Marketing Plan: Phase II - Research Paper Example

Marketing Strategy Marketing Strategy McDonald’s marketing strategy planning will be affected by the needs oforganizational buyers as well as final consumers. The organizational buying behavior is different from those of the individual consumers. This is because the organizations have different and additional needs from those of the individual consumers. It is therefore important for MacDonald’s to come up with a marketing strategy that will reflect this situation. In an organization, there are people who are involved in making the purchasing decisions.

There are also more procedures and administrative processes that are involved in the purchasing activities. In coming up with a marketing strategy, MacDonald’s will have to put these factors into consideration. The marketing strategy will also be affected by the organizational buying situations. The situations have been classified into 3 categories. These categories include straight rebuy situations where the buyer keeps [placing the same order with the same specification on a routine basis.

The product specifications are not changed. The second category is the modified rebuy where a buyer can change the specifications of the products ordered. The order can be substituted because of economic reasons. This is an important consideration for the marketers as there does not exist familiarity with the product. The marketers therefore have the responsibility to create familiarity with the organization to encourage sales (Samli 1995). The third type of organizational buying situation is the new task.

In this situation, the organizational buyers buy the product for the first time without any previous experience with the product. The new task buying may be because the need for the product had not arisen. In this buying situation, the buyers require a great deal of information. This means that the marketer will have to provide the information to the organization to increase the sales of their new product. The organizational buyer requires the marketers to come up with different marketing strategies.

The marketer must recognize the fact that for the organization, there are several departments and people that are involved in the purchasing decision. This means that the marketer must come up with a proposal for the organization as opposed to depending on commercial and adverts. For the organizational buyer, the marketer must come up with a flexible plan, and must be alert to the trends and expectations of the industries so as to come up with strategies that are suitable for the specific organizational buyers.

This will enable the marketer to meet the needs of the organizational buyers. The needs of the final consumer will be an important consideration for the marketing team. The needs of the consumer change over time following the changes in awareness for the customers. The change can be for example because of the rise in the awareness of health issues among the public. The marketing message will therefore have to change to fit the needs of the consumer. The marketing team has the responsibility of increasing awareness about the product among the final consumers.

Awareness about a product is important to the final consumer as he makes the purchasing decision (Samli 1995).It is therefore important for the team at MacDonald’s to keep in consideration the kind of organizational buyers and the final consumers as they come up with the marketing plan. The marketing plans will have to be in line with the needs of the final consumers and the organization buyers and should seek to show how the product will meet these needs. ReferencesSamli, C. (1995). International consumer behavior: Its impact on marketing strategy.

Westport, CT: Quorum Books.