Digital Brand Story

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