E-Marketing Concepts Essay

Length: 8 pages Sources: 8 Subject: Business Type: Essay Paper: #85332046 Related Topics: Search Engines, Dessert, Environmental Scan, Mcdonalds
Excerpt from Essay :

MC Donald's E-marketing Strategies

McDonald's Success in e-Marketing Strategies

McDonald's is a corporation of the world's largest or longest chain of hamburger fast-food restaurants. The company serves up to approximately seventy million customers each day. The corporation owns over 34,000 restaurants in about 119 nations across the globe. The company traces its foundation back in 1940 within the United States by two brothers-Richard and Maurice McDonald. It began as a barbecue restaurant, and in 1948, Richard and Maurice McDonald recognized their business as a hamburger through the production line principles (Mark, 2009, pp. 37). Later in 1955, a businessman-Ray Kroc joined the business and begun franchising restaurants, as well as improving the company's return on capital. Subsequently, he purchased the food chain from McDonald brothers, thereby, overseeing its worldwide progression. Currently, the McDonald's is run either through an affiliate, a franchisee or by the corporation itself. The corporation accrues it revenues through royalties, rents, and/or fees from the franchisees, alongside sales generated from the company's operated restaurants (Mark, 2009, pp. 44). For instance, in the year 2012, the company accrued grand annual revenues of $27.4 billion, and a profit of about $5.5 billion. Primarily, McDonald's sells cheeseburgers, hamburgers, French fries, chicken, milkshakes, breakfast items, desserts and soft drinks. In response to the world's changing competition and consumer tastes, the corporation undertakes various marketing strategies, including both online (e-marketing) and offline marketing. Moreover, in order to cover a wide market and a wide range of customers' tastes, McDonalds extended its menu to comprise fish, salads, smoothies, wraps, and more fruits (Mark, 2009, pp. 39). This paper will capitalize on the company's e-marketing strategies, and take a narrow dimension and scrutiny on its marketing successes.

McDonalds brand promise begins even before their customers enter their restaurants, through advertisements and marketing, which are worthy, truthful and tasteful as one of the globally well-known brands for retail. McDonalds' golden arches code (policies and standards) contains useful information on the chain's commitment to their mode of communication. This is through marketing and advertisements, as well as trademark standards and legal policies. According to Mark (2009, pp. 43), the corporation earns its revenues as a franchiser of restaurants, an operator of restaurants, as well as an investor in properties. Approximately 16% of McDonald's restaurants are under the direct ownership and operation by the McDonalds Corporation. The remaining 84% are run by other operators through an assortment of joint ventures and franchise agreements. The business model of McDonald's Corporation slightly differs from a number of related fast food chains across the globe (Schmitt, 2013, pp. 11). Besides the ordinary franchise and marketing fees (calculated as a percentage of sales), the McDonald's Corporation may similarly collect rent, which is also calculated on the basis of the company's total sales. As a condition for several franchise agreements, varying from location, country, contract, and age, the Corporation may lease or own the business properties upon which McDonalds' franchises are located. In most case, if not all, the franchisees do not own the restaurants' location.

McDonald's business model is portrayed by a "three-legged stool" comprising the company's employees, suppliers, and operators/owners as its principle foundation (Schmitt, 2013, pp. 18). The corporation balances its interests among these three groups, essentially for its success. Currently, the company encompasses over 1.85 million employees, and approximately 5000 franchisees. The company's strength and alignment, with regards to its employees, suppliers, and franchisees has been the only key to its success. This is because its business model enables it to be consistent in locally delivering the relevant restaurant experiences for customers. This action makes it emerge as an integral part of the enclosed communities through its services (Schmitt, 2013, pp. 15). Furthermore, it facilitates its capability in identifying, implementing, and scaling the innovative ideas, which can meet the changing preferences and needs of the customers.

The Ireland and United Kingdom business models differ from that found in the United States. Fewer than 30% of the restaurants are under franchise, majority being under the company's ownership (Schmitt, 2013, pp. 20). Commendably, McDonalds offers training to its franchisees, as well as other interested parties at Hamburger University in Oak Brook- Illinois. In the remaining 116 countries, the operations of McDonald's restaurants are undertaken via joint ventures of the corporation, local entities, as well as governments. Regarding the corporation's policies, McDonald's do not undertake direct sales food and/or materials to the franchisees. Instead, it organizes the supply of food and related materials to...


Media and statistical reports reveal that McDonald's company is the largest private operator of playgrounds within the United States. Moreover, the company is the single largest purchaser of pork, potatoes, apples, and beef. In the selection of meat varieties, McDonald's restaurants take into consideration, the cultures found within the hosting nation.

Regarding its environmental records, McDonald's restaurants in Europe have been recycling vegetable grease through converting it into fuel for its operations, such as using the fuel for the business diesel trucks (Environmental Defense Fund and McDonald's Corporation, 1991, pp. 170). In addition, McDonald's has been exhausting a corn-based bio-plastic for production of containers useful in packaging of other products. The Environmental Protection Agency of the United States recently recognized the continuous effort by McDonald's to reduce solid and non-biodegradable wastes. MC Donalds has promoted the use of re-usable material contents through designing of efficient packaging methods (Environmental Defense Fund and McDonald's Corporation, 1991, 167). In its annual environmental report of 2012, McDonald's affirmed its commitment to environmental leadership via effective management of electric energy, conserving the scarce natural resources. This was possible through reusing and/or recycling of materials, as well as addressing the general issues of water management within the restaurants' environments.

Marketing methods have been changing and improving, thereby, becoming more efficient at telling definite stories of a specific business, and easily accessing its marketing message or information than the old-fashioned forms of marketing. Therefore, the most advanced product of the interactions between the old-age marketing principles and the contemporary communication technologies utilized by humans is the e-marketing. In simple terms, e-marketing or electronic-marketing refers to the application of techniques and principles of marketing through the electronic media, to be precise- through the internet (Chaffy, 2013, pp. 22). The terms internet marketing, online marketing (Larry, 2013, pp. 26), and e-marketing are frequently and interchangeably used within the modern marketing strategies. More often, these words are commonly considered being synonymous.

Elaborately, e-marketing is the process of marketing a given company's brands or products using the internet (Chaffy, 2013, pp. 31), including both direct and indirect elements of marketing through an assortment of modern/digital technologies in order to help businesses connect to their customers within the competitive markets. By this definition, e-marketing thereby encloses all the activities a business, company, or an organization conducts via the worldwide web, with a primary aim of attracting new and innovative businesses, retaining the existing business positions and/or strategies as well as developing the business' brand identity within the competitive market. The digital technologies serve as valuable additions to the traditional marketing strategies regardless of the type and size of business. With a conventional marketing, e-marketing creates a strategy that aids businesses in the delivery of veracious messages, products and services to the intended audience. According to Chaffy (2013, pp. 29), e-marketing joins technical and creative facets of the internet including the use of the website in accordance with online promotional methods such as the use of search-engine marketing, interactive online ads, social media marketing, e-mail marketing, online directories, viral marketing, as well as affiliate marketing.

McDonald's, through its location-based mobile campaigns (Frankie, 2012, pp. 34), won several awards for advertising its extended restaurant hours by promotion of the new late night opening hours. About a third of McDonald's outlets extended their hours of operation hence there was a need to raise an awareness and drive footfall. Being that the majority of McDonald's late night customers were travellers and shift workers, it targeted them pictorial ads both at the petrol stations and cash points, encouraging them to download a new online Restaurant Finder application (Larry, 2013, pp. 25). In addition, McDonalds also purchased a number of mobile banner ads in order to promote the new app on websites that were well-known to be frequented by customers at night (Frankie, 2012, pp. 38). Consequently, there were over 0.6 million visits on their sites, and an ROI of above 100% hence success. With an increasing number of the public concern about the traceability and quality of their food, McDonald's restaurants in Canada attained much interest in ensuring the customers' confirmation. In order to address this issue of concern, they created an alternative site for answering questions by the public on their food. Successfully, over 25,000 questions were asked and each one answered by the company's concerned persons. Moreover, they set up a YouTube channel that could aim them show case-video responses to particular questions, as well as demonstrating various restaurant operations.

Another app that…

Sources Used in Documents:


Chaffy, D. (2013). Definitions of e-marketing, internet marketing vs. digital marketing:

What is the difference and does it matter? Journal of Online Marketing Mix, 7(2),


Environmental Defense Fund and McDonald's Corporation. (1991). Waste reduction task

Cite this Document:

"E-Marketing Concepts" (2014, March 07) Retrieved May 23, 2022, from

"E-Marketing Concepts" 07 March 2014. Web.23 May. 2022. <

"E-Marketing Concepts", 07 March 2014, Accessed.23 May. 2022,

Related Documents
E-Marketing Has Become an Essential Part of
Words: 2053 Length: 8 Pages Topic: Business Paper #: 8258127

E-marketing has become an essential part of the marketing strategies for corporations around the globe. Organizations must find innovative ways to market their products through the technologies of the 21st century. The purpose of this paper is to discuss the integration of e-marketing strategies into the overall marketing plan of Dresser-Rand which sells parts and energy solutions for the compressor industry. Our discussion will focus on understanding e-marketing. We will

E-Marketing in Terms of Visual Communication Given
Words: 6172 Length: 20 Pages Topic: Business Paper #: 73144183

E-Marketing in Terms of Visual Communication Given the increased use of the Internet in past few years, e-marketing has had an indisputable progress within the past decade. Generally, daily activities and the variety of internet have created interest of consumers as many websites are creating virtual designs in order to strengthen their relations with customers. These developments have not only contributed to the creation of visual communications but have also

E-Marketing As a Threat to Privacy: Information Privacy
Words: 1437 Length: 4 Pages Topic: Education - Computers Paper #: 83884727

Privacy: E-Marketing as a Threat to Privacy Privacy is one of the most complex issues facing e-commerce today. Due to advances in information technology, it is becoming harder for individuals to maintain control over their personal information. More specifically, the advent of the information age has brought with it numerous concerns particularly because the accessibility of the internet allows for easy collection, processing, storage and utilization of personal information by

How Apple Manages E-Marketing - An Analytical Assessment
Words: 16933 Length: 50 Pages Topic: Business - Advertising Paper #: 47510835

E-Marketing Strategies at Apple Orchestrating rapid new product development cycles that in many cases deliver products and services that create new markets, while at the same ensuring the continual strengthening and fidelity of a global brand is a daunting strategic challenge. Incorporating the most effective approaches to Integrated Marketing Communications (IMC) strategies today across a spectrum of established and emerging e-marketing channels must be managed with goals in mind first,

Sales Management and E-Marketing How
Words: 1757 Length: 4 Pages Topic: Business - Advertising Paper #: 38245400

The subjective aspects of performance are preferable in how well a sales representative is doing in serving and understanding their customers, how well the sales rep working internally with team members and critical pre-sales support staff, and how the communication skills of the sales representative are making the entire selling cycle in major accounts more effective or not. Subjective attributes are then critical for measuring how well a sales representative is working in conjunction with and

Sales Management and E-Marketing "B2B
Words: 1175 Length: 3 Pages Topic: Business - Advertising Paper #: 25285913

The B2B sales professional needs to understand gaps in the competitive offerings of competitors to be able to successfully position their own products with customers as well. Often B2B selling professionals also spend an inordinate amount of time building contacts within their own organizations as well, to build a network of experts they can rely on to solve their customers' problems. The ability to create an informal team that can assist in the developing of quick,