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Feb 20, 2024

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W1: Strategic Marketing Must post first. Read the articles required this week. You are required to post your discussion answer before you can read others. Respond to at least two other classmates (or me) each week. Answer one of the following questions: What role does marketing play in the overall strategic planning process? In your post, discuss a company that you think has mastered the marketing process and also mention a company that you think needs much improvement in marketing products or services. How do you think that social media has changed marketing concepts over the past five years for these companies? OR What is your favorite (past or present) company jingle, slogan or one that you can't get out of your head? Did the company jingle persuade you to purchase their products after hearing or seeing it? (ex. McDonald's "I'm Loving It") Hello everyone, When looking at the definition of strategic planning, we will see that it is nothing more than an outline or guidelines that encompass a vision or goal. Strategic planning allows us to understand what the mission is. This strategic plan is used to establish a marketing blueprint to accomplish the goal and vision set by the strategic plan. Marketings role in the strategic planning process is probably one of the keys for achieving the organization’s goals. According to our e-text, marketing is a one of the value-chain activities of an organization and is valuable to help achieve the long term and short-term goals of the organization.

Organizations utilize marketing to choose who they want their customers and competitors to be. When thinking of a company that has mastered the marketing process, I would have to point out McDonald’s. Their target is to appeal to customers of all economic statuses. By doing this they have placed stores in some of the wealthiest areas in the world and also maintained their locations in the normal blue-collar areas. They have also fostered the power of their golden arch. No matter what country you are from and/or what your ethnic background is, everyone will instantly know and associate the double golden arches to McDonald. Having a symbol to associate your business with is crucial because it leaves an impression on customers minds and triggers emotions to the benefit of the organization. In comparison to the success of McDonald’s, I would like to mention the slow decrease in Burger King. Here we are seeing another company failing to meet or uphold the standards set by McDonald’s. Burger King does not invest in marketing like they do at McDonald’s. In their defense, McDonald has twice as many restaurants, five times the ad budget, and 10 times the revenue. None the less, it seems like the strategic planning process of Burger King’ marketing strategy has fallen short. They have not taken the same efforts to branch out to other markets like McDonald’s has done. Instead of focusing and building a relationship with its market, Burger King has always seemed to take on more abrasive routes of advertising which can be a reason for their slow growth. As the times have changed, we have seen social media and the marketing techniques involved change throughout the years. More and more advertising is taking place online now. Many people are even going as far as canceling normal television services and using streaming

video. This cuts down on the ability to market people via commercials and television ads. Now we are seeing more ads being placed on social media sites such as Facebook, Twitter and Instagram. As social media continues to change the way we view and process material, businesses will need to adjust and redevelop a new strategic plan for the changes in society. That is exactly what Burger King did in 2014. By changing management, refranchising, expanding international growth and focusing on cost, Burger King is finally starting to see growth in this new market. Marcus Hudson, S. (2022, October 17). Burger King vs McDonald's: A valuable lesson in keeping a cool head against your competition. Your Marketing Doctor. Retrieved May 1, 2023, from https://yourmarketingdoctor.co.uk/burger-king-vs-mcdonalds-a- valuable-lesson-in-keeping-a-cool-head-against-your-competition/ Kelly, C. (2022, May 17). Burger Wars: How burger king's rivalry with McDonald's reverberates through Adland. Marketing Dive. Retrieved May 1, 2023, from https://www.marketingdive.com/news/mcdonalds-burger-king- brand-rivalry-burger-wars/621713/

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