Analysis of Marketing Strategy Mcdonalds Simatupang Branch, South Jakarta (Case Study of Digital Marketing Implementation)

Abstract

This study aims to analyze the effectiveness of the implementation of digital marketing at McDonalds Simatupang Branch, South Jakarta. This research is designed to direct managerial strategic decisions in the implementation of digital marketing based on scientific analysis and argumentation. The research location is at McDonalds Simatupang Branch, South Jakarta based on the research phenomenon. The population in this study were store managers, first managers, junior managers in marketing, second managers, and junior managers in finance. The data analysis carried out in this study was based on the stages of formulating the company's strategy, based on secondary data from internal and external companies using internal and external environmental analysis, and TOWS analysis, as well as QSPM. The results showed that the analysis of the internal environment in the form of strengths: providing gifts; the average order has increased; maximize the loyalty application program; and added a team of experts. The results of the analysis of the external environment: the need for changes in the business ecosystem; employee professionalism development; the need for better crisis preparedness; and application of sanitation. The TOWS analysis resulted in a strengths-opportunities strategy that included: implementing a growth strategy that builds on the historical strengths of the McDonald's company; based on the three pillars of MCD, namely Marketing/marketing, Core Menu/core menu, and 3D (digital, delivery, and drive-THRU); seize opportunities to meet rapidly evolving consumer preferences; and is committed to serving safe and quality food to customers every day The QSPM results show that based on the three pillars of MCD, namely Marketing/marketing, Core Menu/core menu, and 3D (digital, delivery, and drive-THRU) as a priority marketing strategy for the successful implementation of digital marketing.