Digital Marketing for Tourism and Hospitality

Digital Marketing for Tourism and Hospitality
With Special Reference to McDonald’s Australia
Student Details
8/29/2019

Executive summery
Digital marketing is one of the rapidly increasing marketing form in which the companies opt for
marketing of their products or services on a digital platform such as social media, websites,
videos, etc. In this assignment, the main aim is to provide a brief outline of the McDonald’s
Australia as well as its digital marketing activities. McDonalds’s is considered one of the top fast
food chains of the world. In this assignment the overview of website of McDonald’s Australia is
done in order to identify basic information about it and its various marketing tactics. With the
help of this assignment, it will be possible to analyze various digital marketing activities
conducted by McDonald’s Australia in order to be successful worldwide. The report also
provides recommendations for attaining competitive advantage over other companies by
facilitating efficient digital marketing activities.

Contents
Introduction......................................................................................................................................4
Vision, mission and goals of McDonald’s Australia.......................................................................4
Vision...........................................................................................................................................4
Mission.........................................................................................................................................4
Goals............................................................................................................................................4
Internal Environment.......................................................................................................................5
Resource Analysis........................................................................................................................5
Capabilities...................................................................................................................................6
External Environment......................................................................................................................6
Micro Environment......................................................................................................................6
Macro Environment.....................................................................................................................7
Strategies of Digital Marketing.......................................................................................................9
Target Market Strategies..............................................................................................................9
Strategy of Positioning...............................................................................................................10
Social Media Strategy................................................................................................................12
Marketing Mix...........................................................................................................................12
Evaluations....................................................................................................................................12
SERQUAL.................................................................................................................................12
Conclusion and Recommendations................................................................................................13
Bibliography..................................................................................................................................14

Introduction
Digital marketing is the marketing of products or services with the help of digital
platform. The world digital means the technology that has the capacity to generate, store, process
and present data in effective way. The marketing activity with this technology can help the
companies in many ways. Now days most of the individuals are using mobile phones or have the
internet access. In the website of McDonald’s Australia (link: https://mcdonalds.com.au/), it can
be made clear that the company is using efficient marketing methods to be competitive over
others (Tiago & Manu, 2014). After analyzing the website and other digital marketing
activities of McDonald’s Australia, the marketing strategy of the company can be analyzed and
interpret. In upcoming lines an over view of McDonald’s Australia and its various digital
marketing strategies are analyzed. (McDonald's Australia, 2019).
Vision, mission and goals of McDonald’s Australia
Vision
The vision of McDonald’s Australia is to provide fast food products to wide range of
people by following company’s corporate values. It mainly focuses on providing the services to
customers, which are quality based and bring value to them. The vision of the company is mixed
up with its values which says that the customers’ experience is placed at top, commitment to
public, ethical operations, grow business profitability and to strive continues improvement
(McDonald’s Australia , 2019).
Mission
Mission statement of every company talks about the core reason for which the company
is established. The mission statement of McDonald’s Australia is to be the favorite place of their
customers for eating and drinking. There strategy in Australia is to call as the place to win, that
focuses on outstanding experience of their customers with McDonald’s Australia.