Social Media Impact on Movenpick Hotel

This assignment explores the influence of social media marketing on the performance of Movenpick Hotel Doha, Qatar. It presents a questionnaire designed to gather insights from hotel employees regarding their understanding of social media marketing, its effectiveness in driving sales and attracting new customers, and the potential impact on overall business growth. The assignment aims to analyze employee perspectives on the current marketing practices employed by the hotel and identify areas for improvement through social media strategies.

DISSERTATION
Impact of marketing tactics over business
performance: A study on Movenpick Hotel Doha
Qatar

Executives Summary
Marketing is one of the most significant aspect in the business enterprise by which
corporation can easily able to improve its sales in the market. In the absence of marketing,
corporation cannot able to promote and advertise the product and services in the market.
Marketing activities helps the organization to gain competitive advantage with the help of
different promotion activities. In the present study, researcher have main aim is to investigate
that relationship between the social media marketing and growth of the business enterprise. In
addition to this, researcher have main aim is to investigate the impact of marketing tactics on the
performance of business. Thus, for this objective researcher has conducted the investigation of
the 20 managers of the organisation that is Movenpick Hotel Doha Qatar. In addition to this; I
have also used various method of the research methodology to address the actual issue of the
research. The purpose of the study is to find the different marketing tactics especially social
media marketing which helps Movenpick Hotel to enhance their performance. Other than that
dissertation includes several aspects of social media platform by which venture can promote their
organisation and their product as well as helps them to connect and communicate with the
customers

Table of Contents
1 INTRODUCTION........................................................................................................................1
1.1Background of the study....................................................................................................1
1.2 Researcher Aim................................................................................................................3
1.3Research Objective............................................................................................................4
Research Question..................................................................................................................4
1.4Rationale of the study........................................................................................................4
1.5Focus and purpose.............................................................................................................5
1.7 Dissertation structure........................................................................................................6
2. LITERATURE REVIEW ...........................................................................................................8
2.1 Concept of social media marketing tactics and its importance to the business................8
2.2 Different factors that are responsible for decreasing sales of hotel industry.................11
2.3 Impact of marketing tactics over business performance of Movenpick hotel Doha Qatar. 13
2.4 Relationship between the social media marketing and business growth such as their
performance and sales..........................................................................................................15
3 RESEARCH METHODOLOGY................................................................................................16
3.1INTRODUCTION ..........................................................................................................16
3.2 Research philosophy.......................................................................................................17
3.3 Research Strategy...........................................................................................................18
3.4 Research approach..........................................................................................................18
3.5 Research design..............................................................................................................19
3.6 Data collection................................................................................................................20
3.7 Sampling.........................................................................................................................21
3.8 Data analysis...................................................................................................................21
3.9 Ethical consideration......................................................................................................22
4 DATA ANALYSIS AND INTERPRETATION........................................................................23
4.1 Introduction....................................................................................................................23
4. 2DISCUSSION.................................................................................................................24
5 CONCLUSION AND RECOMMENDATION .........................................................................43

5.1 Theoretical implication ..................................................................................................43
5.2 Managerial implication...................................................................................................45
5.3 Researcher limitations....................................................................................................46
REFERENCES..............................................................................................................................47
Appendix .......................................................................................................................................53
Questionnaire........................................................................................................................53

1 INTRODUCTION
1.1 Background of the study
Marketing is the process by which seller and buyer purchase and sell different goods and
serving in order to satisfy their target market and catering their needs and wants. It is tool by
which organization create value for their business so that they can create strong relationship with
their target market. Marketing is one stage of management process by which different venture
and marketer identify, anticipate and satisfy needs of customers. It also helps the management to
influence the decision of target market and create positive brand image in the perception of their
clients. Marketing is very broad concept which includes different factors such as production,
product, selling, marketing, social marketing concept. Production concept is the way by which
organization start manufacturing the products in bulk quantity, they think that customer will buy
those products which have less price and easily available. Product concept focus on quality of
products, makers try to manufacture qualitative products. They think that, target market will
purchase those goods which have high quality. Selling concept focus on distribution of products
and services, the organization perceive that they have to made efforts in order to sel products and
service. They focus on different promotion activities such as coupons, discounts, samples,
loyalty cards etc. marketing concept focus on needs and wants of the customer, markets try to
identify needs and wants of the customers and then manufacture products accordingly (Hamzah
and Sutanto, 2016). Social marketing concept is the way by which organization focus on dual
aspects that are needs and wants of customers and produce environment friendly products.
In this modern era, marketing plays very significant role in success of organization,
marketer are trying to put maximum efforts in order to retain their client for longer duration.
Other than that it is said that marketers are focused towards marketing so that they can promote
their products and services to the large target market. Marketing activities helps the organization
to gain competitive advantage with the help of different promotion activities. It is very important
for the ventures to have effective communication with the target market in order to retain them.
This can be achieved with the help of strong marketing strategies which includes product, price,
place and promotion strategies. Thus, business are trying to create more advance base with the
help of effective marketing strategies.
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Different organization are trying to understand the needs and wants of the customers and
accordingly they are serving goods and services to them. In order to meet customer's expectation
and gaining competitive advantage, venture are trying to putting large efforts to produce
innovative and differentiate products. It helps the venture to have long termed sustainability in
the market place. As well as it generates awareness in the mind of people. Whenever the
organization is going to launch new product in the market, awareness plays very significant role
in generating revenue form the new product. If customer do not have any knowledge and
awareness about the product, how he or she will consider it as an alternative for buying decision.
Thus, marketing is very important to sand out of line and generating awareness and knowledge.
Other than that marketing helps the organization to attract large target market and enhance the
satisfaction level of the customer.
Marketing tactics is the strategies selected by the venture in order to promote their goods
and service so that sales volume of the entity can be increased. Customer satisfaction is primary
motive of every organization, they try to meet the requirements of target market in order to
attract new customers and retail old and loyal consumers. Key objective of using effective
marketing tactics by the venture is to use their resources in effective way whether it is financial,
human resources, inventory, machinery etc. There is very strong bond between the marketing
strategies and organization's growth (Serrat, 2017). If marketing strategies give fruitful results
then, business will earn more revenue and if it does not give effective outcomes then
organization will be able to generate high profits. The venture who are able to implement
marketing strategies in effective way, they will able to attract and retain large customers.
Ultimately, it has huge impact over productivity and profitability of the firm. Marketing
strategies and tactics helps the organization to create loyal customers and retain them for longer
period of time. It also helps them to generate large revenue, enhance sales volume and create
brand awareness.
As this ear is of digital, people have started doing economic with the help of digital
platform. Introduction of digital technologies have created huge impact over the mind-set,
perception, motivation and decision making of the customers. People have started purchasing
different products and services from various online store rather than physical outlets. This have
reduced time, money and efforts of customers, thus customers prefer digital way to do their
transaction. In order to meet up these standard of customers, organization need to adopt different
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digital marketing techniques. The tactics which involve in digital marketing are search engine
optimisation, pay per click, social media marketing etc. In the coming era, digital marketing is
taking very significant place in the organisation, without digital advertisement and promotion ,
firm can not gain competitive advantage. When it comes to the service industry, they have no
physical products which helps the organisation to cater the needs and wants of the customers. So
they have to focus on effective servicing. The effective tool by which organisation can promote
their service is digital marketing. Other than that word of mouth is very important aspect in
service industry, which can influence the buying behaviour and decision making of the
customers. Word of mouth can be generated when organisation is serving the best services and
customers are fully satisfies, this can be achieved with the help of effective marketing tactics and
digital marketing.
Present study is based on the Movenpick Hotel Doha Qatar. It is 4-start hotel, marketing
strategies of cited firm will be analysed in this study. By having an application of marketing
tactics the company is attaining better outcomes in terms of growth. Brand-image of Movenpick
Hotel Doha Qatar is also being improved. The key aim of current dissertation is to evaluate
impact of marketing tactics over business performance which includes different aspects such as
profitability, productivity, customer satisfaction, customer decision making etc. Report will
discuss the concept of marketing tactics and its importance to the organization. Hospitality
industry is facing huge competition with that travellers are moving towards other brands
frequently (Efthymios and Folinas 2016). Thus, this hotel will be chosen by researcher to
identify potential of the business. Movenpick Hotel Doha Qatar sales have been reducing day by
day so it has created huge pressure over the organization. Thus, It is necessary for the venture
that to plan and execute some effective marketing strategies that can attract more consumers
towards the brand. This investigation will add working of hospitality industry and impact of
marketing on their overall performance.
1.2 Researcher Aim
The aim of the study is “To analyse impact of marketing tactics over business
performance of Movenpick hotel Doha Qatar”
1.3Research Objective
 To examine concept of social media marketing tactics and its importance over the
different organisations.
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 To determine the reasons that are responsible for decreasing sales of Movenpick hotel
Doha Qatar specially marketing tactics.
 To evaluate impact of social media marketing tactics over business performance of
Movenpick hotel Doha Qatar.
 To analyse relationship between social media marketing tactics and business growth of
the Movenpick hotel Doha Qatar .
 To suggest ways through which Movenpick hotel Doha Qatar can use marketing tactics
effectively and can enhance its performance.
Research Question
 What is the concept of social media marketing tactics and its importance to the business?
 What are the different factors that are responsible for decreasing sales of Movenpick
hotel Doha Qatar?
 How social media marketing tactics have impact over business performance of
Movenpick hotel Doha Qatar?
 What is the relationship between the social media marketing tactics and business growth?
 What are the different suggestion by which Movenpick hotel Doha Qatar can implement
marketing tactics effectively in order to enhance their performance?
1.4Rationale of the study
There are various reason that have affected the mind of researcher when investigator is
doing the research for dissertation. This is how he have created his interest and curiosity in the
topic and this is the key reason he has selected the topic that is impact of marketing tactics over
business performance: A study on Movenpick hotel Doha Qatar. The researcher has good
knowledge and understanding regarding the topic and this is how he had decided to select this
topic in order to explore more knowledge about the different marketing tactics. Other than that
investigation have good knowledge and understand about the different marketing tactics which
can helps the tour and travel industry in order to enhance their performance and gain large
market share. The key reason of selecting this topic is, that hospitality industry all over the world
is facing huge competition. Travellers analyse all the services of hotels before they visit.
Marketing is the process by which different organisations can attract more people towards their
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brand and gain large market share. Rationale of this study is to develop better understanding
about sustainable marketing tactics and business performance. This will support the organization
in identifying loop fall in current system and making effective modifications to improve overall
performance of the entity.
Sales of the Movenpick hotel Doha Qatar is reducing since long time that creates loss on
the organisation. With the help of the scholar will be able to identify issues in the business and
will be able to provide solution to increase its sales volume. Consumers are turning towards
other brand frequently that is creating trouble for the hotel thus, this study will be beneficial for
the organization in identifying impact of marketing on business performance. This study helps
the organisation to enhance their sales and profitability
1.5Focus and purpose
The key aim of this research is impact of marketing tactics over business performance: A
study on Movenpick hotel Doha Qatar. The researcher actually want to understand the key
reason why the sales of the Movenpick hotel Doha Qatar is decreasing day by day and what are
the reason why the organisation is going under the stress. The whole dissertation explain the
significance of the different marketing tactics which helps the marketer to attract large target
market and can gain competitive advantage. Marketing tactics plays very significant role in
every organisation whether it is small or big company or they are production and service
industry. There are different elements that are included in the marketing mix that are product,
price, place and promotion and when it comes to service industry then process, people and
physical evidence are the three major marketing concept. Thus, it is very significant for the
researcher and tourist to know the importance of marketing tactics which helps the different
organisation to attract large customers and traveller to select the best option. The purpose is to
find the reason why the Movenpick hotel Doha Qatar's performance is decreasing. As well as
what are the recommendation given to them in order to implement different marketing tactics
which helps them to enhance their profitability.
1.6Research Problem and Hypothesis
There are several problems that have been arises in the tour and travel industry due to
increase in the competition and this is very big problem of various organisation who are dealing
in tour and travel, that is why researcher have selected this topic. Competition is very big
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problem and this is only hypothesis made by the researcher. Performance and profitability of the
tour and travel organisation is decreasing day by day due to raise in competition. They need to
implement different marketing tactics which helps them reduce stress in their venture and serve
best services. In this dissertation, researcher will find the different reason that are responsible for
decreasing sales of Movenpick hotel Doha Qatar and relationship between the social media
marketing tactics and business growth. Other than that this dissertation helps the Movenpick
hotel Doha Qatar to increase their sales.
1.7 Dissertation structure
Chapter 1: Introduction: This chapter include the brief introduction about the research
problem and what are the different causes and consequences of the issue. It includes brief
knowledge about the social media marketing tactics and its importance to the business. As well
as it also include the different reason of reducing the sales volume and performance of the
Movenpick hotel Doha Qatar. With that introduction chapter includes the research aim,
objectives and question that have been framed by the researcher which helps him to conduct
whole research on that basis. Other than the themes of the literature review have been prepared
on the basis of research question. Moreover, it consists of detail data, some facts and figures
about the marketing tactics and its impact on the different sectors specially on the tour and travel
industry. Other than that On the basis of detail description, the brief of Literature review,
Research Methodology, Data analysis and interpretation, Conclusion and Recommendation have
been included in the introduction chapter
Chapter 2: Literature review: After finishing the introduction chapter, the researcher start
other chapter that is literature review, it is also one of the important chapter in the dissertation.
The investigator start collecting different knowledge which is given by the different anthers and
researcher about the different marketing tactics and how it has great impact over the
organisation's growth. In order to support the primary research, literature review helps them to
collect all the relevant data about the topic. In this chapter of literature review, the researcher
will define different themes on the basis of research objective and question which help him to
attain its key aim. The themes help the investigator to divide the information into different parts
in order to collect specific knowledge and information about the research problem. These all
themes helps the Movenpick hotel Doha Qatar to understand the importance of different
marketing tactics which helps them to solve their problem related to sales and profitability.
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Chapter 3: Research Methodology: Once the different themes have been made by the
investigator and secondary data have been collected by the scholar, the other chapter is research
methodology. This is also another important chapter in the dissertation which helps the
investigator to select the best research method. It helps investigator to find the different
techniques that are involved in the research methodology. This chapter includes several methods
of research that are research philosophy, approach, data collection, data analysis and
interpretation, sampling and research design. In this chapter researcher selects the best method
which helps him to collect and analyse the data in appropriate manner. The key aim of writing
the research methodology to vindicate the techniques chosen by the research worker.
Chapter 4: Data analysis and interpretation: The another chapter is data interpretation, once
the researcher have completed the research methodology chapter and select the best techniques
in order to conduct the research. This is also one of the significance chapter in the dissertation on
which all the results are dependent. In this chapter, investigator analyse, interpret and evaluate
all the relevant information which have been collected to find the ultimate outcomes. The data
have been analysed on the basis of primary and secondary data collection. Other than that all
scholar chose and implement the effective and efficient technique which helps him to interpret
and evaluate the information in appropriate way.
Chapter 5: Conclusion and Recommendation: Once the Data analysis and interpretation
chapter have been completed, now the investigator have to summarise the dissertation which the
help of different causes and consequences of the research that have been made by him or her.
Other than that the other part of this chapter is recommendation, which have been given by the
scholar in order to fill the gaps between the primary and secondary data and different ways by
which organisation can solve its problem. This chapter is very much effective for the researcher
and the person or organisation which is facing same problem. Thus, this chapter serve the result
and outcome of whole research project.
2. LITERATURE REVIEW
2.1 Concept of social media marketing tactics and its importance to the business.
According to the view of Carrigan, (2005) social media marketing is the part of
promoting organisation's products and services, by which venture can create awareness of the
goods and services and promote their brand with the help of different social media platforms
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such as Facebook, Twitter, Pinterest, Instagram etc. nowadays most of the people are using these
platforms to connect and communicate with each other as it reduce the consumption of time and
money of the people in social world. Social media platforms helps the customers to collect all
the relevant information about the different products and services, brands with their price,
product specification and feature, availability and different promotional activities which helps
organisation to take effective purchase decision. Other than that it is also effective tool by which
organisation can display their products and service on screen, promote their brand and serve
information about their products, services and brand. With that it is very significant for the
different organisation to have proper knowledge about the taste, preferences, needs, wants,
expectation and satisfaction of the customers. This will venture them to produce and offer goods
and service as per to the customer's expectation and preferences. Every individual have different
preferences and taste which is being influenced by their culture, tradition and norms.
Organisation need to understand the culture and tradition of the customers to whom they are
serving goods and services. Information can be collected with the help of different social media
platforms such as if 3 products are displayed by the organisation on Facebook, now people start
taking about that product in the form of comments and likes, the product which gets maximum
like and comments will be preferred by most of the customers. This is the simplest example for
the use of social media. In the real world, organisation can use social media marketing in many
ways which not even think by the customers but their feedback is grabbed by the different
organisation. In the contradicting view of Czinkota and Ronkainen, (2012) Social media
marketing helps the organisation to attract large customers towards their brand by effective
communication and create brand loyalty by customers. Social media marketing assists to the
organisation in inform the information about product and services to its customers. With help of
social media, company can get touch with customers and acknowledge the feedback and review
about product and services. Social media marketing have great significance over the different
organisation and customers. Social media marketing is the business strategies which helps the
ventures to interact with their target market with the help of different social media platforms
such as Facebook, Twitter, Instagram are major popular websites that helps in making good
coordination with consumers.
According to the view of Edwards, (2008) marketing is the effective and efficient
marketing ways by which ventures can promote their products and services to their end users or
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target market. Key objectives of using different marketing tactics is to increase the sales volume
of the organisation with that profitability and productivity of the venture can be enhanced. Social
media marketing strategies and tactics are that much effective that can helps the organisation to
achieve their objectives and goals. If the venture select the best and appropriate marketing tactics
then they can attract large numbers of customers towards their brand. Social media marketing is
the best technique and tactics which creates unique image in the mind of clients and help in
enhancing communication with them.
In the contradicting view of Efthymios, and Folinas, (2016) marketing tactics is the
beneficial tool that helps the organisation to retain their customers towards hotel in order to
enhance their sales and profit. Social media marketing is the ways that assists in promoting the
brand and creating positive image in the mind of consumers. Marketing tactics is the strategic
tool and technique that aids in making coordination with mass audience. Marketing is very broad
concept which includes different activities such as promotion, advertisement and the key aspect
is social media marketing, TV advertisement and promotion campaign so that organisation can
communicate different information to their target market.
According to view of Gautam, (2012) marketing tactics not only helps the organisation to
enhance their sales volume but also helps them t create their brand image in the market place. In
this competitive world, there are several ventures which are offering same quality products at
lower price and this is the reason the venture ate losing their market share and ultimately their
profitability and productivity hampers. In such situation, I have become difficult for the
organisation to sustain in the market place with the competitive advantage. Thus, effective
marketing tools and tactics can create unique brand image in front of their customers and can
make them loyal towards the venture.
On the other hand Hall, (2014) have stated that social media marketing is the tool by
which the image of organisation is spread very frequently. If improper techniques and tactics are
used by the venture, that can have negative impact over the image of brand. Hence, it is very
important for the firm specially service sector like hotel to make effective decision regarding the
social media marketing which do not hamper the image of venture. Other than that organisation
should do offline marketing for making customer relationship because most of the target market
are not using internet. If venture only focus on online marketing, they will not able to crate
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awareness to those customers who are not available to different social media platforms. Thus,
organisation has to adopt such methods of marketing through which it can attract mas audience.
Social media marketing helps to the organisation in promoting and advertising product and
services to customer in the market. In addition to this, with help of social media company can
attract new customer as well. It helps to firm in attracting new customer and provide the right
information about the product and services in effective and efficient manner.
According to the view of Hamzah and Sutanto, (2016) marketing tactics is the tool which
is used by the venture in order to promote their products and services. They objectives of
adopting different marketing tactics at a single time are to increase the selling of products and
services and enhance profit of the venture. Every organisation has same primary objectives that
is return of investment and profit and in order to increase these both factors they need to focus
on customers who buy their products and services. Goods and services will be sold only when,
when the customers are aware of the organisation. In order to create awareness and reach at
final aim, firm need to adopt different marketing tactics. Thus, it states that it is very important
aspect for the organisation. In the contradicting view of () marketing tactics create the direct
impact over the financial position of the venture, if the organisation can able to select and
implement appropriate techniques of marketing, their productivity and profitability will enhance
and if not then it will hamper the image of firm. These tactics help the venture to create positive
image in the mind of consumers and then they will buy products of the company frequently.
Ultimately this will enhance sales volume of the venture and profit will also enhance. Anther
have said that marketing tactics have great impact over the performance of venture, it serves
different advantages such as acquiring large target market, customer relationship, solving
customers quarries and competitive advantages.
In the contradicting view of Hansen, (2017) social media marketing have negative also
on the performance of the venture. Social media marketing is not a single effective aspect which
can attract mass market, they need to adopt different marketing and advertisement techniques so
that they can attract both online and offline customers. This is because there are many people
that is aggregate 20% of population in the world are not using social media platforms. That does
not mean they are not doing any economic activities, they are also buying products and services
but from physical store. In order to attract and retain them, venture need to adopt do several
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offline advertisement such as boarding, radio advertisement, sales promotion like discount,
coupons, samples etc.
According to the view of Hidayanto and et. al., (2012) most of the young generation are
using social media platforms, but old people do not have knowledge and skills to use them such
as Facebook, twitter etc. now doubt social media advertisement is effective tactics but
organisation need to adopt other strategies as well. As this is the era of highly competition,
hospitality sectors is facing very high competition and this is the reason they are not able to gain
competitive advantage. In order to attract target market, social media platforms is the way by
which venture can create relationship with the both domestic and international clients. It helps
the venture to enhance their sales volume and proper growth in the organisation.
2.2 Different factors that are responsible for decreasing sales of hotel industry
According to the view of Carrigan, (2005) There are several factors that are responsible
for decrease in the sales of organisation. One of the major issues is market competition, there are
numerous ventures that are coming in the market in order to serve different hospitality services.
New Organisation are serving same quality products and services at lowest prices and customers
will obviously buy those products which have high quality, more specification, features and low
prices. Success of the organisation is dependent on their capability to compete with the rivals,
where capability cane be defined as organisation's resources such as human resources, financial
resources, material, machinery etc. organisation are not able to compete with their competitors
because somewhere or other they have lack of resources. In the domestic and international
market, there are numerous competitors someone has more fund, someone has effective workers,
some has huge market base etc. competition have been increased after 1990 that is introduction
of globalisation, liberalization and privatisation. Large number of international companies are
coming and setting up their hotels in different countries and this is the reason there is increase in
competition in the market.
In the contracting view of Czinkota and Ronkainen, (2012) There are several negative
factors for the venture when there is increase in the competition. One of the negative impact over
the organisation is setting up lower price. Most important aspect which the customer analyse
while choosing the brand is its prices, the product which serve more benefits at lowest price will
be purchased by the customers. New venture which is coming in the market, initially they are
setting low prices so that they can attract large customers. In order to match up with their prices
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firm have started reducing their prices, which gives them huge loss. Other than that dominating
power is also bad aspect of competition. The organisation which is having competitive
advantage will rule over the market. Dominance will vanish small venture in the market because
they are not able to compete with the big organisation. One of the reason behind reduce in the
sales volume of the venture is big firm, they do not let the small organisation garb the market
share and make sales.
According to the view of Hidayanto and et. al., (2012) other negative impact of
competition is creating of wars between the competitive firms. It is one of the most dangerous
factor of competition where the organisation is completely engaging their all the resources to
deal with competition. Organisation keep their target to competitors rather than customers.
Venturer's primary objective should be catering the needs and wants of the customers not to beat
with the competitors. If the firm will able to serve the highest satisfaction to the customers, they
will be automatically become loyal for the organisation. Sales volume of the organisations are
reducing because they are not focusing on customers rather than they are targeting to beat with
customers. They need to keep balance between competition and customers in order to gain
competitive advantage and increase their sales.
In the contracting view of Edwards, (2008) the other factors that leads to reduce in the
sales of organisation is they are not using appropriate marketing tactics and strategies. In order to
enhance sales, they need to go from several stages that is customer information, analysis of
information, promotion through digital advertisement, social media marketing, online promotion
and last is customer feedback. The organisation is not using technology, which take huge time in
order to collect the information about the customers. Taking information is primary stage in
order to gain competitive advantage and increase in sales because it is important for the
organisation to collect the information about the customers so that that can able to cater the
needs and wants of the customers. It is very significant for organisation to use digital platforms
and social media platforms to collect the information about the customers. Most of the customers
are using different social media platforms in order to connect and communicate with the
different people. According to research, Facebook is the best platform from where most of the
market collect the information about their target market which includes their like, dislikes, taste,
preferences, budget and expenditure, needs and wants. Hotels need to trigger that aspect to
collect the information so that it will become easy, economic, effective from them.
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2.3 Impact of marketing tactics over business performance of Movenpick hotel Doha Qatar.
As per the view of Arias and Acebrón, (2005) marketing have huge impact over the
performance of organisation because it helps the marketer to connect with their target market. In
simple words it can be said that marketing have several benefits over the performance of the
organisation. With the help of marketing, venture can collect information about their different
customers which includes customer taste, preferences, needs, wants, satisfaction, trend, likes,
dislikes etc. other than that they can connect easily to the customers with the help of different
social media platforms such as Facebook, Twitter, Instagram etc. this helps them to create
awareness about their brand, their products and services. With that they can solve customer's
problems immediately. Because customers and company are direct connected with each other.
With all of these activities, customer will be fully satisfied. Thus, it helps the venture to find
loyal customers, ultimately their productivity and performance will be increased.
In the contracting view of Baker, (2014) impact of marketing have change the
relationship between the brand and customers dramatically. Different organisation have given
immense control and power to their target market. Most of the large venture have understood the
importance of social media which state that it can break or make their organisation. Thus, they
have taken this as an opportunity in order to create brand awareness and effective customer
relationship. After understanding the demand, likes and dislikes of the customers, organisation
can create different marketing strategies and campaigns with the help of social media. There is
growth in the social signals where the venturer's search engine optimisation endeavour can boost
to the large extent by social signals. There is direct link between the marketing and Search
engine optimisation. As more and more people like, comment, recommend and follow the firm's
page, the more chances of their web page to rising up in search ranking.
According to the view of Borza and Borza, (2014) marketing helps the venture to
promote their brand. After suing the social media platforms, their ventures can be always alive in
the mind and memory of the vast number of customers when they share their page on their walls.
This will help the venture to create awareness about the products and services of the brand which
eventually will convert into more followers/customers. Other than that the effective tool of social
media marketing is word of mouth. Most of the people first analyse the reviews of the products
and services. Customers always try to believe on the familiar things rather than non-familiar
things. Whenever customers find positive comments on some products and services, they usually
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try to evaluate that product and keep them as priority. And any negative comment will be there,
then they will never buy that products and services. Such as a customer want to book a room of
hotel. He visits page of different hotels and find the reviews, the most preferable comment he or
she finds, will be booked by him. Thus, it shows that social media plays very significant role in
the promotion of company's products and services.
In the contradicting view of Chen and et. al., (2011) social media marketing have been
become the requirement for the digital marketing. The research have stated that most of the
customers spend more than half of the hour per day on different social media platforms. This
have given organisation a path to connect and communicate with the different customers in order
to promote their products and services. If different social media platforms have been used by the
organisation in proper than it can helps them to have great opportunity to interact with their
target market and give tough competition to the different popular brands. In order to implement
the social media marketing in appropriate way, organisation need to take different steps. Step 1
is organisation need to clearly define their goals and objective related to the marketing. Stage 2
is to analyse the different insights from internal and external in order to discover the
demographic, preferences and activities of the audience. Stage 3 is to tailor the message to the
audience so that the organisation can tell their story which is according the customers at which
the venture need to reach. The message should include all the type of communication such as
text, video and images. Stage 3 Optimise the post by using different and attractive keywords in
order to boost up search engine optimisation in order to optimized landing pages on their website
to drive traffic. Use of appropriate social media tools in order to listen, respond and react.
According to the view of Czinkota and Ronkainen, (2012) when it comes to the
hospitality industry, marketing plays very significant role and it helps the organisation to
enhance their productivity and profitability. Mostly hotels have their own websites or they use
other web links for marketing and selling their business. There are several ways by which social
media can impact on the hotel directly and indirectly such as online advertisement, online
marketing, social media marketing, email marketing, content writing, search engine
optimisation, pay per click etc. social media have become the great platform for the hotel
industry in order to promote their business, specially it has positive impact over the hospitality
industry. The ways by which they can promote their business as Facebook, trip Advisor,
Goibibo, Trivago, Makemy trip. Nowadays, an online portal called OYO have great impact on
14

the hotel industry. It helps the customers to select the best hotels according to their budget,
needs, wants, taste and preferences.
In the contracting view of Efthymios and Folinas, (2016) there are several ways by which
hotel industry can enhance their performance with the help of marketing. It helps the
organisation to improve customer relationship management, by creating different campaigns,
business like Movenpick hotel Doha Qatar can measure their success in effective way.
Analytical tool can helps them to find the channel traffic that how many people are visiting their
website, what is the time duration, when people mostly visit their website etc. Other than that
social media marketing helps the hotel to create effective relationship with their target market.
For instance, a customer who was attracted to stay at an upscale hotel for a weekend getaway
with his spouse through a social internet media marketing campaign will also complain of a poor
experience using the same platform. After they pursue traditional avenues for redress, these
upscale customers have been known to take their complaints to the hotel’s Twitter audience. The
speed of the internet undoubtedly brings many opportunities to hospitality industry businesses. A
company with a great product or service does not have to wait long to reap the fruits of their
marketing labours because their enthusiastic customers become members of a built in marketing
team.
2.4 Relationship between the social media marketing and business growth such as their
performance and sales
According to the view of Fritz, (2013) there is great relationship between the social
marketing and business growth. There are several ways by which organisation can have business
growth with the help of social media platform. One of key factors of business growth is social
media marketing helps in increasing brand awareness. It is one of the most cost effective and
efficient tool of digital marketing which is used to increase the organisation's visibility and
syndicate content. When the venture will implement social media marketing in their business,
this will help them to create brand recognition since they are engaged with the large audience of
the target market. By investing only a few hours per week, over 91% of marketers claimed that
their social marketing efforts greatly increased their exposure.
In the contradicting view of Hall, (2014) The other aspect which helps the organisation
have increased growth with the help of social media platforms that it helps them to generate
inbound traffic. When the venture is not using the social media marketing, the customer usually
15

search for the keywords which they generally use. When the organisation start using social
media marketing, they can explore their customer to search some unique key worlds. With the
help of social media, they can attract both inbound and outbound traffic and this serve some
additional benefits from the other organisation. This is how they can gain competitive advantage
and attract large number of customers. Every content which is post by the organisation can serve
them a new opportunity to connect with their customers and Every social media profile they add
to their marketing mix is a gateway to your website. Social media is a melting pot of different
kind of people with varied backgrounds and action.
According to the view of Hamzah and Sutanto, (2016) The other factor that helps the
organisation to gain growth in their profitability and productivity with the help of social media
marketing are enhanced search engine optimisation. Search engine optimisation is very
important aspect of the social media marketing, somewhere or other they both are inter-linked
with each other. The more the venture will get, likes, comments, sharing, their page or website
will be visited by the customers. Social Media Examiner states that more than 58% of marketers
who have been using social media for one year or longer still see improved search engine
rankings. If the website of the organisation is getting top most position on their keyword search,
state that they will be having more traffic in order to generate positive results for your business.
In the contracting view of Hansen, (2017) The most important factor of social media
marketing that helps the organisation to grow their profit and productivity is Higher Conversion
Rates. When the venture is putting their advertisement on social platforms of display their
products on Fcaebook, Instagram etc, this helps them to create more visibility of their brand.
Generating awareness is the first stage by which the firm can grow their business. 52% of the
marketers have stated that social media takes longer time to develop relationship with the
customer but it has positive results in the sales of hotel. Better the Movenpick hotel Doha Qatar
leave impression on a visitor, the more likely they are to think of their business when the need
for your product or services arises.
3 RESEARCH METHODOLOGY
3.1INTRODUCTION
Research methodology is very important chapter in the dissertation which helps the
researcher to obtain effective result from the investigation conducted by him or her. It plays very
16

significant role in conducting the research which helps to find appropriate solution of the
problem. With the help of this chapter, investigator can explain its research in proper way with
that this chapter is very important for completion of the dissertation (Arias and Acebrón, 2005).
In this chapter. Scholar finds the appropriate result which the help of different types of research
methodology. This chapter includes different aspect of research methodology that are research
approach, research design, data collection, research philosophies, sampling etc. in this
dissertation, the key aim of the researcher is to analyse impact of marketing tactics over business
performance: A study on Movenpick hotel Doha Qatar. In order to obtain this objective,
researcher have selected qualitative study so as accurate objective can attain. Each aspect of the
research methodology is very important for the dissertation, which helps to find the best result of
the subject. This will help the researcher to select the best techniques of data collection and
sampling in order to solve the problems the hotel industry is facing
3.2 Research philosophy
It is one of the major aspect of the research methodology in the chapter of dissertation. It
includes beliefs, assumption and value which is related to the specific topic. It deals with the
source, nature and development of the knowledge. It affects the scholar assumption, value and
beliefs. It can be said that philosophy is designed to develop the research knowledge,
background and nature. There are two types of research philosophy that is positivism and
interpritivism. In interpritivism philosophy only single fact have been reflected from the
different concept and theories. Whereas in the context of positivism philosophy, investigator is
dependent on the several facts and findings for the particular problem. The major objective of
the research philosophy to identify an appropriate solution of the research problem. Thus, it is
very important for the researcher to select the best philosophy of the research. Other than that
investigator should keep the types of investigation because selection of research philosophy is
totally dependent on the type of study (Baker, 2014). In the present dissertation researcher will
take support of interpretivism philosophy which pays more attention on the subjective and
involves different theories so that better understanding can be developed about the topic. Current
topic is the wide and burning topic thus it is necessary for the scholar to involves various models
in this part so that effective data on the subject matter can be gathered. In the present report
scholar will use interpritisvim research method that assists to scholar understanding the objective
of research in more effective and efficient manner. This research philosophy helps to the
17

researcher in analysing the information and address the right objective in an effective manner.
The major reason for applying this interpretivism research philosophy in the research study is
that it assists to scholar in find out the best alternative solution of research problem.
3.3 Research Strategy
It is very important for the researcher to select the best and appropriate type of research
so that it helps him order to find the best result or outcome of the dissertation. There are two
major type of research strategy that is qualitative and quantitative. Objective of the dissertation
will decide that which research strategy should be most appropriate. In the context of qualitative
research, study includes theoretical aspect (Borza and Borza, 2014). Deep analysis of the
different concepts and principles have been done, In this type of research strategy. On the other
side, quantitative research, scholar implement the different methods to find and analyse the data
such as regression, correlation, t- test, a nova test and standard deviation etc. These methods help
the researcher to find the relationship between the different variables whether they are
independent or dependent. The researcher has to choose appropriate researcher strategy from the
qualitative and quantitative, which have been selected on the basis of research aim and objective.
In the following dissertation qualitative research has been applied in order to analyse the impact
of marketing tactics over business performance: A study on Movenpick hotel Doha Qatar. The
key reason while selecting this strategy is it helps the investigator to have deep analysis by the
scholar in order to have deep knowledge and understanding for the subject (Carrigan, 2005).
Qualitative research strategy has been selected in order to find accurate outcome of the problem
with the help of effective and appropriate data and information collection. This research strategy
helps the researcher to find the impact of marketing tactics over business performance. In this
manner, it encourages peruser to comprehend the topics and assess the outcomes successfully. In
the present exposition, subjective research examination, recurrence tables, rate and organization
is being utilized as a part of respect to survey and assess the outcomes. Further, topical
investigation includes graphical portrayal and along these lines intends to achieve best outcomes.
3.4 Research approach
In the research methodology, research approach plays the significant role in analysing
and evaluating the information about the subject. This is very important part of the research
methodology which assist the research that how the data is being analysed and what are the
different ways by which information can be analysed. To assists in analysing the collected
18

information about the topic which helps in obtaining an appropriate outcome of the dissertation
topic. Research approach is generally two types for collecting the information that is inductive
and deductive. When it is discussed about the inductive approach, this is connected with the
generating new theories emerging from the new information. This approach is connected with
the qualitative research strategy and generally research question is framed to collect the
information from the respondent (Chen and et. al., 2011). This approach is generally based on
the different trend and patterns. With the help of qualitative research strategy and inductive
research approach, scholar can obtain appropriate results and outcome. In this study, researcher
have no option to make hypothesis, so they free to alter their direction as per the study. This
researcher approach is always taken when the sample size is small because small number of the
sample are analysed with effective outcome. On the other side deductive approach have been
selected when the sample size is very large, and large sample always need deep analysis. In the
deductive approach, the investigator start with creating the hypothesis. This is very much
structured approach because it has some specific aim need to be accomplished. It starting point is
premises and its process includes theory, hypothesis, observation and confirmation. In the
current investigation scholar will use the inductive approach (Czinkota and Ronkainen, 2012).
That would help in conducting the study from general to specific way. Involvement of theory
and models will support in reaching to the final results and drawing valid conclusion.
3.5 Research design
In the chapter of research methodology, research design is also one of the major aspect
which helps investigator to find the accurate outcome of the problem. It is the technique where
the outcome has been represented which have been drawn out of collection of data. . This
process assist in analysing the result by assessing information about the topic. With help of
research design, scholar can able to represent the collected information and obtain an appropriate
outcome. There are two major type of research design that are exploratory and descriptive. In the
exploratory research, investigator discover the new thoughts and ideas. This type of design is
very much flexible and consist of non-probability sampling (Efthymios and Folinas, 2016). It
helps the researcher to gain high quality of result with the help of deep analysis by gathering
effective and efficient data. With the help of this research design, investigator can represent the
data in systematic manner. This design is totally based on the non-probabilistic sampling which
have no planning for the way of sampling. In simple words it can be said that exploratory
19

research design is applicable when the problem is not properly defined. On the other side,
descriptive research helps the researcher to describe the idea, information, situation in detail
way. It is also known as statistical research because all the data and information is shown in
statistical data. It considers on the discovery of idea and thoughts. This is suitable for studies
which is flexible and deliver chance for focusing all aspects of the problem. The key aim of the
researcher is to analyse the impact of social media marketing tactics on the performance of
organisation. Researcher have selected descriptive research design which assist him or her to
find the accurate result of the dissertation (Fritz, 2013).
3.6 Data collection
In the research methodology, data collection is the major important chapter which helps
the investigator to collect the data and obtain the effective result of the subject. It is the method
where researcher collect the data on the basis of primary and secondary basis. If the data is
properly collected, then only the investigator can able to find the appropriate result to solve the
problem. If the data is not collected by the researcher than it will have negative impact over the
results of the dissertation. It is very important for the investigator to select the appropriate
method to collect the data because whole dissertation conclusion and results are totally
dependent on the data collection. If data will not be relevant than it may cause negative result in
the dissertation. In the context of primary data, it is the collection of data at primary basis where
the data have been collect from the respondent with the help of survey, personal interview etc.In
this method investigator collects the primary information by direct respondent who involve in
the process of interview, survey etc. With the help of primary data collection, researcher collect
the fresh data related to the topic (Arias and Acebrón, 2005). Primary data is highly effective
way to collect the data because it helps the investigator to collect the fresh data which is more
reliable to solve the research problem. On the other hand secondary data collection is the method
of collecting the information from the secondary sources such as books, journals, internet
websites, magazines etc. in this method of data collection, those informations is gathered which
is being already collected by some individual, organisation, researcher etc. In the primary
sources individual will use questionnaire techniques. This questionnaire will be suitable method
for the researcher because by this way scholar will be able to collect information know impact of
marketing tactics on the hospitality industry. Investigator will ask questions with 20 managers of
Movenpick Hotel Doha Qatar. Managers are the suitable participants and company can give
20

good information about marketing strategies of companies and its impact on business
performance (Baker, 2014). Questionnaire have been preprepared so that researcher can collect
deep information from the manager related to different marketing tactics used by them. Other
than this, scholar will take support of books, journals, internet articles in order to collect in-depth
information about the topic. Both primary and secondary sources of data collection will help the
researcher in conducting the dissertation in effective manner. By asking different questions from
20 respondent, investigator will get to know issue in the Movenpick Hotel Doha Qatar is facing
and individual will find ways to resolve it. By using the questionnaire technique researcher will
be able to gather in-depth data and information about the business performance. Manages can
give deal about impact of social media marketing on business revenues, consequences that firm
has faced while using social networking sites and how they get benefits with this marketing
tactic. Managers are the right person who can give accurate information about the company's
performance. Itis qualitative type of research, questionnaire will be framed and question will be
asked by 20 managers of Movenpick hotel Doha Qatar. All of them have actively participated in
giving the information. Respondent are chosen on the basis of random sampling technique.
3.7 Sampling
This is the another major important method in the chapter of research methodology
which helps the researcher to collect the information about the subject. Sampling is the process
by which the population is divided into several parts on the basis of their similarities and then
samples are drawn from each group. If samples are not available, then researcher cannot able to
collect the information in appropriate way (Borza and Borza, 2014). With help of sampling,
scholar can collect the various views, suggestion and opinion about the subject and identify the
appropriate solution of research problem. It is qualitative type of research thus, using
questionnaire would be effective technique for scholar. That will assist in gathering relevant
information about the topic. There are two ways by which the researcher collects the samples
that are probabilistic sampling and non-probabilistic sampling.
The researcher have selected random sampling technique. As it is qualitative type of
research, questionnaire will be framed and question will be asked by 20 managers of Movenpick
hotel Doha Qatar. He will take permission from the top level management of the organisation
and after taking the permission, he will send question to the managers. After that he will able to
21

collect the appropriate and relevant data from the all the respondent which helps him to have
proper result of the study.
3.8 Data analysis
Data analysis is another major significant chapter in the dissertation and research
methodology which helps the investigator to obtain the appropriate result. It is way by which
researcher analysis the data which have been collected from the primary and secondary sources
in order to determine the effective result to solve the problem. In this process researcher use
different research tools and techniques in order to carry out the proper assessment of the
gathered data (Vaioleti, 2016). The key objective of this research methodology technique is to
concert raw data into useful information in order to draw proper conclusion of the research. It is
very important for the researcher to evaluate and analysis the data which have been collected
from the primary and secondary sources so that business problem can be solved in the effective
way. In this dissertation, key problem is, reduced in profitability of the Movenpick hotel Doha
Qatar due to competition in the market as well as several other reason which have indirect
impact of the organisation. In order to analyse the data, first data need to be collected, so the
researcher have collected data from 20 managers of Movenpick hotel Doha Qatar in order to find
that what problems the organisation is facing. In the data analysis, there are two type of
techniques that are qualitative and quantitative, researcher have selected qualitative research
technique, so the researcher will use the graphs and charts in order to present the data in
effective manner. It will be most appropriate technique which helps the researcher to analyse the
data in effective way in order to solve the problem that is impact of marketing tactics on the
business performance (Humphries, 2017). With help of this data analysis technique, researcher
can effectively analyze the information so as right solution can obtain in effective manner. In
the present study, researcher will apply qualitative research technique so as entire information
can represent with help of tables, graphs and chart format.
3.9 Ethical consideration
Ethical consideration is another major factor of the research methodology which helps
the researcher to conduct all the activities and operations in ethical way. The investigator should
not do any unethical activities in the research. All the information and data from all the
respondent should be collected in the ethical way. Ethical issue basically means that implication
of all ethics in the investigation, in order to moralised nature can be defined. In that way,
22

investigator have taken ethical consideration in collecting the information from the respondent.
While conducting the survey, he should consider ethics in all the activities. He need to take
permission from the top level of management of the venture in order to collect data from the
managers. Other than that questionnaire should be framed in ethical way, no question should
harms emotions of the respondent (Kurinczuk, and Morris, 2016). Other than that they should
not force respondent to give information, they should be free share their view, opinion and
suggestion about the marketing tactics and how it affects the organisation's performance.
Researcher will send ethical form to respondents in order to get their positive concern. Apart
from this investigator will not copy and paste the material from any website. Individual will
understand the meaning of information and will convert this to own language. That would help
in avoiding the plagiarism issue sin the dissertation.
4 DATA ANALYSIS AND INTERPRETATION
4.1 Introduction
In the present dissertation, data analysis and interpretation is one of the most significant
chapter in the study by which scholar can easily attain its determine objective and goal. It is very
important in the entire study to conduct the data analyse and interpretation by which scholar can
easily accomplish its research and conclude an effective outcome. In order to conduct an
investigation and data analysis, it is very essential to collect the primary or secondary data. With
help of primary data, scholar can collect fresh information and address the actual issue of the
research. In addition to this, primary data collection helps to the scholar in identifying the
various views, opinion, suggestion and thoughts of the respondent about to the topic. However, it
is very important for the scholar to select an appropriate method and tool for the analysing the
information. In the present study, the major objective of the scholar is to analyse impact of
marketing tactics over business performance with respect of Movenpick hotel Doha Qatar. In
order to attain this aim of the study, scholar has focused on the concept of social media
marketing tactics, impact of social media marketing tactics over business performance and
relationship between the social media marketing tactics and business growth. In addition to this,
in order to attain these objective, researcher have to select some numbers of respondents through
which researcher can collect the information about the topic. In this present study, scholar has
chosen the qualitative data analysis so there will organise the survey program for collect primary
information about the role of social media marketing on the business performance and growth.
23

In addition to this, researcher has applied thematic analysis for analysing the information about
the topic. With help of this thematic analysis, scholar can represent the information with help
charts, graphs, tables etc through which scholar can attain its objective in an appropriate manner.
In order to attain the objective for analyse the impact of marketing tactics over business
performance, scholar has prepared a systematic questionnaire about the topic of social media
marketing, marketing tactics etc and its impact on the business performance. Researcher has sent
this questionnaire to 20 managers of the Movenpick hotel Doha Qatar with help of email. This is
the best method to keep the information secure and conduct the investigation without biasness.
Scholar has sent the questionnaire to 20 managers of the cited venture because by these criteria,
respondents can give and fulfil the questionnaire with their free opinion and mind. Following are
collected information in the survey which is organised by the scholar for collect the information
about the implication of marketing tactics over business performance.
4. 2DISCUSSION
Theme 1: Many years you are working within the Movenpick hotel Doha Qatar
From how many years you are working within the Movenpick hotel Doha
Qatar? Frequency
From last year 4
From 2 year 5
3 to 5 year 6
5 year above 5
24

From last year From 2 year 3 to 5 year 5 year above
0
1
2
3
4
5
6
Frequency
Interpretation and analysis: This is one of the significant question in the questionnaire which
provide the information related to the respondent. The major objective behind this question is to
identify that respondent have how much experience of working in the said organisation for
which survey have been conducted. With help of this question, scholar has able to identified that
respondent have experience of working within the Movenpick hotel Doha Qatar. By collecting
the information from the manager of cited venture, it has been analysed that from the 20
managers of the cited venture, 6 managers working from 3 to 5 year within the company. On the
other hand, 5 managers working from last 2 years and 5 managers working from more than 5
year within the Movenpick hotel Doha Qatar. Thus, from the collected data it has been analysed
that the respondents which have selected for the survey are working within the Movenpick hotel
Doha Qatar from many years. It can also say that the selected respondent has good experience of
the work within this company so collected data can relevant about the research issue and these
managers of the company can provide an effective and appropriate information about the
subject. This question will help the researcher to find that the employees are old or new. This
will help them find that employees are satisfied with the organisation or not.
Theme 2: Employees understand the meaning and concept of the social media marketing
Do you understand the meaning and concept of the social media
marketing? Frequency
25

Yes 18
No 2
Yes
No
Interpretation and analysis: This question has been asked in the survey from the 20 managers
of the Movenpick hotel Doha Qatar. The major reason for asking this question in the survey is to
analyse that how many managers have well knowledge about the subject of social media
marketing. For this reason, researcher have conducted the investigation for investigate that how
many managers are able to know the tactics of social media market. From the conducted survey,
it has been analysed that from the 20 manager in the survey, 18 respondent said yes that they
have effective knowledge and understanding about the concept of social media marketing. On
the other hand only 2 managers of the cited venture have not knowledge about the concept and
26

meaning of the social media marketing. The ratio of respondent who have knowledge about the
concept and meaning of social media marketing is high as compare to the respondents who have
not any knowledge of concept and meaning of social media marketing. Thus, from the gathered
data about the concept and meaning of social media marketing, it has been analysed that many of
the respondents in the survey has said yes that they have strong knowledge and understanding
about the concept and meaning of the social media marketing. Thus, from the collected
information it has been analysed that many of the managers of the Movenpick hotel Doha Qatar
have effective knowledge and understanding about the marketing tactics and they know that why
the social media marketing is significant for the organisation. In addition to this, respondents
have also had got idea that how many managers within the Movenpick hotel Doha Qatar have
understanding about the concept which is going to discuss in the present study.
Theme 3: Social media marketing assist company in improving its sales and performance
Do you agree that social media marketing assist company in improving its
sales and performance? Frequency
Strongly agree 10
Agree 6
Disagree 2
Strongly disagree 2
27

Strongly agree
Agree
Disagree
Strongly disagree
0 1 2 3 4 5 6 7 8 9 10
Frequency
Interpretation and analysis: The major reason for asking this question in the survey is to
analyse that how many managers thinks that social media marketing assist corporation in
improving its sales and performance. In order to identify that is this statement that social media
marketing assist company in improving its sales and performance is true of false, researcher have
asked this question in the survey. From the collected data it has been analysed that many of the
respondent in the survey is effectively agreed by the statement that social media marketing assist
company in improving its sales and performance. From the collected data about the subject, it
has been analysed that social media marketing helps to the company in improving the business
performance and growth. From the 20 managers of the Movenpick hotel Doha Qatar 10
managers are strongly agreed by the statement that social media marketing assist company in
improving its sales and performance. On the other hand, 6 managers are just agreed by the
statement that social media marketing assist company in improving its sales and performance.
However, in the survey it has been analysed that many of the managers like 2 managers in the
Movenpick hotel Doha Qatar have not agreed by the statement that social media marketing assist
company in improving its sales and perform. In addition to this, 2 managers are strongly
disagreed by the statement that social media marketing assist company in improving its sales and
performance. Thus, from the collected information it has been analysed that many of the
28

respondent have positive answer about the statement so it can be said that many of the manager
of the cited venture have believed that social media marketing can positively influence to the
sales and performance of the organisation through which Movenpick hotel Doha Qatar can
effectively able to improve sales and profitability by help of social media marketing tactics. It
has been also analysed from the collected information that only few respondents in the survey
has disagreed by the statement that social media marketing assist company in improving its sales
and performance.
Theme 4: Basic reason through which sales of the Movenpick hotel Doha Qatar has been
decreased
What is the basic reason through which sales of the Movenpick hotel
Doha Qatar has been decreased? Frequency
Poor marketing practices and tactics 13
Huge competition 4
Ineffective policies and practices 2
Other 1
Poor marketing practices and
tactics
Huge competition
Ineffective policies and prac-
tices
Other
29

Interpretation and analysis: This question has been asked in the survey for identifying what is
the actual reason through which the performance and sales of the Movenpick hotel Doha Qatar
has been decreased. For identifying the reason for decreasing the sales and performance of the
business in the cited venture, researcher has been asked this question in the survey. From the 20
respondent in the survey, it has been analysed that the major reason through which sales of the
Movenpick hotel Doha Qatar has been decreased is poor marketing practices and tactics. Many
of the managers of the Movenpick hotel Doha Qatar company have thought that the major reason
for declining the performance and sales of the cited venture is poor marketing practices and
sales. From the 20 managers of the cited venture, 4 respondents said that the major reason for
decline the sales and performance of the cited venture is huge competition in his said industry.
The people believed that Movenpick hotel Doha Qatar business performance has been declined
because there is huge competition in the industry. On the other hand, 2 respondents in the survey
believed that ineffective policies and practices of the business is major reason for decreasing the
performance and sales of the organisation because most policies are fruitless after
implementation. Thus, from the collected information in the survey, it has been analysed that
many of the respondent said that poor marketing practices and tactics is the major reason for
declining the sales and business performance of the Movenpick hotel Doha Qatar. However,
some respondent blame to the company that it has not used effective business policies and
practices that is why its sales and business performance has been decreased as compare to other
rivals in the market. Thus, researcher has analysed that according to collected data, the major
reason for decline the performance of the business and sales is poor marketing tactics and
practices within the Movenpick hotel Doha Qatar .
Theme 5 Social media marketing can enhance the sales and profitability of the business
enterprise
Do you agree that social media marketing can enhance the sales and
profitability of the business enterprise? Frequency
Strongly agree 13
Agree 5
30

Disagree 1
Strongly disagree 1
Strongly agree Agree Disagree Strongly disagree
0
2
4
6
8
10
12
14
Frequency
Interpretation and analysis: This section has been stated that social media marketing can
enhance the sales and profitability of the business in the Movenpick hotel Doha Qatar.
Researcher has been asked this question in the survey for identifying that is social media
marketing can enhance the sales and profitability of the business enterprise or not. In order to
investigate this mentioned statement, scholar has been asked this question in the survey. From
the collected information about the social media marketing through 20 managers of the
Movenpick hotel Doha Qatar, it has been analysed that 13 managers are strongly agreed by the
statement that social media marketing can enhance the sales and profitability of the business
enterprise. On the other hand 5 managers are just agreed by the statement that social media
marketing can enhance the sales and profitability of the business enterprise. However, from the
20 managers of the Movenpick hotel Doha Qatar, 1 manager is strongly disagreed and 1
manager is disagreed by this mentioned statement that social media marketing can enhance the
31

sales and profitability of the business enterprise. Thus, from the collected information from the
managers of the Movenpick hotel Doha Qatar, it has been analysed that many of the managers
believed that with help of social media marketing, cited venture can easily enhance its sales and
profitability of business because they believe that with help of this social media marketing,
company can attract new customer. With help of social media marketing, company can easily
promote and advertise its product and services in the market and attract the new customers
toward the company. Many of the managers believes that cited venture can easily enhance its
sales and profitability by help of the social media marketing platform.
Theme 6: Social media marketing help to the company in attracting the new customers
Do you think that social media marketing help to the company in
attracting the new customers? Frequency
Yes 15
No 5
Yes No
0
2
4
6
8
10
12
14
16
Frequency
Interpretation and analysis: This section has been stated that many of the respondent in the
survey have said that social media marketing tactics assist to the business entity in attracting the
32

new customers toward the organisation. The major reason for asking this question in the survey
is that researcher wanted to identify that is social media marketing help to the company in
attracting the new customers or not. Thus, from the collected data it has been analysed that many
of the respondents thought that social media marketing helps to the organisation in the attracting
new customers toward the firm. From the survey of 20 managers of the Movenpick hotel Doha
Qatar, it has analysed that 15 respondents said that social media marketing help to the
corporation in attracting the new customers toward the organisation. On the other hand, from the
20 managers only 5 managers said that social media marketing does not help to the company in
attracting the new customers. Thus, from the collected data about the social media marketing
tactics in the cited venture, researcher has been analysed that many of the respondents said that
social media marketing can help to the company in attracting the large numbers of customers and
many of the respondent said positive comment about this statement.
Theme 7: Marketing assist to the company in promoting and advertising the product and services
in the market
Do you agree that marketing assist to the company in promoting and
advertising the product and services in the market? Frequency
Strongly agree 12
Agree 4
Disagree 2
Strongly disagree 2
33

Interpretation and analysis: This question has been asked in the survey for identifying that is
marketing help in the corporation in promoting and advertising the product and services in the
market or not. The major reason is to investigate the importance of marketing with respect of
34
Strongly agree Agree Disagree Strongly
disagree
0
2
4
6
8
10
12
Frequency

promotion and advertising within the business enterprise. From the collected data in the survey
about the social media marketing in the Movenpick hotel Doha Qatar, it has been analysed that
from the 20 managers of the cited venture, 12 managers are strongly agreed by the statement that
marketing helps to the organisation in promoting and advertising the product and services in the
market. On the other hand, 4 managers from the 20 respondents are just agreed by the statement
that marketing helps to the organisation in promoting and advertising the product and services in
the market. However, from the 20 managers in the survey, 2 managers are strongly disagreed
and 2 are just disagreed by the statement that social media marketing does not help to company
in promoting and advertising the product and services in the market. Thus, from the collected
information in the survey investigation it has been founded that many of the managers said that
marketing helps to the company in promoting and advertising the product and services of the
organisation.
Theme 8: Movenpick hotel Doha Qatar has faced the poor performance due to the lack of
effective marketing tactics
Do you think that Movenpick hotel Doha Qatar has faced the poor
performance die to the lack of effective marketing tactics? Frequency
Yes 18
No 2
35

Interpretation and analysis: This section have major objective is to analyse that is poor
marketing tactic is major reason for poor performance of the Movenpick hotel Doha Qatar. From
the collected data in the survey of 20 managers, it has been analysed that many of the managers
strongly agreed by the statement that cited venture have faced poor performance issue due to the
lack of effective marketing strategy. From the 20 managers, 18 are strongly agreed by the
statement that cited venture have faced poor performance issue due to the lack of effective
marketing strategy. On the other hand, only 2 managers are disagreed by the statement that cited
venture have faced poor performance issue due to the lack of effective marketing strategy.
Theme 9: Channel of social media marketing used mostly in the Hospitality Sectors
Which channel of social media marketing used mostly in the hotel
sector Frequency
Facebook 10
Twitter 3
36
Yes
No

You Tube 5
Other 2
Facebook Twitter You Tube Other
0
1
2
3
4
5
6
7
8
9
10
Frequency
Interpretation and analysis: This section has been stated that Facebook is one of the channel
which is mostly used in the corporation for its marketing tactics. From the survey of 20
managers in the cited venture, it has been analysed that from 20 managers 10 managers said that
Facebook is mostly used by the organisation. On the other hand 5 managers said that You Tube
is used for the business promotion mostly by the corporation. In addition to this, 3 managers
said that twitter is one of the channels which is used mostly by the company. Thus, from the
collected data it has been analysed that most of the organisation use the Facebook channel for
the promotion and advertisement.
37

Theme 10: Hotel should improve its marketing by help of social media marketing tactics
Do you think that cited venture should improve its marketing by help of
social media marketing tactics? Frequency
Strongly agree 10
Agree 6
Disagree 2
Strongly disagree 2
Strongly agree
Agree
Disagree
Strongly disagree
Interpretation and analysis: This section stated that there is requirement to improve the
marketing of Movenpick hotel Doha Qatar by help of social media platform. From the collected
38

data in the survey it has been analysed that cited venture have need top improve its marketing
by help of social media marketing. From the survey of 20 managers of the cited venture it has
been analysed that 10 manager are strongly agreed by the statement that company should
improve its marketing by help of social media marketing tactics. On the other hand 6 managers
are just agreed by the statement that improve its marketing by help of social media marketing
tactics. However, in the survey 2 managers are strongly disagreed by the statement that improve
its marketing by help of social media marketing tactics. Thus, from the collected data it has been
analysed that cited venture should improve its marketing by help of social media marketing
tactics.
Theme 11: There is direct relationship between the social media marketing and business
growth
Do you think that there is direct relationship between the social media
marketing and business growth? Frequency
Yes 18
No 2
39

Interpretation and analysis: This section stated that there is direct relationship between the
social media marketing and business growth within the company. From the collected data in the
survey of the 20 managers of the Movenpick hotel Doha Qatar, it has been analysed that 18
managers said that yes there is direct relationship between the social media marketing and
business growth. On the other hand only 2 managers from the 20 said that no there is not any
direct relationship between the social media marketing and business growth. Thus, from the
collected information it has been analysed that many of the respondents in the survey has said
that yes that there is direct relationship between social media marketing and business growth.
Theme 12: Marketing strategy can help to Movenpick hotel Doha Qatar in improving the
business growth and performance
According to your view which marketing strategy can help to
Movenpick hotel Doha Qatar in improving the business growth and
performance? Frequency
Use proper keywords on the platform 5
Use effective content on the social media 6
40
Yes No
0
2
4
6
8
10
12
14
16
18
Frequency

Regular updates on the channels 7
Proper investment 2
Use proper keywords on the
platform
Use effective content on the
social media
Regular updates on the
channels
Proper investment
Interpretation and analysis: This section stated that marketing strategy can help to the
Movenpick hotel Doha Qatar in improving the business growth and performance. The major
objective of this question in the survey is to analyse that which marketing strategy can help to
the company in improving business growth and performance. In the survey from the collected
data it has been analysed that many of the respondents said that company should regular update
about the product and services on the social media marketing channels like Facebook, twitter,
you tube etc. From the survey it has been analysed that from 20 managers, 7 managers said that
regular updates on the channel is the best social media marketing strategy by which company
can improve its business growth and performance. On the other hand 6 managers said that by use
of effective content on the social media channels, company can able to improve its business
performance and growth in the market. In addition to this, 5 managers in the survey said that
company should use proper keyword on the platform by which it can able to improve its growth
and performance. Thus, from the collected data it can be said that most of the respondent said
41

that company should maintain and update its information about the product and services on the
social media by which it can improve its performance and sales in the market.
Theme 13: Company should improve its existing practices of marketing through which it can
improve its business growth and performance
Do you think that company should improve its existing practices
of marketing through which it can improve its business growth
and performance? Frequency
Yes 18
No 2
Yes
No
Interpretation and analysis: The major reason for asking this question in the survey is to
investigate that do there is any requirement to improve the existing marketing practices and
tactics of the Movenpick hotel Doha Qatar. In the survey of 20 managers of the cited venture, it
42

has been analysed that Movenpick hotel Doha Qatar should have required to improve its existing
marketing practices and tactics through which it can able to enhance its existing performance
and sales in the market. Many of the respondents in the organisation have said that company
should improve its existing practices and tactics of the marketing by which it can improve its
business growth and performance. In the survey 18 managers said that Movenpick hotel Doha
Qatar should improve its existing practices of marketing through which it can improve its
business growth and performance. On the other hand, only 2 managers said that there is not any
requirement to improve its existing practices of marketing through which it can improve its
business growth and performance. Thus, it can be said that many of the managers said that there
is requirement to improve marketing practices in the Movenpick hotel Doha Qatar.
43

5 CONCLUSION AND RECOMMENDATION
5.1 Theoretical implication
From the literature review, it can be concluded that marketing tactics plays very
significant role in the performance of organisation. It has become major part for every
organisation to promote their brand and their products or services, getting connected and having
communication with the customers and generating awareness in the mind of target market. It
helps the venture to create brand loyalty and customers satisfaction. If the organisation use
proper marketing techniques, they will have positive impact over the target market and if they
are not effective while selecting proper techniques and tactics of marketing, their brand image
will spoil and this will ultimately reduce in performance and profitability of the venture (Serrat,
2017). From this dissertation, it has been analysed that there are several marketing tactics which
helps the firm to acquire large target market such as social media marketing, digital
advertisement, TV and radio publicity, sales promotion etc. The major strategy which is being
focus in this dissertation is social media advertisement, which is very much impressive
marketing tactics which helps the researcher and organisation to solve their problem. Once the
venue have implement social media marketing in effective way, they can connect to large target
market and ultimately it will have great positive impact over the performance and productivity of
the venture (Carrigan, 2005).
It has been evaluated and analysed from the dissertation that marketing have great impact
on several aspects of the organisation internally and externally. Which the helps of effective
marketing tactics, venture can gain competitive advantage which helps them be renown brand.
From this dissertation, marketer have understood the importance of marketing tactics and how it
helps the venture to enhance the performance of venture. Researcher have keep major focus on
social media marketing as marketing tactics and how it is important for the venture to create
brand image (Czinkota and Ronkainen, 2012). The dissertation includes different social media
platforms such as Facebook, Twitter, Instagram etc. which have beneficial for both customers
and organisation. With the help of social media platforms, venture can collect information about
the customers needs, choices, preferences, taste, demand, expectation, their tends etc. On the
other hand, customers can also collect information about the different, they can compare some
products of different brand on the basis of price, quality, quantity, promotions etc. to make
effective decision for their purchase. There are several brands that ate available on the internet
44

and due to this competition is increasing day by day. More the attractive promotion made by the
venture, they will able to generate more leads and this is how they can get competitive advantage
(Edwards, 2008).
On the other hand Movenpick hotel Doha Qatar is facing problem related to sales, their
sales is decreasing day and day and this have very bad impact over the performance of the
venture. The dissertation includes several reasons why the sales of the venture have been
decreasing. The key reason behind reduce in sales is competition. The firm is facing very high
competition in the market and it has negative impact. As competition have several negative
aspect such as price setting, focus on competitors only, creation of war between competitors. The
venture have to set their price according to the competitors, and if they do not adopt this strategy,
they will lose their target market (Efthymios, and Folinas, 2016). Other than that when the firm
is facing high level of competition, they only make those strategies which helps them to gain
competitive advantages rather than they are not keeping their focus on customers. They first
need to identify the needs and wants of the customers, then they focus on other factors. Other
than that the key factors that impact on sales of venture is the venture is not using appropriate
techniques. They are not aware about the different platforms of social media marketing.
The different benefits of social media marketing are proper connection with target
markets, create awareness of the brand, communication with the customers, collecting
information about the customers, gaining competitive advantage etc. Thus, it shows that social
media have grate impact over the performance of venture (Hall, 2014).
5.2 Managerial implication
From this dissertation it has recommended to the organisation to know the importance of
marketing tactics. The recommendation are as follows:
 The venture should use different marketing tactics such as social media advertisement,
sales promotion, web publicity, TV and radio advertisement, digital marketing such as
search engine optimisation, pay per click, content writing etc.
 The firm should know the importance of social media marketing with that they need to
be aware about different platforms of social media marketing such as Facebook, Twitter,
Instagram, Pinterest etc.
45

 The organisation must select the appropriate tactics of marketing and social media
platform after proper internal and external analysis so that they can choose the best way
to promote their brand.
 The venture should focus on content wring and search engine optimisation because this is
the most optimum strategies by which venture can attract large customers and enhance
their sales.
 The firm need to display innovative advertisement and create proper marketing
campaigns which attractive keywords so that they can able to sell their products with
different promotion strategies.
From this entire research study it has been concluded that Social media marketing plays very
significant role in the hospitality industry, as it is service sector, they do not have ant products
which helps them to attract and retain customers with the helps of products. They need to focus
on serve best and attractive services which helps them to create brand. Other than that marketing
is the key factor which support them to retain their loyal customers and attract new customers. In
order to attract and retain them, their need and wants should be catered properly. It has been also
concluded that With that the dissertation shows that social media have great impact over the
performance of the venture because it is the way by which cent can connect to customers and
have effective communication. Social media marketing have several benefits over the
performance of the organisation, they can gather information about the customers. By implement
social media technique within the organisation, company can share its information about
product and services to its customer and get their review and feedbacks. Thus it can be
concluded that social media helps to the company in get touch with customer and inform them
about the product and services.
Information is very important to identify likes and dislikes of customers, which can be collected
with the helps of different social media platforms. They should use different social media
platforms such as Facebook, twitter, Instagram etc. to collect information about the customers.
They should use google analytic to analyse and evaluate the information about the customers,
this will help them find the exact needs and wants of the customers. Other than that organisation
46

should use different and innovative marketing campaigns which helps them to attract more
customers.
Organisation should use attractive keywords which they think that the customers used to
search. They need to use proper keywords in their marketing campaigns which helps them to
generate leads and attract large traffic on their advertisement. Other than that they should display
different variety of products and services on the different social media platforms so that variety
lover can be attracted. Other than that they must communicate with their target market on regular
basis, by which customer can think that they are important for the organisation. Proper
investment is also important, they need to analyse all the platforms of social media as well as
find that which platform will be cost benefits and at which platform most of the customers visit.
This will help them to take effective and efficient decision related for selecting the best way to
promote their product with the help of social media platform.
5.3 Researcher limitations
It is also another major aspect of the researcher methodology, as per this, there are
several factors that can affect the researcher to do investigation. In order to conduct the research,
there are several factors that can affect the researcher. The key factor is time, which is major
limitation in this dissertation.
 Time is key element which helps the investigator to collect the all the information in
proper way, but the researcher do not have proper time to accomplish different activities
in the research. In order to reduce the problems which are occurring due to less time,
researcher have taken various measures.
 Other than that monetary resources is another major factor which is included in the
limitation of the study, researcher do not have appropriate fund in order to complete the
study. There are several activities which is included in the study such as conduct of
survey, printing questionnaire, internet expenditure etc. Thus researcher require proper
fund in order to conduct the research and different activities included in the investigation.
Due to insufficient fund, researcher faced lots of problems. In order to manage time to
conduct the investigation, scholar have used giant chart technique which helps him
arrange all the activities in proper time frame.
47

 Other than that it was not easy task for researcher to collect the information from the
respondent because there was some personal information taken by the researcher. Thus,
researcher was very polite while collecting responds in order to solve the problem.
48

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Appendix
Questionnaire
1 From how many years you are working within the Movenpick hotel Doha Qatar?
 From last year
 From 2 year
 3 to 5 year
 5 year above
2 Do you understand the meaning and concept of the social media marketing?
 Yes
 No
3 Do you agree that social media marketing assist company in improving its sales and
performance?
 Strongly agree
 Agree
 Disagree
 Strongly disagree
4 What is the basic reason through which sales of the Movenpick hotel Doha Qatar has been
decreased?
 Poor marketing practices and tactics
 Huge competition
 Ineffective policies and practices
 Other
5 Do you agree that social media marketing can enhance the sales and profitability of the
business enterprise?
 Strongly agree
 Agree
 Disagree
 Strongly disagree
6 Do you think that social media marketing help to the company in attracting the new
55

customers?
 Yes
 No
7 Do you agree that marketing assist to the company in promoting and advertising the product
and services in the market?
 Strongly agree
 Agree
 Disagree
 Strongly disagree
8 Do you think that Movenpick hotel Doha Qatar has faced the poor performance die to the
lack of effective marketing tactics?
 Yes
 No
9 Which channel of social media marketing used mostly in the business sector?
 Facebook
 Twitter
 You Tube
 Other
10 Do you think that cited venture should improve its marketing by help of social media
marketing tactics?
 Strongly agree
 Agree
 Disagree
 Strongly disagree
11 Do you think that there is direct relationship between the social media marketing and
business growth?
 Yes
 No
12 According to your view which marketing strategy can help to Movenpick hotel Doha Qatar
in improving the business growth and performance?
 Use proper keywords on the platform
56

 Use effective content on the social media
 Regular updates on the channels
 Proper investment
13 Do you think that company should improve its existing practices of marketing through
which it can improve its business growth and performance?
 Yes
 No
57