Impact of Social Media on Marketing

This assignment delves into the significant impact of social media on modern marketing practices. It examines various facets, including integrated marketing communications (IMC) as facilitated by social media platforms, the role of social media in competitive intelligence gathering and adaptive selling strategies. Additionally, it analyzes how online customer relationship management (CRM) tactics through social media influence perceived customer retention orientation, particularly in the context of green retailers.

RESEARCH
PROJECT

Table of Contents
INTRODUCTION...........................................................................................................................1
1.1 Formulation on resect project outline specification. ............................................................1
1.2 Description on identification of factors which contribute process of research project
specification. ..............................................................................................................................2
1.3 undertaking critical review on various key references. ........................................................2
1.4 Project specification and effective plan procedures. ............................................................3
1.5 plan of implementation for research specification. ..............................................................3
TASK 2............................................................................................................................................4
2.1 Matching of the resources efficiently. ..................................................................................4
2.2 Undertake the research procedure and its specification. ......................................................6
2.3 Recording of relevant data. ..................................................................................................7
TASK 3............................................................................................................................................9
3.1 Description on effective evaluation techniques. ..................................................................9
3.2 Interpretation of data analysis. .............................................................................................9
TASK 4..........................................................................................................................................16
4.1 Description on appropriate media for presentation. ...........................................................16
TASK 5 .........................................................................................................................................16
CONCLUSION & RECOMMENDATION..................................................................................16
REFERENCES..............................................................................................................................18

Topic: To analyse the impact of Marketing tactics on business performance “A case study
of Hotel Hilton.
INTRODUCTION
The marketing is very crucial element in relation to improve sales of the firm. Without
using of effective tactics the growth of organisation cannot be developed. With the help of better
marketing plan of action the goal of the firm can be achieved. The present assignment is based
on the activities of hotel “ Hilton” in relation to improve profitability and productivity by having
increment in the sales of firm. In order to cope up with this the performance of business is need
to be analysed so that customer can be satisfied (David, David and David, 2017). It is very
important to understand the market activities in relation to developing good sales plan. The
manager, employees and customer plays the main role in order to improve brand image of
business enterprise in market. By heighten profitability in market it is essential to focus on the
quality of services provided by the firm. The main object behind conductivity of this assignment
is to tracking eyes on the performance of business in relation to have increment in the revenue.
1.1 Formulation on resect project outline specification.
The present report is based on the activities of the Hotel “Hilton”. The performance of
business is need to get improved in order to improve sales of the organisation. The profitability
and productivity is the main factor in order to promote growth of business enterprise (Möller and
Halinen, 2018). The performance of manager and employees is need to be effective so that firm
is able to enlarging services and take effective identification on the needs of customer in market.
The best market research is veg useful in relation to draw marketing plan.
Aim
With the help of this there can be effective identification of Marketing tactics on business
performance. As per the case study of “Hotel Hilton” in relation to improve sales.
Objective of research
1. To understand the concept of marketing and its significance.
2. To analyse different types of marketing strategies used by “Hilton hotel” for brand
awareness.
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3. To examine the impact of numerous marketing tactics on organisational sales and
profitablity.
4. To recommend the most suitable marketing strategy to “Hilton hotel” for maximising
business performance.
1.2 Description on identification of factors which contribute process of research project
specification.
Rational- The main object behind conducting this research is to throw some focus on the
impact of tactics of marketing in relation to improve performance of business. This will be
helpful in order to achieve desire profitability by having increment in sales (Hunt, 2017). The
oppression of the firm is need to be effective so that manager and employees can able to
contribute maximum result. By taking regular feedback from the customer the firm is able to
bring improvement in the services.
The good sales plan is totally dependent on effective market research. It is very import to take
use of best marketing tactics so that entity is able to have expansion in the growth of business.
1.3 undertaking critical review on various key references.
As per the view of Camilleri, (2018) has stated that the marketing is crucial process in
relation to identify the need of customers, in absence of this the revenue of firm will not be
enhanced. According to Kieckhäfer, Wachter, and Spengler, (2017) has said that the marketing
and selling are interdependent on each other but they are quite differed activities in order to
promote desire growth. Hence, bringing improvement in the performance of business the sales
profile of firm can be developed.
According to Itani, Agnihotri and Dingus, (2017) has been said that there are various
rivalries in the market who works as to influence the profitability of the firm in large manner. To
cope up with this kind of functioning it is very essential to have good market research so that
best sale plan can be designed and effective strategies can be taken. The strategy is the plan of
action which will be helpful in order to design the working that how business need to perform in
order to achieve the maximum amount of probability.
In contrary to Tomczak, Reinecke and Kuss, (2018) states that there are number of the
positive and negative factors which highly affected the working of firm. In this the
2

communication is to be of the important factor with the help of oppression of firm can be
conducted effectively. Itani, Agnihotri and Dingus, (2017) also said that the staff of entity needs
to provide effective training so that they perform their role in efficient manner.
1.4 Project specification and effective plan procedures.
In order to access or measure the impact of business performance by undertaking the
good marketing strategy the desire outcome of firm can be achieved. In relation to maintain the
brand image it is important to follow the specified structure of the report (Olson and et.al., 2018).
In this there are differed sections and each need to cover whole thesis and study about study so
that will be helpful for all the people who are connected with it.
Literature review- This is based on the effective search and evaluation from the differed author
in order to have one effective conclusion. With the help of this the impact of marketing tactics
can be understood with the perspective of differed authors.
Research methodology- There are differed kinds of the methods in order to conduct research
project it can be undertaken effectively by knowing what kind of approach is need to be taken.
This is very helpful in order to know what kind of data is need to collected, how data is need to
analyses and how the sampling can be undertaken (Hapsari, Stoffers and Gunawan, 2017).
Conclusion- In this the conclusion of the overall activities is need to be given in order to
analysis the possible outcome of assignment. With the help of summing up all the important
points the researcher can reached to the final conclusion.
1.5 plan of implementation for research specification.
Activities 1th
Wee
k
2nd
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3rd
Week
4th
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5th
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6th
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8th
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9th
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Research topic
Literature
Review
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Designing of
research
methodology
Effective
Proposal
Design
question of
research
Carry out
Research
activities
Data Analysis
and its graphic
design
Conclusion
and
recommendati
on
Final Report
Editing &
Completion
TASK 2
2.1 Matching of the resources efficiently.
Literature review
The effects on the quality of the products and services of the firm need to be analysed in
relation to make efficient growth in entity. With the help of depth study about this kind of the
activities the organisation is able to opt effective marketing strategy. The good tactics is totally
4

depended on effective research on market activities (Hunt, 2017). In this it is need to noted that
it is very important to hire the best quality of the workers so that they can able to contribute
maximum to firm. The marketing is very important activity in order to promote growth in firm.
Understand the concept of marketing and its significance-
According to the view of Gregory, Ngo and Karavdic, (2017) has been said that the
marketing is very important activity in order to conduct proper planning and process so that
goods can be produce in market effectively.
Tomczak, Reinecke and Kuss, (2018) States that the overall activities of business is lies on
marketing activities. With the help of this the firm is able to get enough success. As per the view
of has been said that it is very important to cover the various activities in the proper manner
like advertising, promotions, and sales etc. in contrary to Kieckhäfer, Wachter, and Spengler,
(2017) states that marketing is the process with the help of good and services can be introduced
in the market and potential customer can be identified.
Analyse different types of marketing strategies used by “Hilton hotel” for brand
awareness.
As per the view of Camilleri, (2018) states that the marketing tactics are the plan in
relation to achieve desire goals and profitability of business enterprise. With the help of the
effective strategy it can be determine that how firm need to perform its business. In contrary to
states it's the over game of planning in manner to provide specific direction to the firm activities.
With the help of the Ps, there is need to bring improvement in the things like price, place,
promotion and products. The marketing strategy is need to be created as per the before setting
out the objectives of firm.
Examine the impact of numerous marketing tactics on organisational sales and profitably-
According to the view of David, David and David, (2017) has been said that the
marketing is having large impact over the sales and profitability. With the help of social media
techniques the business can able to improvise its operation. In contrary to Itani, Agnihotri and
Dingus, (2017) states that by analysing the good market strategy the product of the firm can be
developed and things can be done in the more professional manner. This approach will be
effective in order to analyse the performance of product in the enterprise. According to the
5

view of has stated that with the help of numerous marketing function the nature, strength and
function of the business enterprise can be achieved effectively. The promotion strategy is helpful
in relation to aware customer about product and services in market.
2.2 Undertake the research procedure and its specification.
These are defined in the following manner are as-
Research philosophies- This is the process in which it defined that what kind of data is
need to be gathered and analysed. There are two kinds of the philosophies such are as
interpretivism and positivism. In this the philosophies is based on the various kind of
epistemology and the things under this are based on the various kind of scientific true and
doxology ans sometime its very hard to believe that it is true or not.
For the present study, the interpretivism is need to be taken because its based on the human
belief and behaviour. In positivism the philosophies is based on scientific theory where there was
no expectation of researcher.
Research approach- In this there are various kinds of tool and techniques which is need
to adopted in relation to conduct the specific data. With the help of effective implementation
there can be reduction in the chance of mistake. There are two kinds of ways inductive and
deductive.
For present study the inductive approach is need to be taken to conduct the entire research. This
is based on high kind of influence which works in relation to influence behaviour of customer in
large manner. In deductive approach the general content was discussed.
Research design- The effective design is need to be conducted in relation to achieve
aims and objectives. In order to maintain reliable, validity and ethical consideration the
appropriate technique is need to be used. For present study the descriptive research is need to be
used so that theory can be conducted in depth manner. With the help of exploring new ideas the
things can be dine effectively.
Research technique- There are two kinds of techniques such are as quantitative and
qualitative. This kind of the things is need to be dine in relation to get the advancement within
the research. For the present study there is need to conduct the depth information on theoretical
6

basis, there is no presence of numeric value. However, the qualitative is need to be used where
there is presence of numerical things.
Data collection- In order to conduct the research in the effective manner it is very
important to collect source which will be helpful in relation to achieve aims and objectives.
There are two kinds of the methods are as primary and secondary. The primary will work as to
conduct information from the candidates like manager employees of the firm. There is no use of
secondary research because it is based on collection of study from other authors.
Data sampling- In this the range of people is need to be selected. This is very effective
process there are two ways such are as probabilistic and non-probabilistic. The probabilistic is
bases on the size of population and non-probabilistic is not covered under the same.
In the present study the probabilistic techniques is need to be used with the sampling of 10
candidates as manager.
Data analysis- In the present study the data will be collected with the using of thematic
analysis. In order to conduct the qualitative research effective this will be very effective. With
the help of this the best result of the data can be examined.
Ethical consideration- In this it is very important to follow all the ethical manner to
conduct research. The privacy and collected data is need to be protected from the copyright
infringements (David, David and David, 2017). Here all the participants is need to equally
treated. During this there is not any kind of harm is need to be given to the animals and other
things. The proper care of all the participants is need to be maintained in relation to ensure the
reliability of the research content.
2.3 Recording of relevant data.
Theme 1: Marketing activities is very important in order to increment in sales of the firm.
Q.1 How marketing activities is effective for increment in profitability of firm.
 Highly effective
 less effectively
 Moderate
 None of them
Q.2 How marketing will influence buying behaviour of customers.
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 Heigh
 less
 No opinion
 None of them
Q.3 What kind of source you prefer to aware customer about your products.
 Advertisement
 Promotional activities
 social media
 Television communication
Q.4 How social medial marketing is effective in order to attract customer.
 Highly effective
 less effectively
 Moderate
 None of them
Q.5 What are the challenge of social media marketing.
 High cost
 Technology issue
 privacy
 Less knowledgeable customer.
Q.6 Is online market is safe to use.
 Strongly agree
 Agree
 Neutral
 Disagree
 Strongly disagree
Q.7 What are the beneficial aspects of online marketing over traditional marketing.
 Wider information
 Low investment
 Time saving
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 Effective Medium.
TASK 3
3.1 Description on effective evaluation techniques.
Based on this survey it has been evaluated that the marketing is very crucial element in
relation to achieve desire profitability. Without using of tools and techniques of impressive
resource the data cannot be collected in the expertise manner. In this the Researcher has adopted
the participatory approach in relation to maintain the validity (Möller and Halinen, 2018). The
thematic analysis is nee dot be conducted in relation to have the effective use of information.
For having the depth analysis the qualitative research technique can be adopted. In order to get
the proper solution the things can be dine in the effective manner.
3.2 Interpretation of data analysis.
Theme 1 marketing activities is effective for increment in profitability of firm
Number of Respondents Percentage
Highly effective 7 47
less effectively 3 20
Moderate 2 13
None of them 3 20
Total 15 100
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Interpretation
It can be interpreted that marketing activities has effect on people as 47 % of the
respondents are in favour of it. This implies that marketing plays essential role in organisation.
2. Theme: Marketing influence buying behaviour of customers
Number of Respondents Percentage
Yes 13 86.67%
No 2 13.33%
15
10
Highly effective less effectively None of them Moderate
0
1
2
3
4
5
6
7
8
7
3 3
2
Number of Respondents

Interpretation:
It can be interpreted from the above table that marketing has immense influence on
people as 86 % are in favour it as marketing activities has a great impact on minds of people.
Thus, it can be said that marketing help organisation to sell products through way of effective
promotion which help company to achieve sales.
3. Kind of source you prefer to aware customer about your products
Number of Respondents Percentage
Advertisement 5 33.33%
Promotional activities 6 40.00%
social media 3 20.00%
Television communication 1 6.67%
15
11
13
2
Yes
No

Interpretation-
It can be interpreted that customers are attracted by promotional activities up to high
extent. This is evident from the above table that 40 % of respondents are in favour of
promotional activities and as such, customers are attracted by various advertising activities
initiated by company.
4. Social medial marketing is effective in order to attract customer
Number of Respondents Percentage
Highly effective 4 27%
less effectively 5 33%
Moderate 3 20%
None of them 3 20%
15
12
Advertisement
Promotional activities
social media
Television communication
0
1
2
3
4
5
6
7
5
6
3
1
Number of Respondents

Interpretation-
It can be interpreted that social media marketing is not an effective tool for promoting
products. This is evident from the above fact that 33 % of people believes that social media
marketing is not helpful as customers are attracted by various promotional activities.
Theme: 5 The privacy is the major concern with social media advertising.
Frequency %
High cost 3 20.00%
Technology issue 3 20.00%
privacy 7 46.67%
Less knowledgeable customer. 2 13.33%
Total 15 100.00%
13
Highly effective less effectively Moderate None of them
0
1
2
3
4
5
6
4
5
3 3
Number of Respondents

Interpretation- From the above chart it has been interpreted that the confidentiality of
information is the major issue which arise with use of social media advertising. In accordance, it
has been evaluated that as per 46 percent of individuals agree that it is the major threat to
advertising on social media platform. Further, it can be concluded that as per 20 % of people use
of technological up gradation is the major criteria which affects advertising online.
Theme 6: Most of the people think that online marketing is safe process.
Frequency %
Strongly agree 7 46.67%
Agree 5 33.33%
Neutral 1 6.67%
Disagree 1 6.67%
Strongly disagree 1 6.67%
15 100.00%
14
High cost
Technology issue
privacy
Less knowledgeable customer.
0
1
2
3
4
5
6
7
8
3 3
7
2
Frequency

Interpretation- with the help of above chart it has been concluded that, Almost 46.67% individual
thinks that the process online market is the safest process to carry each thing effectively. The
online marketing is the effective process in order to carry the all business activities.
Theme 7: The wider information can be gathered is the attractive feature for online marking.
Frequency %
Wider information 5 33.33%
Low investment 4 26.67%
Time saving 1 6.67%
Effective Medium. 4 26.67%
15 100.00%
15
Strongly agree Agree Neutral Disagree Strongly disagree
0
1
2
3
4
5
6
7
8
7
5
1 1 1
Frequency

Interpretation- With the help of above chart it has been concluded that the 33.33% of
information can be wide this is the major concern which can affect the process of online
marketing. It has been concluded that this is also can be act as the major threat or also will be
helpful in relation to process online marketing in effective manner.
TASK 4
4.1 Description on appropriate media for presentation.
Enclosed in PPT
TASK 5
CONCLUSION & RECOMMENDATION
Conclusion
Base on the above assignment it has been conducted that marketing is very crucial
element in relation to improve sales of the firm. Without using of effective tactics the growth of
organisation cannot be developed. With the help of better marketing plan of action the goal of
16
Wider information Low investment Time saving Effective Medium.
0
1
2
3
4
5
6
5
4
1
4
Frequency

the firm can be achieved. The manager, employees and customer plays the main role in order to
improve brand image of business enterprise in market. By heighten profitability in market it is
essential to focus on the quality of services provided by the firm. The “Hilton hotel” is taking
various initiative in order to focus on the areas of business which is lacking its performance
therefore, its affects the sale growth of firm.
Recommendation
It is to be recommended that marketing is effective tool in relation to achieve higher
profitability. With the help of the best use strategy the performance of business can be improved.
The quality of the services can be better by suing this kind of the method. In this manner there
should be effective employees need to get hire so that firm is able to run its operation effectively.
17

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Camilleri, M.A., 2018. Integrated Marketing Communications. In Travel Marketing, Tourism
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