Analyzing Qbic Hotel Opportunities for Expansion using Digital Marketing

This report analyzes the opportunities for Qbic Hotel to expand into new locations using digital marketing. It examines the impact of digital marketing on business expansion and identifies growth opportunities in a competitive environment.

Entrepreneurial Project
1

EXECUTIVE SUMMARY
It has summarized about the concept of digital marketing that mainly useful for business
expansion in other countries. This report is based on the analysis for looking for Qbic hotel
opportunities to open new locations by using digital marketing. It has generated with the
expansion of business for creating the opportunities to open hotel in new location such as
Liverpool. It has analysis the external situational and condition of business where how it will
help for expanding the business opportunity for various entrepreneurs which can invest and run a
business in Liverpool. It has developed strategies for planning that must be carried out before
outsourcing. Ways of digital marketing can be must be enhanced to like a proper layout must be
planned to step into a digital market.
2

Contents
Organisational overview..................................................................................................................4
RESEARCH METHODOLGY.......................................................................................................7
LITERARTURE REVIEW.............................................................................................................8
ANALYSIS....................................................................................................................................11
DISCUSSION................................................................................................................................18
CONCLUSION..............................................................................................................................18
RECOMMENDATION.................................................................................................................19
REFERENCES..............................................................................................................................20
3

Topic: To analyze the looking for Qbic hotel opportunities to open new locations by using
digital marketing. A case study on Qbic Hotel expansion
Organisational overview
Business opportunities can be defined as if a business expands, there is a need of workers as
well as concept of digital marketing that fulfill the requirements of Qbic hotel. It is generated
with the expansion of business for creating the opportunities to open hotel in new location such
as Liverpool. It can be an expansion of a unit or a whole group which can be expanded which
created a business opportunity for various entrepreneurs which can invest and run a business in
Liverpool. Franchise is an example of business opportunity. Generating business opportunities
and selling at a considerable rate. It also used digital marketing because many customers are not
directly used the services if we have opened new locations, they always want to see the values of
services through digital marketing concepts. In this way, it has considered great opportunities for
improving business growth and development in Liverpool. There are various types of digital
marketing technique applicable in the business to increase the opportunities such as online
website, mobile applications etc. these are digital marketing distributed channels that help for
sharing the information of product and services to potential consumers.
Qbic Hotel is a London based Hotel which is widespread all over UK. It is a small enterprise
which have the opportunities to flourish. Its net worth cost around £1.2 million. It is an economic
brand which are best suited for the business class as the facilities targets the business class
sector. The Qbic hotel has expanding their business in new location of Liverpool by using digital
marketing because its great opportunities for Qbic hotel to open new restaurants within people
different locations of Liverpool.
This study includes research done on various growth opportunities carried which includes
objectives of research, research questions, research methodologies, literature review about the
topic, analysis and conclusion providing the outcomes which can help researcher for the
developing and creating a job opportunities, which help in the growth and development of Qbic
hotel in Liverpool. In this way, it become easy for Qbic hotel to interact with consumer by using
digital marketing for providing various type of product and services.
4

Research Significance
This research is carried out with the objective to create a business opportunity for the young
entrepreneurs which are ready to work enthusiastically which help in the growth of the firm as
they increase in share. Research is carried out to evaluate the paradigms which are required in
creating the job opportunities and business opportunities which can help in maintaining and
flourishing the business. Research will help in the development of the strategy which will help
the entrepreneur to grow with the strategy and provide a smooth functioning of the organization
by implementation of strategies and providing the results. Research is carried out to evaluate the
key results and provide a salient working of the organization to provide a significant growth to
the organization.
Research Rationale
This research will bring the changes in the digital marketing that must flourish of the
business by creating a business opportunity to open new location. This can help young
entrepreneurs to enter the business and create an employment opportunity for others in the
organizational context. This research will be carried out with the aim to eliminate the risk of the
organization by identifying the threats and opportunities. Research helps in evaluating the impact
of digital marketing on the Qbic hotel which can help to strategies for a long-term objective.
Various factors of digital marketing which are affecting the growth of the organization. Research
helps in identifying threats and challenges which can be overcome using various strategies which
can help in development of the firm and elimination of risks which can help in generation of
employment opportunities which can help in growth of the organization which will help in
generating opportunities to open hotel with other locations and helps in expansion (Camic,
Rhodes and Yardley, 2018).
Aim: To analyse the looking for Qbic hotel opportunities to open new locations in Liverpool by
using digital marketing. A case study on Qbic Hotel expansion.
Objectives
 To determine the impact of digital marketing on business expansion plans.
 To identify growth opportunities for a business in competitive environment.
5

Research Questions
 What is impact of digital marketing on business during expansion?
 What growth opportunities are available for businesses in this challenging environment?
6

RESEARCH METHODOLGY
Research Methodology carried out on Hotel Qbic with the aim for the evaluating the
possible outcomes for the development of the digital market approach to be implemented on the
hotel Qbic for the development and advancement of the hotel.
Secondary research is carried out which consists of the data which are collected through
various websites which are authentic which consists of information of the past of Qbic hotel
which aims for the development of the research this data are collected through sites which
consists of the information about the hotel which can be evaluated and carried out the research
on the data generated. This aims for the generation of the information for the research, various
online data and research papers are evaluated with the specific evaluation of data to be carried
out for the research analysis.
Frameworks and procedures can be preferably evaluated using scholars and the analysis
of data of various authors which provides the data base to evaluate out the research on Digital
marketing in the expansion of the market for Qbic hotel. As in this design the scholar emphasis
on providing description of the situations of the research study. Detailed study about the creating
the business opportunities and the opportunities available for the expansion of the business
which can be carried out by the research done with the all round context.
The analysis of the data is carried out for the evaluate the research using various
pragmatism, realism and interpretism in its study, according to the nature and methodology used
for the research, as the philosophy of research reflects on the assumptions of the researcher and
further provide the base for the strategy of the research. This study aims for the generation of
various researches used for the development of the technological update using the specific tools
used to carry out the research and help in the evaluation of the specific techniques used for the
development of the change and advancement of technology. Generation of various opportunities
for the development the research is carried out to evaluate specific results.
Data evaluated out for the above research is genuine and aims for the development of
Qbic Hotel. Conceptual innovation idea is evaluated with the research. Above study carried
consists of real facts and figures.
Statistical Data for Qbic Hotel
Variables Co-operation Hotel Reits T-value
cash 80 280 4.28
7

EBITDA 190 370 3.9
Investment 290 165 -4.83
Aquistition
Expanditure
58 375 6
Total Assets 2506 4900 5.5
Market Value 2606.00% 3000 1.5
Leverage 53.00% 55.00% 0.25
Tobin'sQ 7.82 2.3 -5
Institutional Investor
Percentage
7.00% 13.00% 2.2
LITERARTURE REVIEW
Theme: 1 impact of digital marketing on business during expansion
According to Alam, Wang and Waheed (2019) digital marketing is based on the
conceptual innovative idea that place in the world, but they can create opportunities for
organization to improve the profitability and productivity in marketplace. It is incredible
experience of individual that influence the people. It is mainly affecting on the consumers
purchase power, habit and interactions. The business should have grasp on utilising the digital
universe which increase the brand image and awareness among people. it became easier for
expanding business in global marketplace. It offering the efficient opportunities for people that
easily connect with the business and see the content on regular basis. It is great opportunities to
business for emerging the digital marketing in global world for purpose of business expansion.
As per DiezMartin, BlancoGonzalez and PradoRoman (2019). It can be found that there
are 3 billion of people, who always used the social networking website in daily so that it become
easy for organization to connect with the people through digital marketing. It will use the
different type of distributed channel that share information or data to the customers. In this way,
8

many people are likely following the company brand. Therefore, it is clearly understanding the
digital media help to utilise for boosting the brand image along with other activities that
beneficial for business growth and development.
Durai and King (2019) said that there are different types of marketing applicable in the
business such as digital marketing and traditional marketing. The digital marketing preferences
and usefulness for consumers is higher because it is easy to provide the information about the
product and services. In this way, it is highlighting the online customer satisfaction level due to
digital marketing. This will help for expanding business in other countries by using digital
distribution channel that uses for marketing. According to Forcadell and Aracil (2019) The
business has been shifts towards the digital marketing due to market trends because a wide range
of services that marketers has offered the better quality of services. Over the world, a large
number of people are using the internet services for growing exponentially. In this way, it
examines the success of digital marketing according to the perspective of consumers.
9

Theme: 2 To identify growth opportunities for a business in competitive environment.
According to Montgomery and et.al. (2019) Digital marketing is the best ways to
promote the good and services in global marketplace. It is considered the most powerful terms
that can help to improve economic condition and also create the business opportunities for
purpose of expansion. It is emerging technology for growing the business while changing the
marketing condition dynamically. In order to implement digital marketing in business which
needed to improve contents such as navigation, accessibility. On the other hand, social media is
another popular channel for the purpose of digital marketing that establish the connection
between one or more people. Sometimes, it has increased the traffic on website which return into
increases the visibility of marketing.
Niculescu, Dumitriu-Purdescu and Popescu (2019) Many marketing professional must
understand the social marketing campaigns and programs that implement in the business to
increase the performance or efficiency. As dynamic market all over the world has been changing
the relation to audience due to usage of social media and accessibility. It is very important part of
strategic approach that are adopted in the business marketing interaction plan. As per
GalindoMartín, CastañoMartínez and MéndezPicazo (2019) In competitive environment, the
business in the digital age that will increase unique challenges along with it. Unfortunately,
business face struggle with establishing the strong online presence. Sometimes, it cannot afford
to fall in short term. It is obvious thing to the organization for establishing the business in digital
market and decided to create online presence so as it easily open new hotel in other locations.
Sarquis and et.al. (2019) dynamic blogs are important tool for digital marketing that has
been successfully impact on the organization sales, production especially when the consumer can
read the views and comments of other people. For enterprises, online review is worked in
effectively which influence the decision of other consumers. In this way, it can be determined
that online marketing is becoming more efficient that influence the technique of communication.
As per Liu, Perry and Gadzinski (2019) marketing website contain the information about
the product and services that is targeted the buyers, who can attract towards the services. If the
business run the continue publication for blogs, records, videos on digital marketing channels.
On the other hand, it will face the challenge related the involvement of professional, who will
create content for people, it can be increased lot of burden for business team, hire an efficient
agency to take care of content details as per needs. In context of competitive environment, it
10

useful for increasing growth opportunities and create digital environment to understand the need
of consumer through market research concepts.
The organization has faced the challenges due to competitive environment in global
world so that it being great idea of targeting potential audience, who are always used the digital
marketing tool to search details about services. In this way, it helps for increasing opportunities
and also understand the requirement of customer. it will build an effective marketing strategy to
target the potential consumers in global world.
ANALYSIS
For data analysis of the research, it can be used secondary research analysis that collect or
gather the information through qualitative method. It is mainly identifying the information or
data related to the research questions.
Situational analysis for Qbic hotel
As per analysis of resources within Qbic hotel that required to merge with the other
business those who will adopt new digital marketing that help for increasing the business
opportunities and expansion. Qbic hotel is providing the different type of food services but it can
face many challenges in market (Alam, Wang and Waheed, 2019). It is highly inspiring with the
new technology that easily keep record all information in proper manner. It is required to
implement new digital marketing channel for sharing information.
The evidence of new innovative Business is possible to use new technique or method that
can improve the services such as ERP system to record the details of guest during check in/check
out.
The Founder of organization always influence the other employee regarding business
growth and development. sometimes, it also faced many problems regarding decision making. It
has been increased the risk of trust between employee and founder.
Apart from that it can be analysed overall strength and weakness of Qbic hotel by using
analytical framework of “TOWS”. It is based on the acronym for opportunities, threats, strength
and weakness. In this way, it easily examines the overall internal opportunities of Qbic hotel in
other nation.
11

TOWS Matrix
Strength:
 Qbic hotel provide special
services and safe
accommodation for guest.
(personalised services)
 The hotel is mainly
contributing to local economy.
Weakness:
 Qbic hotel is becoming high price because
they are increasing profitability so rate is
higher than other.
 It is based on small enterprise so that exists
unfair tax structure which turn into high.
Opportunities:
 Qbic hotel uses advancement
of digital marketing
technology for inspiring
potential consumers.
(facebook, twiteer)
SO Strategies
 Potentially Qbic
hotel expansion
business through
techniques.
 It provides
advertisement for
purpose of
promotions.
WO Strategies
 Qbic always
improved and
upgrade quality
of services.
 It also conducting
training session
of employee.
Threat:
 Qbic hotel faced problem
regarding higher competition
level in market.
 The Qbic hotel is also still
reeling back from the world
recession.
ST Strategies
 Qbic hotel
establish the
security and
privacy.
 It also maintained
the personal details
of consumers.
WT Strategies
 Qbic hotel
promotes the
organization
image and
enhance in global
market.
Table:1
12

External Market analysis
Digital marketing is the emerging opportunities for Qbic hotel to expand their business in
other location and also increase the brand image, reputation in global world. it can use the
PESTLE analysis to identify the opportunities in market of Qbic hotel that establish business
across the world (Durai and King, 2019). In this way, UK government also supports the hotel
industry to minimize rate of taxes so that many people can invest money to develop their own
business. As per external analysis, it made a plan for expanding the Qbic hotel branches in other
countries.
 Political Factor: It plays important role in the emerging opportunities of business
because it changes hotel industry due to the government, where they can take lot of
decision related growth of industry and expansion but in most of cases it increases the
conflict between people. people. A country’s political environment is the most
predictable element for Qbic hotel which keep in mind that lack of political stability. It
may hinder the enterprises operations that affects on the appeal for local markets. For
Example- Qbic hotel always changing their business processes for increasing the demand
in market but political confliction among employee increases problem which directly
affects on the decision-making process within hotel.
 Economic Factor: It cannot be undermined the business world which may including the
interest rate, exchange rate and interest rate. As per Qbic hotel, it is considered as prime
indication that may generate profit rate.
 Environmental Factor: In terms of environmental factors, it can be used another tool to
identify threat of new business establishment in global marketplace. Porter’s Five Forces
is the most efficient analysis framework that can understand the requirement of existing
business and understand the preference of consumers. Qbic hotel is analyzing the
business environment where identify their positive and negative impact on the business
activities. For Example- A long-term environmental impact on Qbic hotel that could
increase the cost or price by efforts to use green house gases.
 Social Factor: The social factors impact on the demand and services of Qbic hotel in
market because customers are always chosen various type of options that provided by
organization. For Example- It is individual bedrooms that are preferred. The social factor
13

makes the future look very good for Qbic hotel because large number of people planned
to travel which increased by 13% 2013-2014.
14

 Technological Factor: Technology is another factor that can use in the hotel industry to
increase the viability. It helps to meet all need and requirement of consumers, staff
members. In this way, it is utilizing the modern technology to achieve the customer
satisfaction. It is the considered the great external factor that would impact on the hotel
where Qbic hotel uses the innovative technique like digital marketing for targeting large
number of potential employees who will use online platform. For Example- Qbic hotel is
used the online platform for sharing information from one place to another. In attracting
more customer without other countries.
15

Analysis opportunities
Analysing opportunities of Qbic hotel is to adopt digital marketing technique for
improving growth of business in other location while Government is also making the plan to
increase the business opportunities, where it has used the digital concept to enhance the
capabilities and abilities. It also improved the foreign trade to increase the reputation in
marketplace (Forcadell and Aracil, 2019). According to pestle analysis, it has found that business
need and requirement that will help for expanding the business in other nations. It can be
determined that overall political, economic and environmental factors which impact on the
organization. In context of technological factor, Qbic hotel is implementing the emerging digital
technology to interact with the people, who will use the digital channel. It is an efficient tool to
build a strong relationship between management and employees.
Strategic analysis
In context of strategic analysis, it can be determined the different type of strategies that
support the business demand and also understand the continuous risk for changing the customer
preferences. In this way, it will increase the opportunity of business that can try to enter in new
market and try to expand their business.
In other ways, Qbic hotel face the issues related the seasonal risk in the enterprises along
with change the demand of consumers. In this way, there are new entrants establish their
business in the market to develop high competition level (Bolat and Madichie, 2019). The hotel
has used the social and ethical responsibilities to fulfil their corporate responsibility and handle
the sustainable management. The hotel can be implemented the strategies to acquire understand
the growth and development opportunities in global world.
Strategies for growth
The Qbic hotel is a based on the small business that is located in the London. The
organization is expanding their business across the world. As per secondary analysing, it has
been analysed both that there are lot of competitors exits in the market, which exists advantage
and disadvantage to develop the business. In this way, the organization has been recommended
to use an effective strategy that help for increasing the growing opportunities. In this report, it is
analysing the opportunities of business expansion. It may include different strategies for growth
such as market led, research les and Partnerships and alliances strategies in the business
expansion.
16

17

Market led approaches
The Qbic hotel is mainly used the yield management that can include to provide the
better room facilities to right time. it will help for improving the good impression In front of
consumers. On the other hand, the organization should be developing the variable price
strategy that will change the preferences of people (Wu and Park, 2019).
It can be implemented the digital marketing concept to understand the need of consumers,
they provide the discounts, offers so that they were attracted towards the services. A sale led
business tends to produce the best products and services, this attempt is to target the large
number of people by using digital marketing techniques. It often to use the approach in order to
increase the profitability rate in global market. For Example- Digital marketing adopted by Qbic
hotel which increasing the sales rate because many customers attract towards distribution
channels for acquiring information or data.
Resources led approaches
During the expansion of Qbic enterprise that need to understand the essential resource
which driven the organizational benefits. It should capture of gain the perfect vision that tend to
develop the sustainable enterprises practices (Montgomery and et.al., 2019).
On the other hand, the Qbic hotel has responsibilities to identify the suitable resources
which increase the demand of business in global market. Qbic hotel provide the training session
to their employee so that they can easily acquire all the capabilities and operate the digital
devices in proper manner. In overall manner, it can improve the performance and efficiency of
business which directly increase the profit rate. In context of emerging opportunities, digital
marketing is an advanced technique or method that influence the business process, product and
services.
Partnerships and alliances
A strategic alliances partnership is based on the process in terms of legal matters where
agency and other corporate affiliate create relationship between them. It provides the benefits of
Qbic hotel in terms of increasing individual efforts for business expansion with other country.
The pros is to manage overall services and developing a good relationship as a partnership. Cons
is a complex process for used proper legal agreement.
In another ways, Qbic hotel is expanding their business that can use Joint venture and
Franchising. It provides permission of hotel to open new branches in other country so as hotel
18

might be used digital marketing strategy to promote the goods and services across world
(Montgomery and et.al., 2019). Under the joint venture, the organization has been successfully
done partnership between parties. Afterwards, it is also implementing the proper legislation
which help for maintain and control the foreign trade.
Risk Analysis
Qbic hotel is analysing risk where it can be focused on the ability to produce the overall
infrastructure of hotel in other nation. It must be required to considered different systematic
process such as planning, decision-making, rules and regulations, performance management,
reward and recognitions etc.
Limitations of the research
The limitation of research is to find out the duties and customs of people which
increasing conflict between employee within organization. Language barriers, cultural
differences are another threat that will increase weakness and also considered as a limitation
within business expansion in global marketplace.
19

DISCUSSION
In above discussion, it can be seen that digital marketing impact on the hotel industry
where it also considered as a source of business expansions. It is especially impact on the young
generation peoples, who always integrated with the social media channel. Sometimes, they also
taking some decision by checking the services. It has been found that digital marketing is
backbone of business expansion and great opportunities to increase the profitability in global
marketplace.
By emerging of digital marketing, hotel industry has been changing their business styles
while growing the demand of technical knowledge. In fact, it is critical point that combine with
the application of content and costs. Furthermore, it is an open door for other competitors to
adopt the new techniques.
As per reviews, digital marketing shows the efficient work that has been affecting on the
global world. Nowadays, many consumers are used the internet to know about the product and
services that offered by hotel. In the scenario, it is the most important preferences of consumers
to take services by online medium. The digital marketing will increase growth opportunities for
Qbic hotel to open new hotel into other country.
CONCLUSION
From the above study it can be concluded that various approaches which are discussed that
help for generating the business opportunities and also evaluating multiple techniques in terms of
growth and development of business. Evaluation of various techniques which can help the
organisation to generate its various techniques for the data interpretation and carrying out results
which can be helpful for the growth strategy of the firm.
In concluded that Research methodology carried out gives the static view of collection of
data by various means, designing a research layout which is used in the evaluation of growth
opportunity of the organization. Determining the impact of digital marketing which gives a
strategy to overcome and implement the new strategies to gain profitability in the market.
Identifying the challenges faced by the Qbic hotel and the challenges faced by them, it provides
various strategies to overcome those barriers and to implement a changed which can improve the
efficiency of the Hotel. Explaining the ways in which digital marketing can help in the growth of
business and address a fair functioning of the Hotel Qbic.
20

RECOMMENDATION
As the organization focuses on the digital marketing, they must focus on providing the
training program as the marketing strategy needs to be specific with the task to be carried out. the
training procedure must be fulfilled to the staff members for the use of digital platform which
can give a proper specification to the use of digital platform which can help in the digital
marketing. The strategy generated must be as per the sector which we are focusing and must
provide an effect to the Hotel. Proper training and strategic planning must be carried out before
outsourcing. A detailed study must be carried out which must consider pros and cons which must
be planned to give out result. Ways of digital marketing can be must be enhanced to like a proper
layout must be planned to step into a digital market.
21

REFERENCES
Book and Journals
Alam, M.S.A., Wang, D. and Waheed, A., 2019. Impact of Digital Marketing on Consumers'
Impulsive Online Buying Tendencies With Intervening Effect of Gender and Education:
B2C Emerging Promotional Tools. International Journal of Enterprise Information
Systems (IJEIS). 15(3). pp.44-59.
Camic, P.M., Rhodes, J.E. and Yardley, L.E., 2018. Qualitative research in psychology:
Expanding perspectives in methodology and design. American Psychological
Association.
Christensen, L.B. and Waraczynski, M.A., 2015. Experimental methodology. Boston: Allyn and
Bacon.
Diez-Martin, F., Blanco-Gonzalez, A. and Prado-Roman, C., 2019. Research Challenges in
Digital Marketing: Sustainability. Sustainability. 11(10). p.2839.
Durai, T. and King, R., 2019. Impact of Digital Marketing on the Growth of
Consumerism. Available at SSRN 3344421.
Forcadell, F.J. and Aracil, E., 2019. Can multinational companies foster institutional change and
sustainable development in emerging countries? A case study. Business Strategy &
Development. 2(2). pp.91-105.
Galindo-Martín, M.Á., Castaño-Martínez, M.S. and Méndez-Picazo, M.T., 2019. Digital
transformation, digital dividends and entrepreneurship: A quantitative analysis. Journal
of Business Research, 101, pp.522-527.
Kothari, C.R., 2014. Research methodology: Methods and techniques. New Age International.
Liu, S., Perry, P. and Gadzinski, G., 2019. The implications of digital marketing on WeChat for
luxury fashion brands in China. Journal of Brand Management. 26(4). pp.395-409.
Mackenzie, N. and Knipe, S., 2006. Research dilemmas: Paradigms, methods and
methodology. Issues in educational research. 16(2). pp.193-205.
Marczyk, G., DeMatteo, D. and Festinger, D., 2015. Essentials of research design and
methodology. John Wiley & Sons Inc.
Montgomery, K. and et.al., 2019. Big Data and the transformation of food and beverage
marketing: undermining efforts to reduce obesity?. Critical Public Health. 29(1). pp.110-
117.
22

Newman, I., Benz, C.R. and Ridenour, C.S., 2016. Qualitative-quantitative research
methodology: Exploring the interactive continuum. SIU Press.
Niculescu, A., Dumitriu, D., Purdescu, C. and Popescu, M.A.M., 2019. Enhancing Brand Value
of Modern Organizations through Digital Marketing Tools and Techniques: A Study on
Top Ten Romanian Companies. TEM Journal. pp.171-181.
Sarquis, A.B. and et.al., 2019. AN ANALYSIS OF THE INTERNATIONAL SCIENTIFIC
PRODUCTION ON CONTEMPORARY MARKETING PRACTICES. Revista
Pensamento Contemporâneo em Administração. 13(1). pp.100-122.
Taura, N.D., Bolat, E. and Madichie, N.O. eds., 2019. Digital Entrepreneurship in Sub-Saharan
Africa: Challenges, Opportunities and Prospects. Springer.
Wu, J. and Park, S.H., 2019. The role of international institutional complexity on emerging
market multinational companies’ innovation. Global Strategy Journal.
23

24