Digital Marketing for Tourism and Hospitality: McDonald's Australia

This report provides a comprehensive analysis of McDonald's Australia's digital marketing strategies. It begins with an executive summary and an introduction to digital marketing, emphasizing its significance in today's business environment. The report delves into McDonald's Australia's vision, mission, and goals, followed by an examination of its internal environment, including resource analysis and capabilities. The external environment is explored through micro and macro environmental analyses, including a PEST and SWOT analysis. Key digital marketing strategies are then discussed, encompassing target market strategies, positioning, social media strategy, and marketing mix. The report also includes an evaluation using the SERQUAL model and concludes with recommendations for enhancing digital marketing efforts and achieving a competitive advantage. The report examines the website of McDonald's Australia and its digital marketing activities, including social media presence and target market segmentation. The report also provides recommendations for attaining competitive advantage over other companies by facilitating efficient digital marketing activities.

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.

Goals
These are the ultimate objectives of a company and facilities every operation of it. There
are many goals of McDonald’s Australia; however, their main goal is to serve outstanding food
to wide range of customers in a friendly environment to create value. They also tend to provide
good returns to their shareholders (McDonald’s Australia , 2019).
Internal Environment
Resource Analysis
Financial Resources
These are the resources of the company, which facilitate the finance related activities. In
McDonald’s Australia, financial resources are adequate. They have the reach efficient financers
as well as their shares are also doing well in the economy (Rothaermel, 2013). From various
modes of input of finance in the business, the company is utilizing its financial resources in
productive manner by making use of them in various functions, departments, branches, etc of
McDonald’s Australia in the country.
Technological Resources
These are the resources, which are needed by the company to bring innovation in their
operations and products. The technology used by McDonald’s Australia is advanced which have
the capacity to bring evolution in the company. the operations of the company such as to make as
store food products as well as way of serving them, taking care of perishable food products, etc.
these all become possible with the appropriate use of technological resources by the company
(Zhu & Chen, 2015).
Human Resources
These resources are considered the core resources of the company as they use other
resources to bring positive result to the company. The human resources of McDonald’s Australia
help the company in fulfilling its vision, mission and goals and ultimately bring productivity as
well as profitability to the company.

Structure
The structure of McDonald’s Australia is similar to structure of McDonald’s operating in
other countries; however, there are slight changes such as they have variations in their menu
based on the place they are serving such as Australia. There outlet structure is similar in every
place with a clown sitting on a bench outside the outlet as well as similar chairs, etc.
Capabilities
The capacity of McDonald’s serving in Australia as well as its website id productive
enough as it is offering very useful information to its customer (Correia, Gnoth, Kozak, & Fyall,
2015). This information is covering all fields of concern related to product, services and
operations of McDonald’s Australia. According to experts the ranking of official website of
McDonald’s Australia is around 200 among various websites of Australia. This website of
McDonald’s Australia facilitates digital marketing activities of the company as well as provides
efficient interaction with customers.
External Environment
Micro Environment
After analyzing the website of McDonald’s Australia, it can be said that the
microenvironment of the company is made up with its suppliers, competitors, customers, etc
(Vrontis & Pavlou, 2008).
Competitors
As the 21st generation worldwide industry is extremely competitive, McDonald's
Australia does have some powerful rivals, such as Burger king, KFC, Pizza Hut, etc. All
companies have excellent brand value, notable market share, lengthy company history, and many
more.

Source: Showing ranking of Competitors of McDonald's (Merrilees & Frazer, 2013)
Suppliers
McDonald's Australia has its own providers and is very near to providers. Indirect
providers supply direct distributors with the components and direct distributors manufacture the
fresh produce for McDonald's Corporation.
Customers
McDonald's Australia as clients targets all individuals. For about every kind of
individuals, it provides food. The business prioritizes clients and seeks to guarantee maximum
fulfillment (Miklosik, Evans, & Hasprova, 2018).
Macro Environment
PEST Analysis

Political Factors: McDonald's Australia continues to follow the initiatives of the Australian
government as well as overseas investment measures on its franchise business approach.
Australia's political instability also affects the business of McDonald.
Economical Factors: Australian financial circumstances have an impact on the operation of
McDonald. Usually individuals are discouraged from spending more cash for their food if the
local economy is critical. Therefore, this affects the business.
Social Factors: Person's lifestyle is changing and this change's demand has an impact on
McDonald's sales worldwide, particularly in Australia. McDonald's Australia requires
investigating the market as well as providing its Australian clients with an efficient food menu.
Technological Factors: Modern and fast distribution networks, simple and fast payment
facilities, in-store client entertainment facilities, wireless internet facilities in all shops, etc.
enables McDonald's Australia to remain successful.
SWOT Analysis
Strength Weakness
 McDonald's has both Australia as well
as the world's most appealing, costly
and busiest places.
 It has a distinctive company policy
recognized as ' Franchises Policy, and
therefore this policy operate nearly
80% of branches.
 High staff turnover rate in McDonald's
Australia demonstrates the
corporation's weak workforce pattern.
 McDonald's Australia's campaigns also
target kids, promoting more fast-food
conduct in them.
Opportunity Threat
 McDonald's Australia can capture more  Many rivals are operating for the

clients by inventing fresh food, and
effective innovation can increase sales.
 By adopting, it can attract more clients
to the technological advantage.
comparable amount of clients like
McDonald's Australia, KFC, Pizza hut,
Subway, Wendy's etc.
 Fast food businesses are usually
criticized in the health problem.
Strategies of Digital Marketing
Target Market Strategies
Target market usually is the group of individuals that the company is aiming to produce
its products as well as selling them ultimately (Chong, Bian, & Zhang, 2016). Target customers
or market of the company or its products as well as services are selected with the help of some
basic criteria, that can be related to the age, gender, preferences, etc of the individuals.
Source: Showing Divisions of Target Market of McDonald's Australia (Melancon & Dalakas,
2018)
Geographic

These are the division of McDonald’s Australia customers based on various geographies.
In this assignment, the company targets the customers of Australia. For e.g. McDonald’s target
different regions based on their geographies (Rasul, 2018).
Sociographic
The societal values of the customer of Australia are taken into consideration in this
section. McDonald’s Australia deals in various social factors of Australia such as community,
food processing according to culture and religion of the country. For e.g. McDonald’s Australia
bring variation in its products by analyzing the social values of the country.
Demographic
These factors are related to the demographic conditions and based on that certain
products of McDonald’s Australia are divided, the considered factors are age, gender, race, etc.
For e.g. McDonald’s in Australia focus on youths more.
Behavioral
The behavior of Australian customers is identified and then company targeted them
accordingly. For e.g. the way of thinking of Australian people, reaction to particular situation are
considered while manufacturing as well as offering product to customer by McDonald’s
Australia.
Psychographic
The psychological factors of people present in Australia are considered and products of
McDonald’s Australia are made accordingly. For e.g. McDonald’s in Australia uses goals and
motives of customers to make its products.
Strategy of Positioning
It is related to placing the finished product in the market in order to get it sold and earn
profit on the same. The company needs some strategies that needed to be followed for effective
positioning of their products and services in the market (Palmer & Atkinson, 2011). McDonald’s

Australia uses a model of positioning that helps efficient placing of its products in the market
among its customers.
Performance excellence of the product
The product of McDonald’s Australia must be excellent in order to provide competitive
advantage over other company’s products.
Price performance excellence
The price of products of McDonald’s in Australia is decided based on certain parameters
such as the economic state of the country, bargaining power of customers, import and export
taxes, etc.
Transactional Excellence
The transactional excellence of company is analyzed in Australia in order to bring
effectiveness in the path of offering.
Excellence of the relationships
The excellence of relationship is considered the most important factor as it is important
for ultimate survival of McDonald’s in Australia and everywhere else.

Social Media Strategy
Companies use various digital media tools like websites, mails, visual advertisement, etc.
to attract their customers and to market their products to them (Melancon & Dalakas, 2018). In
similar way the McDonald’s Australia also opted for many digital marketing ways in which the
company has made an attractive website, reached to many social media websites such as
facebook, which is showing the details about the company as the product it is selling to its target
customers (McDonald's Australia, 2019)
Marketing Mix
The digital marketing strategy of McDonald’s Australia have made it clear that the
company is having a large number of customers and the marketing tactics of the company have
played a big role in this (Jackson & Ahuja, 2016). The marketing mix of products of McDonald’s
Australia has made the product, price, place, promotion of their offering in an effective manner.
This ultimately helps the McDonald’s Australia in accompanying competitive advantage over
other competitors (Singh, 2012).
Evaluations
The analysis of digital marketing strategy of McDonald’s Australia is helps in identified
and reviewing the operations of McDonald’s Australia in following manner:
SERQUAL
Dimensions (Digital
and Non Digital)
Good Average Bad
Productivity YES
Efficiency YES