MNG81001 - Case Study: Evaluating McDonald's Communication Plan

This assignment provides a case study analysis of McDonald's communication strategies, focusing on their social media presence, handling of negative campaigns, and overall communication plan. It examines the advantages and disadvantages of using social media, the importance of understanding stakeholder organizations, and the effectiveness of McDonald's Twitter campaigns. The communication plan outlines key elements such as timing, audience, sender, key messages, desired outcomes, communication channels, materials, and frequency of updates. The analysis emphasizes the importance of customer satisfaction, reputation management, and adapting communication strategies to address public perception and potential crises. The document concludes with insights on leveraging social media for brand development and managing online activities to maintain a positive brand image.

MNG81001 MANAGEMENT COMMUNICATION

Contents
Introduction.....................................................................................................................................2
Answer 1:.........................................................................................................................................2
Answer 2:.........................................................................................................................................2
Answer 3:.........................................................................................................................................3
Answer 4:.........................................................................................................................................3
Conclusion........................................................................................................................................5
References.......................................................................................................................................6

Introduction
The research is about how McDonald Bar-B-Q restaurant has been able to offer the carhop
services with the featuring of larger menu. Here, the discussion is about how the company is
working on building the restaurant system with consistency and high quality to maintain the
uniform methods of preparation. The corporation is working on restaurant chain which continues
to expand with recognition of properly serving the customers. The efforts are made to strengthen
the McDonald brands with the appearances that are achieved through significant growth.
Answer 1:
The use of the social media includes the different advantages and the disadvantages for the
company where the essence is mainly for the cheap ways to reach the customers and then help in
the proper build-up of the perceptions of brand. The companies are able to make use of it with
the wider audiences working about the new products, and then dealing with the scenarios.
There are certain drawbacks where there is a need to use multiple platforms which leads to time
consumption process (Jankaunskaite, 2016). The companies need to hire the employees with
working on the specifications and social media marketing. The employees also need to have a
regular positing updates with proper response to the customers. The companies are presented
with social media not stopping, and the companies tend to use social media to struggle in
keeping up with the time zones.
Answer 2:
The focus is to handle the organizations working with McDonald’s. Here, the campaigning can
affect them in a positive or the negative manner. Hence, the people need to work on
organizations who have a negative stigma of the brands when they are creating certain social
media campaigns (Pfeffer et al., 2014). Here, the organizations tend to include People for Ethical

Treatment of Animals (PETA), US Food and Drug Administration (FDA) and the other
organizations that works towards handling the decreased obesity targets. They also need to know
about how the media is able to write on the nutrition and health. Hence, the organization will
then be able to jump at any chance so that they can get to attack McDonalds (Zhu et al., 2017).
Hence, it is important for the company to lean on the safer side when it is about making the
different campaigns with huge organizations, as there are many people who tend to dislike it as
well.
Answer 3:
As per the analysis of case study, I think that it is the smartness of Wion and the team members
to start off for looking over the campaigns and the other competitors who have been able to work
in the past and determine the different results. The campaigning is moderately successfully,
according to me. They need to also work on the Twitter Ad results for the best performance with
saving time on the future campaigns with use of Spark Posts where the duplicate features leads to
the modification in the winning designs. Apart from this, it is important to focus on the sales
driven patterns with mission driven organization to focus on the end-of-year systems. There are
possibilities to make use of the Twitter Promoted Trends in the different campaigning which will
help in getting more engagement from the different words. The factors are related to the trending
lists and then working over the maximum exposures as well (Holt, 2016). The factors are
depending upon working proper interviews and the documentary formats which gives
information about monitoring the ensuring of the online Twitter activity.
Answer 4:
For the Communication Plan (Ivey Business School McDonalds)
1.Timing It include the campaigning of Twitter

There are proper executions based on handling the Twitter
campaign with best programs (IIlhan et al., 2018).
The improvement in the control of quality and the measures
taken to execute it for the time of next month.
The employee training.
2.Audience Here, the people work with thoughts and then sharing all
relevant information.
The followers are seen to be suffering when sharing
thoughts.
3.Sender The work involves the people with information that is
spread for a particular person.
Here m the communication team works with the people.
4.Key Message Customer satisfaction & Comfort
Properly working on building the reputation (Pangrazio et
al., 2018).
5.Desired Outcome Apologies, if needed.
A proper check on how the population is able to target and
work on different situations as well.
6.Medium The channels are set with social media approach so that
McDonald’s can be spread among the people.
There are non-personal TV commercials with broadcasting
of the printing media through newspapers and the other

travelling forms.
Through using online news websites like BB etc.
The social media like the Facebook, Instagram etc.
7.Materials A proper feedback for the different customers and the
employees.
There is a need to work with the messages that include the
social media function with recovery communication.
Improvement and the increased commitment of job.
8.Frequency Frequently updating the new updates 4 times a week
The following of the articles and the other announcements
Conclusion
The social media helps in the development of conversation with the users which can help in
positively shaping the thoughts and ideas for the brand. The companies can make use of the
analytical figures with demographical content. The trends are depending upon creating an
opportunity for the public to share the different online stores and then work towards focusing

over the positive and the negative comments. The important perspectives are related to the online
activities with the hashtag names that will help McDonalds to be in trend on Google.
References
Holt, D., 2016. Branding in the age of social media. Harvard business review, 94(3), pp.40-50.
Ilhan, B.E., Kübler, R.V. and Pauwels, K.H., 2018. Battle of the Brand Fans: Impact of Brand
Attack and Defense on Social Media. Journal of Interactive Marketing, 43, pp.33-51.
Jankauskaite, D., 2016. A case study of user generated content on the collaboration of
McDonalds and Olympic games on Twitter. International Journal on Global Business
Management & Research, 5(1), p.31.
Pangrazio, L. and Selwyn, N., 2018. “It’s Not Like It’s Life or Death or Whatever”: Young People’s
Understandings of Social Media Data. Social Media+ Society, 4(3), p.2056305118787808.
Pfeffer, J., Zorbach, T. and Carley, K.M., 2014. Understanding online firestorms: Negative
word-of-mouth dynamics in social media networks. Journal of Marketing
Communications, 20(1-2), pp.117-128.
Zhu, L., Anagondahalli, D. and Zhang, A., 2017. Social media and culture in crisis
communication: McDonald’s and KFC crises management in China. Public Relations
Review, 43(3), pp.487-492.