ANALISIS STRATEGI PEMASARAN McDONALDS CABANG SIMATUPANG JAKARTA SELATAN (Studi Kasus Implementasi Digital Marketing)

ABSTRACT
DAHLAN. Marketing Strategy Analysis of McDonalds Simatupang Branch, South Jakarta (Case Study of Digital Marketing Implementation) (supervised by Syamsu Alam and Jusni).
This study aims to (i) explain the condition of the company in adjusting its marketing strategy to changes in the business ecosystem; and (ii) analyze the effectiveness of the implementation of digital marketing at McDonalds Simatupang Branch, South Jakarta.
This research is exploratory research by identifying marketing performance strategies. The research location is at McDonalds Simatupang Branch, South Jakarta. The population in this study were store managers, first managers, junior managers in marketing, second managers, and junior managers in finance. The selection of key respondents was carried out purposively by considering the strategy understanding factor. Data collection techniques were carried out by interviews, and documentation. The data analysis technique in this study uses internal and external environmental analysis, and TOWS analysis, as well as QSPM.
The results showed that the interaction between IFAS and EFAS resulted in the choice of a SO (Strengths-Opportunities) strategy, namely improving internal weaknesses by empowering existing external opportunities. The competitive strategy position is in the first quadrant which means in the growth position, where this shows strong internal conditions and external conditions that support the implementation of marketing digitalization. The results of the QSPM analysis show that the strategy based on the three pillars of MCD, namely Marketing, Core Menu, and 3D (digital, delivery, and drive-THRU) has a higher score.
Keywords: marketing strategy, business ecosystem, SWOT, QSPM