Discuss about the E Business Systems for Business Promotion.
With the advent of technology, the word of mouth strategy of business promotion has been replaced by the aggressive policy of social media promotion. Nowadays, most of the business organizations set up their own website page, whereby they not only communicate with the customers, but keep them updated about the recent happening of the organization. Providing a variety of information, engaging the customers in an impressive way, through the smart presentation of the facts via an eye soothing website is all a company needs to prosper. Although most of the organizations have opened up a website of the own, very few of them are able to grab the attention of the visitors. Hence, the present task intends to consider the important restaurant organizations operating in the restaurant industry- KFC, McDonald’s, Burger King and Aldeerah, and critically analyze the effectiveness of their websites in terms of the 7C Model.
The 7C model of website analysis consists of context, connection, content, community, customization, commerce and communication. The different aspects of the model are used to analyze the websites of the companies in the fast food restaurant sector among the world. It can be seen that an ideal website will contain all these aspects in a right proportion so that the user can experience satisfaction in using this website (Akincilar &Dagdeviren, 2014). The context of the websites of four companies should portray the screen to face customer interface which can be categorized as functionality and aesthetics. The color scheme, aesthetics, section breakdown, functionality of the websites must be up to the mark. The content features about the appeal mix, multimedia mix, timeliness mix, product dominant, category killer, information, specialty store, service dominant, etc. The community can be defined as the cohesion, relationship, effectiveness, self-regulation, language, interaction tools, community classifications, etc. In terms of customization, it can be classified as tailoring, personalization, generic, etc (Gehrels, Wienen & Mendes, 2016). The aspect of commerce includes the functional features of e-commerce. The types of connection used are outside links, popup windows, outsourced content, etc. The aspect of communication includes interactive, broadcast, hybrid, etc.
The fast food restaurant is one of the growing industries in the world along with number of changes the companies are adopting in order to cope up with the change in food trends by the consumers of the world. The consumers have a different pattern of trend in different parts of the world. However, KFC, McDonald’s and Burger King are considered as the most popular restaurants that have their presence across different parts of the world. Apart from that, it can be said that the restaurant chosen in the Middle East is Aldeerah that is based on Saudi Arabia (Burger King, 2017). The restaurant is known for providing Saudi Arabian cuisine to the customers. The uniqueness of the restaurant is to provide hospitality service to attract people from crafts and arts with its traditional approach to the customers. These websites are chosen because in the fast food industry these three companies are the most popular companies in the world in terms of market reputation, profitability, products and service, website content, online and offline services. On the other hand, the restaurant selected in the Middle East is Aldeerah, is popularly known for serving Saudi Arabian cuisine to the customers of Saudi Arabia (Aldeerah, 2017).
The content of the websites of KFC, Burger King, Mc Donald’s and Aldeerah are compared to one another. It can be said that the website content of Aldeerah is not upgraded. The easiness of the availability of the content is more or less same in terms of the description of the products and services available in the company (KFC, 2017). Aldeerah has the website that defines the Saudi Arabian cuisine mainly. The different types of other facilities that the company is providing to the customers are not properly defined in it. By comparing the website content of these three fast food restaurants, it can be said that Aldeerah will not attract customers more like that of these three companies do across the world (Fernández-Cavia et al., 2014).
The navigation of pages of McDonald’s and Burger King are more flexible than Aldeerah. As it is already mentioned earlier that the website contents are not properly arranged like that of the other contents of the different companies, hence the user will not find the aspect of navigation properly in Aldeerah whereas they will experience smoothly while viewing websites of McDonald’s, Burger King and KFC (Maher et al., 2014).
It can be seen that the websites that use more graphics and animation more in order to educate the viewers are found to be more popular like that of the websites that are informative in terms of content but lacks in graphics and animations. As these companies belong to the fast food categories, hence graphics and animations of the food items are necessary. People who do not have the idea of the foods that the companies are selling will have the idea of the foods that will help them to go to the restaurant or order online from the website itself. Aldeerah do not have much graphics and animation of the foods (Sturiale & Trovato, 2015).
The linking capability of Aldeerah is not so much improved when it is compared to the web pages of the other three restaurants of Mc Donald’s, KFC and Burger King. The web pages of the three American fast food giants provide information that are linked with the pages of other aspects such as the pages of the menus and the special offers are linked with one another so that they can give a detailed information about the details of the every food menu (McDonald’s, 2017). On the other hand, there are no web pages that are linked with each other and any types of special discounts and offers to the foods and beverages they provide to the Saudi Arabian consumers (Stern & Zinkhan, 2015). Moreover, it can be said that the information in the web pages of Aldeerah are incomplete and will not attract consumers easily for increasing the sales of the company.
Privacy policy in terms of online ordering is an important aspect that the companies must provide in their websites for customer security and other security compliances. It can be said that the websites of Burger King, KFC, McDonald’s, etc have separate web page for privacy policies that will help in customer security during ordering online. There is a separate page for FAQs that educate the customers regarding the security purpose of the online transaction of the customers while ordering foods from the websites (Wirtz et al., 2016). Aldeerah do not have this facility for its customers in Saudi Arabia. It has a page of contact us that provide the contact number and contact address of the restaurant.
It can be said that Aldeerah need much improvement in their website in order to improve the experience of the user who are viewing the website of the company as it is related to market reputation as well as increased profitability of the company. Following are the recommendations suggested to the company for its development of the user experience of the web viewers.
Conclusion
To conclude, it would be important to state that the layout, style , color or the content of a website largely determine the extent to which a website would be able to grab the attention of its clients. After analyzing the websites through the 7C model, it has been observed that Burger King has the best website among the four organizations. The layout is bright and clear, with a prominent picture of a dainty burger, boasting of its taste and quality alike. It is in itself a rich source of information offering the consumers knowledge about the recently launched offers, discounts and new food products available. The site also enables its customers gain access to the link from where the consumers can download the app of the website and thus it helps the consumers in a considerable way. On the other hand, the website of Aldeerah is not that impressive. Being a typical Saudi Arabian restaurant chain, the style and layout is being created in a rather magical, exotic and enchanted way that speaks of its orientalism. However, it has very limited options, and the visitor cannot easily navigate among the pages. The website is not regularly being maintained, and except the menu and the contact number, the consumers will not get any valuable information. The absence of background information or well-maintained photo gallery, and lack of appealing quality of a rather slow website, makes it the least impressive one.
Reference List:
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Aldeerah. (2017). Saudi Restaurant – Middle Eastern – Food ????. Aldeerah.us. Retrieved 23 April 2017, from https://aldeerah.us/#/about-us/
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