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Digital and Social Media Marketing 3040MKT group assignment MESO part writing...

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Introduction The digital marketing strategy is one marketing approach that is now undergoing significant development (Bång & Roos, 2014). These strategies can gain a competitive advantage and reduce their competitors, and as digital technology grows, digital marketing strategies are becoming more important to the business (Kingsnorth, 2019). This report aims to look into Gara Yaka and the macro, meso, and micro-environment they function. The following study uses this research to identify the digital performance of key competitors and the significant external impact on the business. While acknowledging the digital challenges facing businesses, this report finally identifies the key people who will shape Gara Yaka’s marketing strategies and activities to help increase engagement and sales.

Meso-environment Analysis International cuisine restaurant around Australia Multiculturalism cuisine was regarded as a mark of acceptance of Australia's new culture (Anderson & Benbow, 2015). Also, cuisine festivals and trips to ethnic restaurants were considered excellent opportunities to learn about different cultures while promoting social unity (Anderson & Benbow, 2015). According to Euromonitor International (2021), the forecast for Asian full-service restaurants will steadily increase from 5,295 in 2021 to 5,727 in 2025. Increasing these international restaurants

impact Australia's

economy.

In-person,

restaurants'

businesses

contribute significantly to Australia's economy, earning billions of dollars annually and employing approximately 100,000 people (Assaf, Deery, & Jago, 2011). Digital restaurant service platform in Australia Currently, new regulations imposed by the government due to COVID-19 have disrupted supply chains, forcing many restaurants to shut down temporarily, which has led to changes in restaurant services (Dsouza & Sharma, 2021). There has been an increase in people who prefer to order food at home through a food delivery platform and the restaurant website (Yang, Liu & Chen, 2020). According to Brewer & Sebby (2021), due to the pandemic, over 41.7 per cent of customers said they

were likely to order food delivery online in March 2020. This online food ordering and delivery platform might be one way to re-energize restaurant sales and generate new profit streams (Brewer & Sebby, 2021).

Sri Lankan restaurants and competition Today, competition among many restaurants has become so intense that effective advertising is essential to imprint their food and services on consumers (Bowie et al., 2016). In the past, advertisements could only be seen through media such as newspapers and television (Stephen & Galak, 2012). On the other hand, advertisements are deeply embedded in people's daily lives through various social networking services in modern society (Ha, Park, & Lee, 2014). Also, the COVID-19 outbreak has prompted the restaurant operating system to pursue online platforms such as restaurant websites (Brewer & Sebby, 2021). Gara Yaka provides social media marketing advertisements or online food ordering platforms that can increase brand awareness and customer loyalty. Still, it is also necessary to think about ways to improve its potential customers. Table 2 below provides a detailed analysis of digital and physical product suppliers to help Gara Yaka identify key competitors in Sri Lankan restaurants in Queensland, Australia.

Anderson, L., & Benbow, H. M. (2015). Cultural indigestion in multicultural Australia: Fear of “Foreign” foods in Australian media. Gastronomica, 15(1), 34-43. https://doi.org/10.1525/gfc.2015.15.1.34 Assaf, A. G., Deery, M., & Jago, L. (2011). Evaluating the performance and scale characteristics of the Australian restaurant industry. Journal of Hospitality & Tourism Research, 35(4), 419-436. https://doiorg.libraryproxy.griffith.edu.au/10.1177/1096348010380598 Bång, A., & Roos, C. (2014). Digital marketing strategy within manufacturing Industries. A qualitative case study. 1-93. https://www.diva-

portal.org/smash/get/diva2:726192/FULLTEXT02 Bowie, D., Buttle, F., Brookes, M., & Mariussen, A. (Eds). (2016). Hospitality marketing. Routledge. https://doi.org/10.4324/9781315682549 Brewer, P., & Sebby, A. G. (2021). The effect of online restaurant menus on consumers’ purchase intentions during the COVID-19 pandemic (3rd ed.). International Journal of Hospitality Management, 94, 102777. https://doi.org/10.1016/j.ijhm.2020.102777 B&T magazine. (2020). Australia's Top Ethnic Cuisine Named (And it’s not Chinese or pizza). Retrieved from https://www.bandt.com.au/australias-top-ethniccuisine-named-not-chinese-pizza/ Dsouza, D., & Sharma, D. (2021). Online food delivery portals during COVID-19 times: An analysis of changing consumer behavior and expectations. International Journal of Innovation Science, 13(2), 218-232. https://doi.org/10.1108/IJIS-10-2020-0184 Ha, Y. W., Park, M. C., & Lee, E. (2014). A framework for mobile SNS advertising effectiveness: user perceptions and behaviour perspective. Behaviour & Information Technology, 33(12), 1333-1346. https://doi.org/10.1080/0144929X.2014.928906 Kingsnorth, S. (Ed.). (2019). Digital marketing strategy: an integrated approach to online marketing (2rd ed.). London ; New York : Kogan Page Ltd. Retrieved from https://library-books24x7com.libraryproxy.griffith.edu.au/toc.aspx?%CC %82B=&bookid=145378

Stephen, A. T., & Galak, J. (2012). The effects of traditional and social earned media on sales: A study of a microlending marketplace. Journal of marketing research, 49(5), 624-639. https://doi.org/10.1509/jmr.09.0401 Yang, Y., Liu, H., & Chen, X. (2020). COVID-19 and restaurant demand: Early effects of the pandemic and stay-at-home orders. International Journal of Contemporary Hospitality Management, 13(12), 3809-3834. https://doi.org/10.1108/IJCHM-06-2020-0504

Euromonitor International (2021). Full-Service Restaurants in Australia.

https://www.euromonitor.com/full-service-restaurants-in-australia/report...