDonald’s Marketing Strategy: What Your Company Can Learn [online] Startingbusiness.com Available at: [Accessed November 2021] Top 10 VietNam, 2021 Mcdonald - Nationwide List of McDonald's Stores 2021 [online] TOP 10 VIỆT NAM Available at: [Accessed November 2021] 15 0 Tieu luan McHugh, N., 2020 McDonald’s Boosts Sales Through Marketing Partnerships – McGrawHill Introduction to Business [online] Introbiz.tv Available at: [Accessed 23 November 2021] Menu McDonald's, 2021 McDonald's Menu: Our Full McDonald's Food Menu | McDonald's [online] Mcdonalds.com Available at: [Accessed 24 November 2021] Pryor, 2020 The Surprising Way McDonald’s Makes Most of Their Money [online] Medium Available at: [Accessed 23 November 2021] QSR, 2020 KFC Launches Delivery with DoorDash | QSR magazine [online] QSR magazine Available at: [Accessed 19 November 2021] Thu, H., 2014 McDonald's unique dishes in each country [online] Available at: [Accessed 23 November 2021] YUM! Brand Annual Report, 2020 [online] S2.q4cdn.com Available at: [Accessed 18 November 2021] 16 0 Tieu luan ... customers with an understanding of your business V The interrelationships between the marketing function and other business areas The relationship between Marketing department and R&D department R&D... positions in marketing function The roles of marketing executive A marketing executive is a key responsibility in any business They are mostly in charge of developing and implementing marketing strategies... market trends In a nutshell, the business'' s finance and marketing departments collaborate to reduce expenses and increase revenues The relationship between the Marketing departments and Human Resources