Digital Marketing Analysis for McDelivery

This report analyzes the E-Environment for McDelivery, the food service delivery of McDonald's. It identifies and classifies the existing online customers, determines the paid media, owned media, and earned media used by the company, and provides recommendations for enhancing its digital media marketing strategies.

Running head: DIGITAL MARKETING
DIGITAL MARKETING
Student’s name
University Name
Author note

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Executive summary
The purpose of this report is to analyze the E-Environment for the chosen company that
McDelivery, food service delivery of McDonalds. It identifies and classifies the existing online
customers for the chosen company. It determines the paid media, owned media and earned media
that are used the company. It classifies the company online customers into demographic,
psychographic and Behaviorist customers. It determines the SWOT analysis of the company, and
uses the RACE model to enhance its digital media marketing policies and techniques. Further the
report recommends the alternate digital media marketing strategies. It recommends the strategies
of paid media, owned media and earned media and compares it with the strategies of the
company. Lastly it concludes that the company by enhancing its online presence can increase
competitive advantage.

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Table of Contents
1. Analysis of E-environment of McDelivery.................................................................................3
1.1 Company overview................................................................................................................3
1.2 Company’s infecta analysis...................................................................................................4
2.0. Online customer analysis..........................................................................................................6
2.1. Demographic analysis...........................................................................................................6
2.2 Psychographic analysis..........................................................................................................6
2.3 Behavioral analysis:...............................................................................................................6
3.0 Strengths and weakness of online marketing strategies of McDelivery....................................7
3.1. strengths-opportunity:...........................................................................................................7
3.2. weakness-opportunity...........................................................................................................7
3.3. Strengths-threats...................................................................................................................7
3.4 Weakness-threats...................................................................................................................8
4.0. Recommendations.....................................................................................................................8
4.1. Alternative digital media marketing.....................................................................................8
4.1.1. Strengthening RACE model..............................................................................................9
Conclusion.....................................................................................................................................12
References:....................................................................................................................................13
Appendices....................................................................................................................................15

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1. Analysis of E-environment of McDelivery
1.1 Company overview
McDelivery was started in the year 1993. It offers delivery service which is available
24/7 hours. McDelivery is an America fast food company; there are more than 35,000 restaurants
in around 100 countries. McDelivery was started in Singapore in the year 2005, it has 59
restaurants at various locations in Singapore, it is called as “Hubs’’ (McDelivery 2016). The
company implements various strategies to differ them from its competitor firms. The company is
highly dedicated in offering quality foods, services with clean environment and values. To
ensure customer satisfaction the company takes necessary steps to offer good experiences for the
customers. It uses the strategy of play and win as a support to its three legged stool approach
(McDelivery 2016).
1.2 Company’s infecta analysis
1.2.1 Reach: McDelivery is active on various social media platforms like Twitter and Facebook.
It uses the SEO tools to increase its social media reach. The company is using Facebook to reach
their message to the target audience. They use colorful images and description of their food items
in their home page to reach the target audience.

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Figure 1: Facebook page of McDonalds showing number of likes
Source: Facebook
Figure 2: followers and tweets in Twitter by McDonalds

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Source: Twitter
Figure 3: Screenshot of their Facebook ads
Source: Facebook

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Figure 4: Percentage of people ordering from McDonalds in Singapore
Source: Statistacharts
1.2.2: Activate: In order to achieve success in digital media marketing the company reached to
its audience using the social media, influence the viewers, earns their trust and credibility of the
business and this helps the company to activate its audience to reach their goals. The social
media performance enhances the call to action (Crawford 2015). The company promotes their
brand by enhancing its content on the website. The company uses truly irresistible contents; it
provides info graphic presentation of the details and the food items. (McDelivery,
M.A.L.C.O.L.M., 2016).

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Figure 5: Screenshot of Mcdelivery website
Description: The website provides details of the meals and items available with info
graphics and proper details.
Source: McDonalds.com.au
1.2.3: Convert: Social Media like Twitter and Facebook is used by McDelivery to promote its
brand. The post shared by the company, its updates and comments are used by the business to
turn the leads into conversion. The reactions and positive interaction with the audience
contributes to conversion. Social Media like Instagram and Facebook is used by McDelivery to
promote its latest product, price and promotion. The company provides coupons, The coupons
contains special offers such as FREE McEgg, Chicken Mcgrill and other costs at a less cost, E

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vouchers, special offers, free online delivery and other promotional techniques to promote its
brand. It also offers promo codes and coupon codes to the customers to enjoy their meal at low
costs with exciting free items. It also provides offers like “buy 1 burger and get one burger free”
in Singapore (Mcdonalds.com.au. 2019).
1.2.4: Engage: The company post poll, takes surveys, reviews , responses and comments to the
post on the social media with the audience and this helps the company to engage with the
customers (Dessart et al. 2014).
Figure 6: Responses and comments posted on social media

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Description: It shows the engagement of the company with the potential customer and
acknowledging their needs and requirements.
Source: Twitter
1.2.5
Paid Owned Earned
R- Reach Advertising, Banner
ads, Google
AdWords
Websites,
Blog Content
Media relation,
Blogs, Influencer
relations
A-Activate Upload videos,
banners
Content that adds
value to the
conversion
Upload influencers-
(YouTube
subscribers, Facebook
followers and fans of
McDonalds) (Lovett
and Staelin, 2016).
C-conversion Designing forms,
wording of button,
links , images
Interesting statistics,
series of micro sites,
blogs
Subscription, social
events, links food
videos, articles.
E-Engagement Creating communities
and developing
engagement
Email list of potential
customers
Communicating
personal ideas and
personal interests.

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2.0. Online customer analysis
2.1. Demographic analysis
McDelivery uses the demographic strategy for segmentation; the age is the parameter for
demographic analysis. McDelivery targets mainly the children’s and the youth generation. The
fast food family restaurant also targets the families with children (Lovett and Staelin, 2016).
McDelivery targets the college students and young adults (Hammedi et al. 2015). Meal kit
delivery is offered to the working professionals. It mainly focuses on the men as they tend to
order online. The low and middle income group earners are targeted by McDelivery (Dessart et
al. 2014)..
2.2 Psychographic analysis
It targets the resigned people, the strugglers and the mainstreamers. It focuses on the
cross cultural consumer characterization (Jargon 2013). It targets the cross cultural consumers,
the strugglers. It targets the customers who are lovers of fast food. They have adopted strategies
according to the lifestyle and convenience of the consumers, analyzing these facts they come up
with new food items (Jargon 2013).
2.3 Behavioral analysis:
The customers majorly order snack wraps, the meal pack, chicken nuggets and variety of
burgers offered by the customers. The customers prefer cheap food and they are willing to spend
$5 on hamburger. They weekly spend around $10 for fast foods (Ryan 2016). The customers
prefer paying online, the website app for ordering is their own website that is Mc delivery
(Crawford, 2015).
.

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3.0 Strengths and weakness of online marketing strategies of McDelivery
3.1. strengths-opportunity:
There is an increasing trend of food delivery systems in the economy; therefore the
company can make the maximum use of its advantaged technology in the organization to
improve its service delivery and enhance its connections and build long term relationship with
the loyal customers. The company offers 24/7 hours delivery to the customers. Since there is an
increase in the demand at about 50% for food delivery service in Singapore. There is an increase
in the demand for food delivery service, it can leverage its strengths such as strong market share,
financial strength and leverage on for the maximum opportunity (Kilgour, Sasser and Larke
2015). The company can utilize its brand image for exploiting the opportunity in the market
trend. Moreover, there is an increased opportunity in the market to increase sustainability of
McDelivery, the company can take advantage of the opportunity as it offered its foods
maintaining strict food standards, and this can influence sustainability of the organization.
3.2. weakness-opportunity
The menu of McDelivery is quite complex and it is considered to be unhealthy by many
people as it contains high fat content. Hence, this weakness needs to be reduced by the business
organization as this can impact the brand. The company serves food that contains high fat and
calorie food items; this can impact the brand image and reputation of the company. However the
company maintains strict standard for preparing the food items, it also needs to manage the fat
and calorie content in the food items as it can be healthy for the customers (Leeflang et al. 2014).
3.3. Strengths-threats
There are increasing concern and demands for healthy food options coupled with
continued concerns of the obesity level and fat. For example, they can come out with more

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healthy food options like grill chicken sandwich. However, McDelivery can implement its
strengths to identify better ways of performing the tasks and use its market power over its
suppliers and the competitors such as KFC, Pizza Hut to counter the possible threats of
increasing competition in the market (Crawford, 2015).
3.4 Weakness-threats
The company needs to overcome its weakness to counter the possible threats to the
business. The company provides unhealthy product items which contain high level of fats and
calories in the items, and there is an increasing threat of health conscious customers in the
market. Hence, the company needs to overcome this weakness and offer an option for delivery
healthy food products for its health conscious customers (Lovett and Staelin 2016).
McDelivery Strength
 24/7 delivery service
 Strong market share
 Financial strength
Weakness
 Unhealthy menu (find
data) which promoted
unhealthy eating habits
 High employee
turnover
Opportunity
 Increase in online
delivery order
SO- Advanced technology to
deliver food products in less
time.
WO - Unhealthy food
products need to be reduced.
Threats ST - Market power to WT - Reduce unhealthy food

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 Singaporeans are
becoming more health
conscious and wants
more healthier options
 Competition with more
food delivery apps
overcome threat of increased
competition
products to counter the threat
of health conscious customers.
4.0. Recommendations
4.1. Alternative digital media marketing
The alternative strategies to strengthen the digital media marketing are having a strong
SEO, content and enhance its website design and increase its search engine ranking. The
company can enhance its online presence and be more active in the social media platforms to
engage with the potential customers. The search engine marketing must consists of SEO and
proper PPC advertisement. The company must use the social media in a creative way to enhance
its online presence, its followers and increase its engagement rates. It can use its video content
and graphs to influence the customer base (Ryan 2016).
4.1.1. Strengthening RACE model
a) Paid media- Several tools and techniques such as Google Ad Words and Google Display
Network can be utilized efficiently by the company. Behavioral retargeting needs to be
encourage the visitors of the websites to return their visits on the sites. By using the affiliate
marketing for transactional e-commerce sites for strengthens the affiliate networks. The company

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needs to implement programmatic advertisement to influence the customers and generate sales
(Salar and Salar 2014). Several UTM parameters can be used to meaningfully organization the
target audience and bucket traffic. Strategic tagging of advertising in social media can be used as
a strategic digital media marketing tool for the business organization. These efforts can be
leveraged in platforms like the Google Ads.
b) Owned media- By using various owned media such as websites and blogs the company must
feed the targeted audience with influencing content in the blog. By asking questions and taking
surveys from the customer, the company can influence them by providing contents and food
items which are desirable by them. The content must be at a global scale. The content in the
websites must influence the customers and convert them into potential loyal customers; by
achieving this company can maintain and build long term relationship with the potential
customers (Ščeulovs and Gaile-Sarkane 2014). Having attractive videos in the content of the
website or a part of the blog can attract customers.
c) Earned media- Strategies can be used by the company to use niche blogs and other media
outlets to connect with the audiences in an expert and professional way. HARO can be used by
the company, it is an effective tool that can gain exposure for the company and the back links.
By implementing strategies to use proper hash tags on the social media sites. Social media
engagement is another strategy that can be used by the company. It can utilize various downloads
and form submissions, this increase the number of lead generation in connection to the specific
content offers (Salar and Salar 2014).
Comparison RACE table summary

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Before
RACE MODEL Paid Owned Earned
R- Reach Advertising, Banner
ads, Google Ad
Words
Websites,
Blog Content
Media relation, Blogs,
Influencer relations
A-Activate Upload videos,
banners
Content that adds
value to the
conversion
Upload influencers
C-conversion Designing forms,
wording of button,
links , images
Interesting statistics,
series of micro sites,
blogs
Subscription, social
events, links food
videos, articles.
E-Engagement Creating communities
and developing
engagement
Email list of potential
customers
Communicating
personal ideas and
personal interests.
After
RACE MODEL Paid Owned Earned
R- Reach Google ad words,
Google display
Network, affiliate
Websites and blogs Blog review, social
media followers,
Google rankings,

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marketing press mentions
A-Activate programmatic
advertisement
Asking questions,
taking surveys, videos
Search engine
optimization,
influencer marketing.
C-conversion Strategic tagging on
social media,
remarketing
collaborating the
needs and
requirements of the
customers with the
content
Engaging content ,
shareable content
E-Engagement Interacting with
customers
Taking surveys,
hosting events to
engage with
customers
Reviewing
comments, hosting
events, surveys,
questionnaire
4.2 Growth strategy
4.2.1 Market penetration strategy
Pricing policy of the company must be adjusted by offering discounts to customers. The
company can offer coffee and wrap as set to the target customer for eg, the working adults. They
can offer grab and go facility to the customers as a promotion strategy. They can create new
product in the market, such as healthier food option, it will be aimed for the customers who are
more health conscious. The company can drastically promote its service and products offered.
Using the advertising policy and digital media marketing tools effectively the company can

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increase its brand awareness. The campaigns must be well planned and executed, improving the
quality of the products and giving an option for healthy products the company can increase sales
and increase revenue (Tiago and Veríssimo 2014).
Conclusion
Therefore from the above analysis, it can be identified that McDelivery’s online food
delivery service is facing various threats and having opportunities in their business environment.
However, the company can utilize its strengths to counter the potentials threats and overcome the
weakness to counter the possible threats in the company. The report has provided the digital
media strategies that are adapted by the company to influence its presence in the social media
platforms and enhance its business. Father the report has provided various recommendations to
enhance its digital media strategies with the use of owned media, earned media and paid media.
By implementing its strategies the company can overcome its weakness and counter the possible
threats.

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influence knowledge, attitudes, and behaviors about sugary drinks and obesity. Preventive
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Investigating empirical links between purchase involvement, strategy, content, and media type.
In American Academy of Advertising. Conference. Proceedings (Online) (p. 131). American
Academy of Advertising.
Crawford, A., 2015. McDelivery's: A Case Study in Glocalization. Journal of Global Business
Issues, 9(1), p.11.
Dessart, L., Morgan-Thomas, A. and Veloutsou, C., 2014. Customer engagement in online brand
communities: a social media perspective.
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service management, 26(5), pp.777-806.
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content into strategy. Corporate Communications: An International Journal, 20(3), pp.326-343.
Leeflang, P.S., Verhoef, P.C., Dahlström, P. and Freundt, T., 2014. Challenges and solutions for
marketing in a digital era. European management journal, 32(1), pp.1-12.

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Liu, Y., Li, H., Peng, G., Lv, B. and Zhang, C., 2015. Online purchaser segmentation and
promotion strategy selection: evidence from Chinese E-commerce market. Annals of Operations
Research, 233(1), pp.263-279.
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Appendices
Logo of McDelivery

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Info graphics for online delivery service of McDelivery

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RACE model

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Social Media Marketing

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Digital media marketing strategies

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Paid media, owned media, earned media