DEVELOP AND IMPLEMENT MARKETING STRATEGIES

ASSESSMENT 2

A small company in the United States faced this differentiation challenge

in the 1960s. Tom Monaghan had bought his brother’s share of
Domino’s Pizza (for a used Volkswagen Beetle) and was sleeping on a
cot in the store.

At the time, Domino’s was just another pizza restaurant in Michigan.

Monaghan needed to increase revenue and he wanted to grow a
franchise. To make Domino’s stand out from the competition, Domino’s
came up with a promise:

Pizza delivered in 30 minutes or it’s free.

In 2009, Domino’s reported $1.4 billion in revenue.

Domino’s succeeded and grew rapidly in part because they made a
promise to their customers and kept the promise. In marketing, we
call this promise a Unique Selling Proposition (USP).

Main products and services of mcdonalds Australia

McDonalds believe that good customer service is the responsibility of

everybody in the company. Every employee has a part to play in
providing with a service with best practise found anywhere in the trade.

Products

McDonalds provide high quality products, such as burgers, fries, drinks,

muffins, etc, which are safe and reliable that it does what it is supposed
to do, but not only does the quality of the products matter, the good
value for money affects the business. E.g. buy one extra value meal and
get one free with a food voucher that represents the offer only. They
ensure that a high standard of the product is carried out at all times and
they try to compete very competitively with other fast food businesses
with their good value for money.

Reason of Increasing customers of mcdonalds compared to its

competitors

Also a customer would know if the product is good value for money by
checking in another food outlet like KFC for their services and products.

McDonalds also play a role especially into the goods being safe to use
and being very reliable with provided instructions. This will benefit the
customer's safety and hoping to be very reliable during the customer's
use because its helps the business to increase it sales by keeping the
existing customers and attracting new ones.

The products of McDonalds are safely packaged when it is required for

the product, in order the customer does not have any problems or and
negative feedbacks to McDonalds. E.g. hot coffee cups have plastic lids
on top so it does not spill or burn on the customer. Also, McDonalds
ensure to offer nutritional guide of the product clearly state what the
product contains.

Push and pull marketing strategy

Marketing builds awareness in a company's products and services. A

small business needs to allocate its limited resource dollars carefully
because it must compete against other small businesses as well as large
multinationals for customer attention. Push and pull marketing strategies
try to generate demand by advertising either directly or indirectly to end
users.
In push marketing, a company tries to push its products through the
distribution channel. It advertises to intermediaries, such as wholesalers
and retailers, who then try to generate demand from end users.
Sometimes, companies may push information and promotional material
directly to end users through email or fliers to generate demand. In pull
marketing, the company tries to draw in customers through different
kinds of advertising, such as TV ads, online banner ads and social
media. Some companies use both push and pull marketing to generate
demand.

Push Marketing Examples

Push marketing reaches potential customers directly. A company could
create an email database of potential customers and send them product
announcements and promotions directly. In an April 2011 CMO.com
article, writer Karen D. Schwartz describes how the University of
Pennsylvania Wharton School uses its biweekly online journal,
Knowledge@Wharton, to send its million-plus subscribers information on
faculty research and other issues, thus building awareness and
marketing books and other publications. In a May 2010 MIT
Entrepreneurship Review article, researcher Avidon Wolfson suggests
that a startup company succeeds when it pushes a solution to customers
who may not have thought of it beforehand. Mailbox fliers from a new
restaurant or a tax filing service in the neighborhood are other examples
of push marketing strategies.
Pull Marketing Examples
Publishers are increasingly turning to creative pull marketing strategies
to generate sales. Sending emails directly to in-boxes may not always
work because spam filters may delete unsolicited emails. A more
creative pull marketing strategy might be to advertise in social media
literary forums and build online communities around authors. Companies
use other pull marketing techniques to draw customers into stores. For
example, grocery stores often advertise leader items in the weekend
fliers to attract customers hoping that they would then buy some of the
higher-priced items. Online banner ads, and radio and TV ads are other
forms of pull marketing.

Using Push and Pull

A company may use both push and pull marketing to drive sales growth.
Schwartz mentions how Zurich North America, a major commercial
insurance company, uses push marketing to create awareness in a new
or existing product, and then targets banner ads to pull in customers
when they search online for more information on the product. A pizza
restaurant may use newspaper ads to pull in customers and fliers to
push information about its menus directly into customer mailboxes.

Code of practice for hospitality industry

There are a number of codes of practice that are relevant for people
working in the Hospitality industry. These include:

Labelling of Workplace Hazardous Substances: This Code applies to

substances, mixtures and articles used, handled or stored at the
workplace and which are defined as hazardous chemicals under the
WHS Regulations. This Code provides practical guidance to persons
conducting a business or undertaking involved in the manufacture,
import, supply or use of hazardous chemicals on how to correctly label
hazardous chemicals used in the workplace.

Work Health and Safety Consultation, Cooperation and Coordination:

This Code of Practice provides practical guidance for the PCBU on how
to effectively consult with workers who carry out work for the business or
undertaking and who are (or are likely to be) directly affected by a health
and safety matter. It includes information on mechanisms to facilitate
worker participation and representation.

Risk Management: General risk and workplace management applies to

every business or undertaking. A person conducting a business or
undertaking (PCBU) has the primary duty to ensure, so far as is
reasonably practicable, that workers and other persons at a workplace
are not exposed to health and safety risks. In addition to general risk and
workplace management, there are specific risk control measures
required for certain industries and activities including hazardous
chemicals, plant, and construction.

Manual Handling: This Code explains how to identify hazardous manual

tasks, assess the risks of musculoskeletal disorders and eliminate or
minimise those risks. It applies to all types of work and all workplaces
where manual tasks are carried out.

Control of Workplace Hazardous Substances: This code of practice

provides guidance on hazard identification, risk assessment and control
as required by the Occupational Health and Safety Regulation 2001, in
relation to those substances classified as hazardous to health.

How mcdonalds uses social media for marketing

McDonald’s is one of the most recognisable brands in the world, yet also
has to battle a fair amount of negative publicity, so one would assume
that its social accounts would be extremely active.

This blog follows on from similar posts looking at the social strategies of
ASOS, Walmart, Starbucks and Red Bull, among others.

And without further ado, here is a quick look at how McDonald’s uses
Facebook, Twitter, Pinterest and Google+...
Facebook
For a company that has had its fair share of bad press over the years,
McDonald’s remains one of the biggest brands in the world and this is
reflected in its social media communities.

The McDonald’s US page has more than 27m fans, and its local market
pages have all attracted several hundred thousand ‘likes’.

But despite its obvious success in attracting fans, McDonald’s actually

does relatively little in regards to posting content on its wall.

Accepted wisdom suggests that you need to post frequent updates in

order to maintain people’s attention on Facebook, and retailers such as
ASOS and Walmart are great exponents of this theory.

However both McDonald’s and Starbucks have taken a far more hands
off approach, yet are two of the most ‘liked’ brands on the social
network.
McDonald’s generally posts fewer than five updates a month yet each
one attracts several thousands ‘likes’ and comments, which is more than
the brands that posts several times per day. 

Several commenters on my Starbucks blog post suggested the

engagement levels that these massive global brands enjoy on social
media is just a natural by-product of their corporate success, and that
theory certainly appears to hold water. 

McDonald’s makes no apparent effort to respond to the thousands of

user comments it receives, and most of its posts are merely product
promotions.

Interestingly, the local market pages are far more active and post several
updates per week.

The UK page has almost 500,000 fans and posts a steady stream of
eye-catching content, though nearly all of it is product focused.

While many businesses use social to give a more rounded image of the
brand by posting lifestyle content, McDonald’s just promotes its product
range and upcoming changes to the menu.
Even so, it maintains an impressive level of engagement, with each post
attracting several thousand ‘likes’ and comments.

Furthermore, McDonald’s UK hasn’t made any effort to reward its

Facebook fans in any way. Many brands run Facebook competitions,
with Ikea’s warehouse sleepover being a notable example.

But McDonald’s clearly doesn’t see any value in that, and sticks to its
sales messages instead.

Twitter
Unlike its Facebook page, McDonald’s USA invests a lot of time and
effort in maintaining an active Twitter feed.

It posts several updates each day to entertain its 995,000 followers,

however it tends to avoid tweeting anything too quirky or off-message
and instead remains resolutely focused on promoting it products.

This could be because this Twitter feed was the subject of a fairly major
social fail in 2012. McDonald’s used the hashtag #McDStories to
promote video content of their suppliers talking about McDonald’s
ingredients.

Unfortunately for Ronald the campaign was hijacked by consumers

complaining about the company’s service and the quality of the food.

That said, the social team do respond to a handful of users each day but
only ever ones that have posted positive comments.

The fast food chain also has an official corporate account, which has far
fewer followers but responds to a far greater number of @mentions.
This Twitter feeds injects more personality into its tweets, and like the
US account it links to short biographies of each member of the social
team.

Through this account the brand engages in conversations with other

users and brands alike, and also occasionally responds to complaints.

On top of this, McDonald’s also has a dedicated customer service feed

that responds to customer complaints.

However it currently only responds to about 20 customers per day, and

based on the number of McDonald’s restaurants in the US I would have
thought that this means a large amount of complaints are going
unanswered on Twitter.

As with its Facebook strategy, McDonald’s also has Twitter local Twitter
feeds for various global markets and US states.

Identifying and analyzing trends and developments that are effecting

hospitality industry

Rising trends that are expected to impact the hospitality market for the
next several years.

1. Leveraging technology to improve guest experiences: From

keyless check-in and robot concierges to mobile apps and
messenger-based booking, top hotel chains are continuously
experimenting with new technology to enhance traveler
experiences, from booking to check-out. These days, hotels’
 mobile apps have an impressive list of features. Check-in by
phone, which has long been an option at major hotel chains such
as Starwood and Hilton, is highly valued by planners for
streamlining attendees’ arrival experiences and reducing wait
times.
2. Greater adoption of green practices: Sustainability has become
increasingly important to the travel and hospitality industries, as
well as their customers. With innovative practices such as
installing solar-powered pool heaters and offering locally sourced
toiletries, hotels and resorts are finding more creative and cost-
effective ways to make their facilities, events and other services as
green as possible. With climate change continuing to make
headlines, green isn’t going away anytime soon.
3. Personalized services for travelers: Personalization has
become one of the biggest trends of 2016. Hotels and CVBs are
using data to personalize their services to better suit guests. Aloft
Hotels has introduced voice-activated hotel rooms that enable
guests to customize temperature and lighting, as well as explore
local attractions. Another great example is Visit Orlando’s new
app, which uses artificial intelligence and augmented reality to
provide personalized dining and entertainment experiences for
visitors.
4. Growth in last-minute bookings: According to Technavio, about
44 percent of U.S. business travelers in 2015 made last-minute
trips. Over the next few years, this number is expected to grow due
to the rise of globalization in a volatile economic climate. New
booking services, search tools and applications that focus on last-
minute bookings also make it easier for businesses to control
travel and accommodation costs on last-minute business trips.
5. Increased focus on health and wellness offerings: Health and
wellness is not a new trend in hospitality, but it’s certainly been
gaining momentum over the last few years. Business and leisure
travelers of all ages are increasingly concerned with staying
healthy and fit on the road. Generally, constantly connected,
always-online millennials crave out-of-the-box wellness options,
while baby boomers call for more relaxing, rejuvenating amenities.
From healthy and locally sourced dining options to world-renowned
spa facilities, hotels and resorts are expected to continue to boost
their wellness offerings.