Impact of Digital Marketing on Multinational Companies

Entrepreneurial Project
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Contents
INTRODUCTION...........................................................................................................................3
RESEARCH METHODOLGY.......................................................................................................5
LITERARTURE REVIEW.............................................................................................................9
ANALYSIS....................................................................................................................................11
DISCUSSION................................................................................................................................15
CONCLUSION..............................................................................................................................15
RECOMMENDATION.................................................................................................................16
REFERENCES..............................................................................................................................17
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Topic:
To analyze the impact of digital marketing on multinational companies for emerging business
opportunities. A case study on Qbic Hotel.
INTRODUCTION
Business opportunities can be defined as if a business expands there is a need of workers to
fulfill the requirements of the organization. Business opportunities is generated with the
expansion of business creating the job and business opportunities. It can be a expansion of a unit
or a whole group which can be expanded which created a business opportunities for various
entrepreneurs which can invest and run a business. Franchise is an example of business
opportunity. Generating business opportunities and selling at a considerable rate.
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.
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 opportunity which help in the growth and development of the
organization.
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.
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Rationale
This research is done to bring about the change in the strategic approach and the
flourishing of the business by creating a business opportunity so as to spread the organization.
This can help young entrepreneurs to enter the business and create an employment opportunity
for others in the organizational context. This research is done 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 organization 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 job opportunities and helps in expansion(Camic, Rhodes and
Yardley, 2018).
Aim: To analyze the impact of digital marketing on the multinational companies for emerging
the business opportunities. A case study on Qbic Hotel.
Objective
 The objective is “To determine the impact of digital marketing on organization” that can
identify the impacts, when digital marketing applicable in the business operations. it is
another source for emerging the business opportunities in global marketplace.
 To identify the Threats and challenges faced by Qbic hotel in meeting the requirement of
business, it can be determined the challenges during business operations and functions.
 To recommended ways in which digital marketing benefit Qbic hotel, it states to
understand the recommendation that can implement in the business to increase the growth
in global world.
Research Questions
 What is impact of digital marketing on business?
 What are threats and challenges faced by Qbic hotel in meeting the need of business?
 What are recommendation ways in which digital marketing beneficial for Qbic hotel?
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RESEARCH METHODOLGY
Research Methodology is a general strategy which aims to pursue the research. It is a
systematic analysis of the techniques and methods which is applied to research study and
evaluating the possible outcomes. Research methodology is a specific techniques or procedures
which is used by the researchers to analyze the information of its aim to be researched.
Methodologies which can be used by research are:- qualitative research, quantitative research,
problem oriented and problem solving research.
Research type
Research are mainly of two types that is: quantitative and qualitative research.
Quantitative research methods mainly insists on the statistical and numerical data analysis,
measures the objectives of the research. In this method, data are collected by the researchers
through field surveys, questions and also through manipulating and influencing the mathematical
data which are already in the existence by using the different techniques of computation and
tabular charts.
Research design
It can be explained as framework of procedures and methods which is preferred by the
scholars, in order to handle the research problem efficiently by combining the different elements
and factors of the research in fairly sensible manner. To reduce the possibility of errors and
misconception in research, the researcher have to choose the most appropriate type of research
design according to the nature of the study and research methodology. There are broadly two
kinds of research design is followed to conduct the research that is: qualitative and quantitative
research design(Marczyk, DeMatteo and Festinger, 2015).
For the present research study, descriptive research design has been used by the scholar.
As in this design the scholar emphasis on providing description of the situations of the research
study. In this descriptive research methodology for topic 'emerging business opportunity' is
carried out as it provides detailed study about the creating the business opportunities which can
be carried out by the research done with the all round context.
Research approach
Qualitative research method is a methods in which the nature of the collected data is non-
statistic. In this method the research study is based on certain theories and concepts. This method
is more reliable in comparison to quantitative research method, as it supports the investigated
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situations with deep understanding. This method is generally applied on small sample which
makes the research analysis less time consuming. The results of this study cannot be used on the
wider context(Christensen and Waraczynski, 2015).
Research Philosophy
It is a part of research methodology which plays an important role in the research study of
the researcher. It refers to the knowledge development which is adopted by the researchers in its
research study. Research philosophy is a theory which provide directions to the scholars or
researcher about the collection and analysis of data. To conduct the research, a researcher can
follow the different kinds of research philosophy such as:- pragmatism, realism and
interpretivism 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.
For present research study, the researcher uses the interpretivism philosophy to analyze
the effect . Researcher uses this philosophy to conduct the research as because in interpretivism
philosophy the researcher emphasis on the deep understanding of the study and the interest of
scholars is focused on the specifications and uniqueness of the study. Data is generated through
interpretation of the study and for the purpose of pursuing the investigation regarding research
the scholars or researcher will prefer field study. the research will be conduct on small samples
which assists to develop in-depth or deep understanding about the followed phenomena, and data
which are generated through primary sources which ensures the validity of high level and study
considered to be honest and trustworthy. The motive of the researcher is to figure out the various
impacts on the organization which affects the performance. Evaluating out the various
methodology which can help in the generation of the employment opportunities which helps in
creating the opportunities which can help in the flourishing and expansion of business(Newman,
Benz and Ridenour, 2016).
Sampling
It is a procedure for selecting the sample member from the population. There are two
types of sample method probability method and non probability method. Probability sample-It is
a method of selecting the random member from the population by setting few selection criteria.
This method allows every member have equal opportunity to be an part of various sample. Non
Probability sampling- This method is reliant on researcher ability to select randomly. It is not a
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pre-defined and fix selection process which make difficult for all element population to have
equal opportunity.
Here the researcher are using the Simple random sampling method to conduct research on
emerging business opportunities' . It is a part of Probability sampling method. It is one of the
best probability sampling techniques and it helps in saving time and resource is called random
sampling, where every single member of population chosen randomly. As a part of this sample
each member having the equal chance and have same probability. Researcher used the random
selection method because it has been selected for various reasons as Equal chance of selection-
This method allows everyone to have equal chance of selection. This help in create more
accuracy within data collection as all gets equal opportunity. It builds a fairness into the research
as no previous data of individual are involved in it. Thus, the researcher chose the random
sampling as it offer equal chance to everyone(Kothari, 2014).
Data collection
Data collection is the procedure of assembling and measuring information and targeted
variable in established system, which is enabled one to answer proper question and evaluate
outcomes. There are two types of data primary data and Secondary data. Primary data is term of
data collected at source. This type of data is collected directly from the first-hand source with the
help of survey, experimentation and observation is called primary data.
Under this method researcher use scientific tools for collection of data, where it provides
formulated researcher. It is a systematic way of planned and subject to control and check.
Interview method is the process of involving presentation of oral and verbal form of collecting
data. It explains the aims and objective of the investigation and remove misunderstanding and
helps respondent to record answers. This type of method is helpful in extensive inquiry.
Secondary data is collected by other person than the user. This data is already exist in the market
and already analyzed by any other person. Such types of secondary data are available in the form
of books, journal, newspaper, magazine etc.
Data analysis
It is explained as a procedure of application of sensible and statistical methods or
techniques for the evaluation of the data with the motive of finding the productive and
advantageous information which assists the business organization in its decision-making process.
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The data analysis which is used for qualitative research gives understanding of the research
objectives to the researchers by divulging the patterns of the data.
As the nature of present study is qualitative, that is why to analyse the data the researcher
has been used the thematic data analysis technique to conduct the research. Thematic analysis
has been used to focus on the examination of themes in data, as this technique mainly emphasize
on the description of set of data and works on the recognition of implicit as well as explicit plan
and intentions within the research data.
Thematic analysis aids the researcher in moving towards inspecting the patterns from the
inclusive study of collected data and also helps in drafting a distinct research questionnaire. This
technique of data analysis enables the researcher to gain in-depth knowledge from collected set
of data. In this technique of data analysis the patterns of collected data has been identified by
following different procedure of familiarizing of data, coding, revision and by developing
various themes from collected data(Mackenzie and Knipe, 2006.).
Ethical considerations
It can be specified as one of the most important part of the research. Ethics are norms or
standards that conduct to distinguish between right and wrong. It helps to determine the
difference between acceptable and unacceptably behavior. In this research, Researcher had
considered certain ethics, where researcher participate not to harm any of the respondent in any
condition while doing the research. In the research Researcher had priority to respect each of
dignity of research participants. Before the research study the researcher took full consent from
the participants about the research and make ensure that they well about the research. The
researcher has to be ensured about the protection and take care off & also maintained the privacy
of the research participants. Any kind of communication related to the research the
communication transparency done with honesty while in the research. It is researcher
responsibility that any misleading information is their regarding the research than the researcher
avoid such misleading information so that no bias and error occur at the end of the research. Any
form of relation or source of funding as well as any conflict of interest is their than the researcher
had to declare.
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LITERARTURE REVIEW
Theme: 1 Determine the impact of digital marketing on organization.
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 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 technology in global
world.
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,
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. 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.
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Theme: 2 Identify the challenges faced by organization in meeting the requirement of business.
According to Forcadell and Aracil (2019)argue that the organization is looking to grow
the business in digital world that know about the digital marketing. It is being focus on 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. 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.
As per GalindoMartín, CastañoMartínez and MéndezPicazo (2019)The organization has
faced the challenges related target audience, they don’t have an idea about the potential people,
who are always used the digital marketing tool. In this way, it will require to create digital
environment and understand the need of consumer through market research concepts. It is a type
of common challenge that especially occurs in business opportunities. The market research will
help to collect the important information and also usefulness to understand the requirement of
people. In this way, it will build an effective marketing strategy to target the potential consumers
in global world.
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.
Theme: 3 Recommended ways in which digital marketing opportunity beneficial for Starbucks.
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. 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
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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.
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.
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.
Internal analysis
As per analysis of resources within Qbic hotel that required to merge with the other
business those who will adopt new digital technology that help for increasing the business
opportunities. 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.
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Apart from that it can be analysed overall strength and weakness of Qbic hotel by using
analytical framework of “SWOT”.
Strength:
 Special services
 Unique design of hotels.
Weakness:
 High price
 Lack of professional knowledge
Threat:
 Higher competition level in market
 Environment, regulations
Opportunities:
 Advancement of digital marketing
technology
 Increase the tends of promotions.
Table:1
External analysis
Digital marketing is the emerging opportunities for business to increase the brand image
and reputation in global world so as it can use the PESTLE analysis to identify the opportunity 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.
Political factor 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 but in most of cases it increases the conflict between people.
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.
The social factors are impacts 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 prefer the bedrooms are preferred.
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
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the modern technology to achieve the customer satisfaction. It is the considered the great
external factor that would affect on the Qbic hotel.
Analysis opportunities
Analysing opportunities of Qbic hotel is to adopt an appropriate service that has been
made by government. The 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). Every business need some opportunity so as they can expand the business across the
world. In this way, 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 global
marketplace.
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 that there are lot of competitors exits in the market, which exists both 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.
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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 Infront 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 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.
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 organization is 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
In another ways, Qbic hotel is expanding the business that can use Joint venture and
Franchising. It provides permission of hotel to open new branches across the world so as hotel
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.
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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.
CONCLUSION
From the above study it can be concluded that various approaches which are discussed
above helps in generating the business opportunities which helps the firm to evaluate out various
techniques which can help the firm to generate the growth strategy of the organization.
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. 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.
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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.
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