Assignment Front Sheet

Qualification

Unit number and title

Pearson BTEC Level 7 Diploma in Strategic

Management and Leadership (QCF)

Unit 7: Strategic Marketing Management

Unit Code: Y/602/2065

Student name

Assessor name

Date issued

Completion date

Submitted on

Assignment title

Strategic Marketing Management - McDonald's

Word Count

Hand-in Policy
You must complete this assignment on time. If you experience difficulties, you must inform your tutor accordingly.
Late Work Policy
Consideration will be given to students who have valid reasons for late submission (e.g. illness)
Plagiarism
In case of plagiarism, college regulations will be applied. You must declare that this work is your own by signing the following statement:

Learner declaration

I certify that the work submitted for this assignment is my own and research sources are fully acknowledged.

Student signature:

Date:

Assessment Criteria
Learning
Outcome

Learning
Outcome

LO1

Understand the
principles of strategic
marketing
management

LO2

Understand the tools

used to develop
a strategic marketing
strategy

Assessment
Criteria
1.1
1.2
1.3
2.1
2.2
2.3
3.1

LO3

Be able to use
strategic marketing
techniques

3.2
3.3
4.1

LO4

Be able to respond to
changes in the
marketing
environment

4.2
4.3

In this assessment you will have

the opportunity to present
evidence that shows you are able
to:
Discuss the role of strategic marketing in
an organization
Explain the processes involved in strategic
marketing
Evaluate the links between strategic
marketing and corporate strategy
Assess the value of models used in
strategic marketing planning
Discuss the links between strategic
positioning and marketing tactics
Analyse the merits of relationship
marketing in a given strategic marketing
strategy
Use appropriate marketing techniques to
ascertain growth opportunities in a market
Plan how to use marketing strategy options
in a market
Create appropriate strategic marketing
objectives for a market
Report on the impact of changes in the
external environment on a marketing
strategy
Conduct an internal analysis to identify
current strengths and weaknesses in a
marketing strategy
Propose strategic marketing responses to
key emerging themes in a marketing
strategy

Task
no.
1
1
1
2
2
2
3
3
3
4
4
4

Evidence
Page

Assignment brief
Unit number and title

Unit 7: Strategic Marketing Management

Unit Code: Y/602/2065

Qualification

Pearson BTEC Level 7 Diploma in Strategic Management and Leadership

Start date
Deadline/hand-in
Assessor

Assignment title

Strategic Marketing Management - McDonald's

Case Study: McDonald's

McDonald's is one of the best-known brands worldwide. This case study shows how McDonald's continually aims to
build its brand by listening to its customers. It also identifies the various stages in the marketing process. Branding
develops a personality for an organisation, product or service. The brand image represents how consumers view the
organisation. Branding only works when an organisation behaves and presents itself in a consistent way. Marketing
communication methods, such as advertising and promotion, are used to create the colours, designs and images, which
give the brand its recognisable face. At McDonald's this is represented by its familiar logo - the Golden Arches.
Marketing involves identifying customer needs and requirements, and meeting these needs in a better way than
competitors. In this way a company creates loyal customers. The starting point is to find out who potential customers
are - not everyone will want what McDonald's has to offer. The people McDonald's identifies as likely customers are
known as key audiences.
The marketing mix and market research
Having identified its key audiences a company has to ensure a marketingmix is created that appeals specifically to
those people.
The marketing mix is a term used to describe the four main marketing tools (4Ps):

Product
price
promotion
and the place through which products are sold to customers.

Using detailed information about its customers, McDonald's marketing department can determine:
1.
2.
3.
4.

What products are well received?

What prices consumersare willing to pay?
What TV programmes, newspapers and advertising consumers read or view?
What restaurants are visited?

Market Research:
Market research is the format which enables McDonald's to identify this key information. Accurate research is
essential in creating the right mix to win customer loyalty.
In all its markets McDonald's faces competition from other businesses. Additionally, economic, legal and
technological changes, social factors, the retail environmentand many other elements affect McDonald's success in the
market.
Market research identifies these factors and anticipates how they will affect people's willingness to buy. As the
economy and social attitudes change, so do buying patterns. McDonald's needs to identify whether the number of
target customers is growing or shrinking and whether their buying habits will change in the future.

Market research considers everything that affects buying decisions. These buying decisions can often be affected by
wider factors than just the product itself. Psychological factors are important, e.g. what image does the product give or
how the consumer feels when purchasing it. These additional psychological factors are significantly important to the
customer. They can be even more important than the products' physical benefits. Through marketing, McDonald's
establishes a prominent position in the minds of customers. This is known as branding.
Meeting the needs of key audiences
There are a limited number of customers in the market. To build long-term business it is essential to retain people once
they have become customers. Customers are not all the same. Market research identifies different types of customers.
These examples represent just a few of McDonald's possible customer profiles. Each has different reasons for coming
to McDonald's.

Using this type of information McDonald's can tailor communication to the needs of specific groups. It is their needs
that determine the type of products and services offered, prices charged, promotions created and where restaurants are
located. To meet the needs of the key market it is important to analyse the internal marketingstrengths of the
organisation. Strengths and weaknesses must be identified, so that a marketing strategywhich is right for the business
can be decided upon.
The analysis will include the:

company's products and how appropriate they are for the future
quality of employees and how well trained they are to offer the best service to customers
systems and how well they function in providing customer satisfaction e.g. marketing databases and restaurant
systems
financial resources available for marketing.

Marketing objectives:
A marketing plan must be created to meet clear objectives. Objectives guide marketing actions and are used to
measure how well a plan is working. These can be related to market share, sales, and goals, reaching the target
audience and creating awareness in the marketplace. The objectives communicate what marketers want to achieve.
Long-term objectives are broken down into shorter-term measurable targets, which McDonald's uses as milestones
along the way. Results can be analysed regularly to see whether objectives are being met. This type of feedback allows
the company to change plans. It gives flexibility. Once marketing objectives are set the next stage is to define how
they will be achieved. The marketing strategy is the statement of how objectives will be delivered. It explains what
marketing actions and resources will be used and how they will work together.
Conclusion
Once the marketing strategy is in place various responsibilities are given to different individuals so that the plan can be
implemented. Systems are put in place to obtain market feedback which measure success against short-term targets.
McDonald's has to ensure that this is done within the confines of a tightly controlled, finite marketing budget.
TASKS:
TASK 1:
Learner is required to perform below mentioned tasks in-light of McDonald's case study.
1.1
1.2
1.3

Discuss the role of strategic marketing in McDonald's.

Explain the processes involved in strategic marketing.
Evaluate the links between strategic marketing and corporate strategy

TASK 2:
Learner is required to perform below mentioned tasks in-light of McDonald's case study.
2.1 Assess the value of models used in strategic marketing planning
2.2 Discuss the links between strategic positioning and marketing tactics

2.3 Analyse the merits of relationship marketing in a given strategic marketing strategy
TASK 3:
Learner is required to perform below mentioned tasks in-light of McDonald's case study.
3.1 Use appropriate marketing techniques to ascertain growth opportunities in a market
3.2 Plan how to use marketing strategy options in a market
3.2 Create appropriate strategic marketing objectives for a market
TASK 4:
Learner is required to perform below mentioned tasks in-light of McDonald's case study.
4.1 Report on the impact of changes in the external environment on a marketing strategy
4.2 Conduct an internal analysis to identify current strengths and weaknesses in a marketing strategy
4.3 Propose strategic marketing responses to key emerging themes in a marketing strategy.

Evidence
checklist

Summary of evidence required by student

1.1

Discuss the role of strategic marketing in an organization

1.2

Explain the processes involved in strategic marketing

1.3

Evaluate the links between strategic marketing and corporate strategy

2.1

Assess the value of models used in strategic marketing planning

2.2

Discuss the links between strategic positioning and marketing tactics

2.3

Analyse the merits of relationship marketing in a given strategic marketing strategy

3.1

Use appropriate marketing techniques to ascertain growth opportunities in a market

3.2

Plan how to use marketing strategy options in a market

3.3

Create appropriate strategic marketing objectives for a market

4.1

Report on the impact of changes in the external environment on a marketing strategy

4.2

Conduct an internal analysis to identify current strengths and weaknesses in a marketing

strategy

4.3

Propose strategic marketing responses to key emerging themes in a marketing strategy

Evidence
presented

Achievement Summary
Qualification
Unit Number and title

Criteria
Reference
LO 1
1.1
1.2
1.3
LO2
2.1
2.2
2.3
LO3
3.1
3.2
3.3
LO4
4.1
4.2
4.3

Pearson BTEC Level 7 Diploma in

Strategic Management and Leadership
Unit 7: Strategic Marketing Management
Unit Code: Y/602/2065

Assessor name
Student name

To achieve the criteria the evidence must show that the student is able to:

Discuss the role of strategic marketing in an organization

Explain the processes involved in strategic marketing
Evaluate the links between strategic marketing and corporate strategy
Assess the value of models used in strategic marketing planning
Discuss the links between strategic positioning and marketing tactics
Analyse the merits of relationship
marketing in a given strategic marketing strategy
Use appropriate marketing techniques to ascertain growth opportunities in a market
Plan how to use marketing strategy options in a market
Create appropriate strategic marketing objectives for a market
Report on the impact of changes in the external environment on a marketing strategy
Conduct an internal analysis to identify current strengths and weaknesses in a
marketing strategy
Propose strategic marketing responses to key emerging themes in a marketing strategy

Achieved?
(tick)

Assignment Feedback
Formative Feedback: Assessor to Student

Action Plan

Summative feedback

Feedback: Student to Assessor

Assessor Signature

Date

Student Signature

Date

Useful Links:
Textbooks
Best R J Market-based Management: Strategies for Growing Customer Value and Profitability, 5th Edition
(Prentice Hall, 2009) ISBN 0132336537
Chernev A Strategic Marketing Management, 5th Edition (Brightstar Media, 2009) ISBN 0982512635
Hastings H and Saperstein J Improve Your Marketing to Grow Your Business (Wharton School Publishing, 2007)
ISBN 0132331594
Hooley G, Saunders J, Piercy N F and Nicoulaud B Marketing Strategy and Competitive Positioning, 4th Edition
(Financial Times/Prentice Hall, 2007) ISBN 0273706977
Kotler P and Armstrong G Principles of Marketing, 13th Edition (Prentice Hall, 2008) ISBN 0136079415
Kotler P and Keller K L A Framework for Marketing Management (Pearson Education, 2008) ISBN 0137131844
Lambin J J Market Driven Management: Strategic and Operational Marketing, 2nd Edition (Palgrave Macmillan,
2007) ISBN 1403998523
McDonald M Malcolm McDonald on Marketing Planning: Understanding Marketing Plans and Strategy
(Kogan-Page, 2007) ISBN 0749451491
Mukerjee K Customer Relationship Management: A Strategic Approach to Marketing (Prentice Hall of India,
2007) ISBN 8120332857
Mullins J, Walker O C and Boyd H W Marketing Management: A Strategic Decision-Making Approach, 7th
Edition (McGraw-Hill Higher Education, 2009) ISBN 007126776X
Palmer R, Cockton J and Cooper G Managing Marketing: Marketing Success Through Good Management
Practice (Butterworth-Heinemann, 2007) ISBN 0750668989
Tollin K and Car A (Eds) Strategic Market Creation: A New Perspective on Marketing and Innovation
Management (John Wiley and Sons, 2008) ISBN 0470694270
Winer R and Dhar R Marketing Management, 4th Edition (Pearson Education, 2010) ISBN 0130387924
Journals
European Journal of Marketing (Emerald)
International Journal of Research in Marketing (Elsevier)
The Journal of Customer Behaviour (Westburn Publishers Ltd)
Journal of Interactive Marketing (Elsevier)
Journal of Marketing Communications (Routledge)
Journal of Strategic Marketing (Routledge)
The Marketing Review (Westburn Publishers Ltd)

Websites
- en.wikipedia.org
- www.businessballs.com
- www.idea.gov.uk
- www.managementhelp.com
- www.marketingpower.com