Digital Brand Story

This presentation discusses the challenges and opportunities of internationalization and globalisation for The Dorchester, London. It explores the target market and marketing mix for the hotel, and suggests the best mode of entry for the hotel in Barcelona.

Digital Brand Story

 INTRODUCTION
 Key challenges and opportunities
 Overcoming Challenges and Utilizing Opportunities
 Target Market
 Marketing Mix for The Dorchester, London
 CONCLUSION
 REFERENCES
Table of Contents

 Internationalization of the brand can be defined as developing the brand in
such manner that it can serve in international markets and is suitable for
international market. Globalisation refers to operation of business activities and
function out of boundaries of home country of the company. This study will discuss
about internationalization and globalisation of The Dorchester, London. This is a
five star hotel located in London, the hotel was opened in 1931 and the luxury hotel
is owned by Brunei Investment Agency. The hotel still retains its furnishing and
ambiance as 1930 even after being modernised. This was also considered as safest
building of London because of its strength during second world war.
INTRODUCTION

Barcelona is a city in Spain and audit of Spain outlined
some of the opportunities and challenges that The
Dorchester, London can experience. This is important
to identify in order to take proper measures to utilize
opportunities and overcome challenges. Summary of
these challenges and opportunities is as follows-
Key challenges and opportunities

Increasing international Visitors
Increasing international visitors are one of the important opportunity for hotel because visitors
are more likely to use services of the hotel.
Domination by European Brands
This is another opportunity for The Dorchester, London as European brands are dominating
the hospitality industry in Barcelona and this is why The Dorchester can succeed in its
operations at Barcelona.
Special Emphasis of tourism
This is an attractive opportunity for The Dorchester because Barcelona is not just attraction
for tourist and visitors but country also place special emphasis on the tourism industry.
Opportunities

Brexit
Because of Brexit relations of UK has affected with other European
countries and Spain being an EU member has also affected from Brexit.
Lack of Skilled Labour
Skilled labour is important to carry out functions of business effectively
and efficiently and this is why, this is also a challenge for The
Dorchester that there is lack of skilled labour in Barcelona.
Challenges

For success of business it is important that both the
factors are given equal attention and importance. This
is because if company focuses more on challenges it
will lose available opportunities and if it focuses more
on opportunities in such case challenges might have
negative impact on the success of the functions.
Overcoming Challenges and Utilizing Opportunities

Mode of entry refers to way through which The Dorchester, London can start its operations in
Barcelona. The Dorchester, London is operating in hospitality industry and this is some of the options
which are available for it are;
Joint venture
This is a mode of entry in which two or more organisations together can start their new venture which
is known as joint venture. For The Dorchester, London and another hospitality industry from Barcelona
can start new venture together. Such organisations often has name of both the companies.
Franchising
This means giving license to operate and use name and resources of The Dorchester, London by a party
in Barcelona. This is also common mode of entry which is used by hospitality industry. The Dorchester,
London can also use this mode of entry in Barcelona by looking for a suitable franchisee in Barcelona.
Mode of Entry in Barcelona

Merger and Acquisition
Merger means mode of entry in which two companies starting operating as
one company and acquisition refers to buying ownership of the
organisation in another country for international expansion.
Wholly owned subsidiary
This is another mode of entry through which The Dorchester, London can
enter into Barcelona for its hospitality business. This will require The
Dorchester, London to set up a completely owned subsidiary in Barcelona.
Cont..

Among all available option for The Dorchester, London to enter in Barcelona best option for entry
considering its challenges and opportunities is Joint Venture. Rationale for this are;
 Well developed and equipped hospitality industry’s assistance will help The Dorchester, London to
succeed in Barcelona. Hospitality industry has some of the favourable situations and joint venture
will allow getting these favours.
 Joint venture at Barcelona with local brand will also require less efforts in order to establish in local
market and grow there.
 This will also help in avoiding any negative impact that The Dorchester, London because of Brexit.
This is because one of the companies in joint venture is local.
 This will also ease availability of resources in Barcelona because local company’s knowledge can be
utilized for best procurement of resources at Barcelona.
Cont..

Target marker refers to that customer group of a market which is addressed
by the company to provide its services. In simple words, target market is
the market and group of customers for which organisation develops its
products and services and marketing efforts of the company are also made
in direction that company can attract customers from that target market.
This is one of the important task before company starts its operations as
The Dorchester, London it also has to target a market at Barcelona in order
to attract them so that can buy services of The Dorchester, London.
Target Market

This is first step of targeting customers and market. This
stage involves segmentation of customers on the basis of
their varied characteristics. The segmentation usually is
done on the basis of demographic and psychographic
characteristics. Demographic characteristics involve
segmentation of customers on the basis of age, gender,
education, ethnicity, income and profession.
Segmentation

Once market is segmented this is followed by targeting the marketing. Targeting refers to
selection of customer segments which company will target. Targeting is done on the basis
of size, difference, anticipated profit, accessible and focus on different benefits.
The Dorchester, London can select tourist as its target market this is because Barcelona has
an developed tourist industry and an attraction for visitors. In this situation company can
target visitors, visitors with high income because The Dorchester, London is a five star
hotel and its services are comparatively costly.
This is also suitable for The Dorchester, London to target tourist and visitors because in
context of Barcelona market size of tourist is big and this is also a favourable characteristic
for The Dorchester, London to target tourist and visitors.
Targeting

Positioning refers to positioning of the product in market along with its
competitors. This means The Dorchester, London will have to identify
and than position itself in market on the basis of quality and price of its
services.
Clearly, on the basis of its unique characteristics and cultural preference
The Dorchester, London and quality services The Dorchester, London
can position itself as leader in market. This will also depend on the mode
of entry selected by the The Dorchester, London.
Positioning

Marketing Mix includes strategy which affects buying
decision of the customers and elements concerned with
the product and its selling.
Marketing Mix for The Dorchester, London

Product of The Dorchester, London is its service in form of
hospitality. This product of the company involves
accommodation and food and beverage services. Product of
The Dorchester, London is its services and important element
of its products are how does hotel look and present itself in
front of guest. Existing product and hotel of the company have
design and interior of 1930 and also involve modernisation.
Product

Price is another important factor and The Dorchester,
London is a five star hotel and this will require that its
price is placed at premium. This is because its services
are of high quality. This is also important because in
Barcelona this will be an international company and its
premium price will communicate its high quality
services and value offered by The Dorchester, London.
Price

Services of The Dorchester, London will be available at its physical
facility because its services are of hospitality and this is why cannot be
offered somewhere else. However, services such as booking, reservation
and checking price and availability will be provide through website of
the company. Reason behind this is increasing trend of online mediums
and feasibility to the customer. Along with website of the company
services like booking and reservation will also be availed through third
party such as travel agents and online platforms for travel and tourism.
Place

Promotion is another important element of marketing and this includes
communicating to target market about services of the company and what
value company provides to them. Promotion of The Dorchester, London
will be done through online mediums and platforms and as well as print
advertisement. Regarding its promotion major focus of the company will be
put on social and digital marketing because target market is visitors and
tourist and this is why they can be effectively communicated through digital
media. This is because of capacity of digital and online platforms to reach
to global platform and audience.
Promotion

On the basis of above discussion it can be concluded that The
Dorchester, London has some very attracting and appealing
opportunities to expand its operations in Barcelona and some
challenges are also there. Company can deal with these
challenges and utilize opportunities by selecting Joint venture as
a mode of entry and can select visitors and tourist to utilize one
of the best opportunity in Barcelona for the company.
CONCLUSION

 Acosta, Y.A.C and et.al., 2017. Analysing the role of framework conditions influencing international entrepreneurial
opportunity identification process. Entrepreneurial Business and Economics Review. 5(3). pp.9-29.
 Bašić, M., Vlajčić, D. and Kiessling, T.S., 2016, January. How does the change in foreign market knowledge influence
international mode of entry and international performance: A study of Croatian SMEs. In 4th International OFEL Conference
on Governance, Management and Entrepreneurship: New Governance for Value Creation.
 Datta, H., Ailawadi, K.L. and Van Heerde, H.J., 2017. How well does consumer-based brand equity align with sales-based
brand equity and marketing-mix response?. Journal of Marketing. 81(3). pp.1-20.
 Geraghty, G. and Conway, A.T., 2016. The Study of Traditional and Non-traditional Marketing Communications: Target
Marketing in the Events Sector.
 Glavas, C., Mathews, S. and Bianchi, C., 2017. International opportunity recognition as a critical component for leveraging
Internet capabilities and international market performance. Journal of International Entrepreneurship. 15(1). pp.1-35.
 Ismail, M., Zainol and et.al., 2018. Application of Entrepreneurial Marketing to the Marketing Mix: Why it Matters to SMEs
in Malaysia?. International Journal of Academic Research in Business and Social Sciences. 8(12).
 Lazaris, M. and Freeman, S., 2018. An examination of global mindset and international market opportunities among
SMEs. International Studies of Management & Organization. 48(2). pp.181-203.
 Panwar, A. and Malhotra, A.K., 2018. A study on entry methods in international market for service sector based Indian public
sector undertakings. SMART Journal of Business Management Studies. 14(1). pp.69-81.
 Shareef, M.A., Dwivedi, Y.K. and Kumar, V., 2016. Target Marketing and Development of the Communication Channel.
In Mobile Marketing Channel (pp. 103-119). Springer, Cham.
 Wu, Y.L. and Li, E.Y., 2018. Marketing mix, customer value, and customer loyalty in social commerce. Internet Research.
REFERENCES

THANK
YOU