The role of marketing strategies to enter into a global market

This research project focuses on the role of marketing strategies in entering a global market, specifically in the case of Hotel Marriott in Glasgow. The study aims to analyze the relation between emerging markets and globalization, identify the marketing strategies adopted by the company while entering emerging markets, and analyze the effectiveness of these strategies. The research methodology and data analysis techniques are also discussed.

Research Project

Contents
TITLE:.............................................................................................................................................3
CHAPTER 1: INTRODUCTION....................................................................................................3
Overview of research..............................................................................................................3
Background of company.........................................................................................................3
Rationale of the study.............................................................................................................4
Research aim..........................................................................................................................4
Research objectives................................................................................................................4
Research questions.................................................................................................................4
Gantt chart..............................................................................................................................4
CHAPTER 2: LITERATURE REVIEW.........................................................................................6
Relation between emerging market and globalisation............................................................6
Several marketing strategies and its importance adopted by company while entering into
emerging market.....................................................................................................................7
Effective strategy (s) and its importance for the given organisation to enter into emerging
market.....................................................................................................................................8
CHAPTER 3: RESEARCH METHODOLOGY...........................................................................10
CHAPTER 4: DATA ANALYSIS................................................................................................14
Data interpretation................................................................................................................16
Method of communication...................................................................................................26
Findings................................................................................................................................26
CHAPTER5: CONCLUSION, RECOMMENDATION AND REFLECTION............................27
Conclusions..........................................................................................................................27
Recommendations................................................................................................................27
Research findings.................................................................................................................28
Reflection.............................................................................................................................29
REFERENCES..............................................................................................................................30

TITLE:
The role of marketing strategies to enter into a global market. A study on Hotel
Marriott, Glasgow.
CHAPTER 1: INTRODUCTION
Overview of research
Marketing is the process through which information about product and services can be
communicated to society (Sahaf, 2019). There are some specific ways of communication which
managers select after analysing and evaluating changes in appropriate and specific manner. In
current market marketing is important because these days, many organisations are dealing in
hotel industry, so it is important for managers to communicate workers in appropriate and
specific manner (Iankova and et. al., 2019). There is requirement of proper study which makes it
easy to understand and determine requirements of consumers. When business operations are
expanded at international level, then marketing strategies has to be renovated because of change
in working efficiency and operations. This investigation is based on Hotel Marriott which
operates in different countries and serves hospitality services at international level. Now Hotel
Marriott wants to operate in Chad which is country in Central Africa.
Background of company
Hotel Marriott is one of the fast-growing organisations in hospitality industry because of
increment in demand for hotels among consumers. But there is difference in demand of
consumers as per change in geographical region, demographical basis, etc. so it is responsibility
of managers to understand it and plan operations in specified manner (Sakas and Tomaras,
2019). Hotel Marriott is performing better and wants to expand in Chad which is country in
Central South Africa. In order to expand business at new destination, it is essential that managers
have to perform marketing activities in innovative manner so consumers are attracted and their
desire gets converted into requirement. Marketing strategies plays crucial role in improving sales
and revenues of Hotel Marriott; hence this is the best way to make business successful (Papadas
and et. al., 2019).

Rationale of the study
The main aim behind selecting this topic is that it is related with practical example and
people can understand information properly (Chaffey and Ellis-Chadwick, 2019). This topic is
related with study field of researcher, so this is interesting for workers as well. As marketing is
one of the interesting areas, so primary information collected is also relevant. In order to access
and determine changes properly, then they can evaluate and understand policies properly. This
study also assists knowledge of researcher to collect information about marketing strategies and
best among them. Hence if there is requirement of planning some marketing strategies, then
researcher can perform it properly because of this study (Noci, 2019).
Research aim
To gather knowledge about the importance of marketing strategies employed by business
to enter emerging market.
Research objectives
 To analyse the relation between emerging market and globalisation.
 To identify the major factors of marketing which has to be considered while managers of
organisation is planning to enter in emerging market.
 To analyse the effective strategy (s) and its importance for the given organisation to enter
into emerging market.
Research questions
 What is the relation between emerging market and globalisation ?
 What are the several marketing strategies and its importance adopted by company while
entering into emerging market ?
 What are the effective strategy (s) and its importance for the given organisation to enter
into emerging market.
Gantt chart
Gantt chart is the technique with which time required to complete the study is clear.
There is representation of activity wise time to complete it. This assist in completing whole study
within specified time (Samiee and Chirapanda, 2019).

ACTIVITES WEEK
1
WEEK
2
WEEK
3
WEEK
4
WEEK
5
WEEK
6
WEEK
7
WEEK
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WEEK
9
WEEK
1 0
Submission of
research
proposal
Complete
background
information for
research project
Collect secondary
sources of
information for
research project
Complete research
methodology and collect
primary and secondary
sources of information
Complete
collecting data for
study and
present the result
Determining
Budget
Data
Interpretation and
analysis
Evaluating results
and findings
6

Complete the
report and submit
the final report
CHAPTER 2: LITERATURE REVIEW
Literature review is the section under which information collected from secondary
sources are studied. With the help of secondary data, researcher have complete overview view
about topic and can explain in more specific manner (Valos, Mavondo and Nyadzayo, 2019).
Secondary information is analysis of information, which is already gathered such as newspaper,
journals, books, etc. In this study, this information is collected only from internet sources, hence
only authentic and relevant sources are selected (Brege and Kindström, 2019).
Relation between emerging market and globalisation
In order to expand in international market, there is requirement of proper planning
through which operations are performed and it is not easy to maintain same image in the
organisation (Baena, 2019).There will requirement of managing and determining changes proper
through which activities are conveyed properly. There is change in operations because of
difference in geographical region. It is not specific and relevant for people establish and maintain
proper relations because if activities are not performed properly, then it is through to manage
and retain in international market. If association wants to expand in market, then scope of growth
and development for association while globalising will be in emerging market such as Chad,
South Africa, Greece, etc.
As per view of KIMBERLY AMADEO, 2019 Emerging market refers to the economy
which is in developing stage. These are the countries which are invested and invites to invest in
them regarding productive capacity. There are many countries which are performing operations
for concluding and determining ways through which economy can be developed. In order to
develop economy, traditional working areas has to be renovated such as agricultural operations,
raw material investment, etc. Government of developing economies are investing in sector which
gives high return through which they can improve living standards of people residing in local
areas. In emerging economy, per capita income is lower than average, economic growth rate is
lower, current rate is also low, etc. and they are not able to compete with developed countries.
7

These countries get affected because of developed countries. Korea, Greece, Peru, Morocco,
Chad, Kuwait, Saudi Arab, etc. are countries which falls in the category of emerging markets.
According to Anne Sraders, 2019 With determination and understanding the ways
through which economy can be developed, political parties are working of its better. There is
requirement of support from local people as well through which they can improve their living
standards. Government supports other countries to invest in them through which their Growth
Domestic Product rate and foreign currency reserve can be improved (Palmatier and Crecelius,
2019).
Several marketing strategies and its importance adopted by company while entering into
emerging market
Marketing is one of the major factors with the help of which business organisation can
grow and communicate with local people. There is requirement of proper understanding and
evaluation which makes changes in their working style as well. As managers of association are
thinking to launch their outlet at Chad, which is situated in South Africa, then they have to
analyse and make changes in business operations as well. Marketing is not core activity, it is
important to understand which strategy and marketing tool is best. As there are many changes
taking place in business environment, so it is essential for managers of Hotel to determine which
is the best way to communicate with consumers. There are many marketing stunts such as social
media, television advertisements, hoardings, etc. with change in working operations (Boora and
Gupta, 2019). There are possibilities that there is requirement of change in working operations
through which it is easy to enter in emerging markets. As per view of R. L. Adams, 2019 there is
requirement of proper planning required to work in emerging market because there are many
local vendors with which individual have to deal. Some marketing strategies which Hotel
Marriott can use are as under-
Use of social media- There are many social media platforms such as Instagram, you tube,
Pinterest, etc. which is used by organisation to understand and determine changes in appropriate
and specific manner. With use of these platforms, it is easy to communicate with local people
and provide them information about what new is present in their hotel. With change in working
style, it will be easy and specific for workers to understand changes in better and appropriate
manner (Swaminathan, 2019). This platform is better because this can be accessed easily and
young generation acquire knowledge about hotels through this source.
8

Bloggers- Managers of Hotel Marriott can take help of bloggers as well because they post
props and positive points about hotel and its services. These days, people become travel
bloggers, so it will be easy for them to understand and determine ways to understand changes.
Hotel Marriott have to pay some commission and make proper and best services to consumers to
make changes properly. This method is important because bloggers shares their personal
experience which gives positive impact over consumers (Gamble, McAdam and Brennan, 2019).
Sponsorship programs- In emerging market Chad, there are some social programs such
as business fairs, exhibitions, etc. so in order to provide presence of Hotel Marriott in market,
managers can set some target for sponsorship program. At exhibitions and fairs, there are many
people arrives, hence it is easy to get knowledge about it. There is requirement of legal norms as
CSR activity, so manager can contribute towards social development as well.
E- mail marketing- These days, there are many people which is using changes, there is
use of mail id of consumers to communicate about offers, new services, etc. to consumers. If
there is change in business activities, then it will be easy for managers to understand and get
positive outcome with it. When people are getting mail, they search about it, so there is
increment in rating of company as well (Ghibanu, 2019).
With the help of above-mentioned strategies, it will be easy for managers of Hotel
Marriott to make good image in emerging markets. With changes in trends, it is essential to alter
their working policies and make flexible working environment (Kiráľová, 2019).
Effective strategy (s) and its importance for the given organisation to enter into emerging market
Marketing is an art these days, because this assist in attracting people and they have to
determine changes properly (Batzer, 2019). People compares services of Hotel Marriott with
other organisations, so it is essential for managers to come with sometime new and innovative.
When consumers are getting new and different, they are ready to avail hospitality services. As
per view of Steve Olenski, 2019 There is difference in cultural values of destinations of different
countries, this is core factor which as to be concern. This makes proper change in operations and
gives positive impact to consumers. There are some factors which must be concerned while
planning marketing strategies for emerging market which are discussed as under-
Understanding target consumers- Consumers are the people for whom marketing
strategies are learned. This is the best way through which operations are performed and it is easy
to evaluate the changes in better and appropriate manner. With change in business operation,
9

there is requirement of analysing and evaluating changes in appropriate and specific manner. So,
primer factor is to understand consumers and then frame marketing policies. Business class
consumers requires A class services; hence they must communicate about such services only
(Gregory, Ngo and Karavdic, 2019).
Communicating value to consumers- The main focus of marketing must be on providing
information for which they are communicating to consumers. If Hotel Marriott is famous of their
lavish services, then they have to show lavishness and comfortable environment to consumers.
Hence this is the reason for which people are ready to get services from them. There is proper
understanding and changes about services offered, then it will be easy for people to identify what
are their requirements and it gets satisfied or not.
Competitor's action- Apart from this , there must be check over actions which are taken
by other organisation. While entering in Chad emerging market, Hotel Marriott have to face
different challenges and competition with local vendors, so it is essential to evaluate their
working style and implement to their organisation (Snyder, and Schaffer, 2019).
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CHAPTER 3: RESEARCH METHODOLOGY
This is the chapter in which tools and techniques used in conducting whole study are
studied. As there are many tools but it is essential to select best out of them, so researcher
provides justification as well for using it. In order to make study appropriate and relevant, there
is use of tools and techniques and researcher have to provide justification behind it (Ibrahim and
Harrison, 2019).
Research philosophy- This is the criteria which provides information about
understanding and determining the ways with which it will be easy to understand and evaluate
appropriate way to conduct the activities. Positivism, interpretivism and pragmatism philosophy
is used. Best philosophy used in this study is positivism. This is best method because in this
approach, researcher get to know about systematic way to acquire knowledge about marketing
strategies for entering in emerging markets. Use of Positivism research philosophy is made as it
yield main focus on scientific techniques and provide a measurable evaluation to understand the
value and behaviour of people.
Research approach- There are mainly two type of approaches that are used within an
investigation such as inductive and deductive which is used by a researcher in order to gather in-
depth information about the study. For performing this investigation and research, inductive
approach is used as it support the investigation and gathering of information in more effective
and in a detailed manner which support in brining most favourable outcome for investigation
(Paul, 2015).
Research design- It is basically an effective structure or plan of a research that contains a
procedure for organising and controlling the research project. The researcher design support in
determining the manner in which the investigation will be presented. There are mainly three type
of investigation such as exploratory, experimental and descriptive. In order to perform this
investigation descriptive design will be used which support in portraying the proper information
regarding the situation, event or issue. This help in getting in-depth evaluation of elements and
variables. To perform this research report use of descriptive type of research design is made as it
facilitates proper information about the considered situation and topic and also yield a in depth
analysis and evaluation of each element and aspect of research.
Research method- There are two type of research methods that can be used within
investigation such as qualitative and quantitative. Among them qualitative mean of investigation
11

will be consider as it supported with a theoretical framework which help in performing and
presenting data in more detailed manner. It is also suitable and valuable as it support investigator
in determining the correct response from the selected participants. Qualitative research method is
using in this investigation, through which reader get to know about what is the views of
individuals with pictorial and graphical representation.
Sources of collecting data- It is defined as the sources that are used or approached by the
investigator in order to gather the information for a particular are of study (Bheekharry and
Singh, 2019). The sources of data are of two type such as primary and secondary. Among them
primary sources are one which support in gathering fresh and new information. On other hand
secondary sources are one where information regarding the area of concern is already presented
by some another person. In order to conduct this investigation both primary and secondary
sources will be used where primary information will be gathered through making use of
questionnaire and secondary information will be collected through books, journals and articles
which then evaluated to perform literature review. 50 workers of Hotel Marriott are selected
randomly who form a part of lower management of Hotel Marriott with the aim of collecting
primary information. Use of questionnaire is made to get information from them about the
marketing strategies used for making good image in new market as they are the ones who are
having most relevant and reliable information regrading the operations and marketing functions
of Hotel Marriott .
Questionnaire
Name:
Gender:
Department:
Employee Id (Optional) :
Q1. Is there any relation between globalisation of business and entering in emerging markets
?
Yes
No
Q2. Are you aware about marketing strategies which can be used in order to enter in
emerging markets ?
Yes
12

No
Q3. There is requirement of change in marketing strategies for entering in emerging markets.
Agree
Disagree
Q4. As per you, marketing strategies are the best way to enter in new market.
Yes
No
Can't say
Q5. Which of the following marketing strategy is best for Hotel Marriott to enter in Chad
market?
Social media
Personalised mail
Television advertisements
Q6. What is the importance of marketing strategies for entering in emerging markets?
Easy to communicate
More growth prospects
Easy coordination among departments
Q7. What are the factors which has to be considered for entering in Chad market ?
Emerging trends
Culture of specific geographical region
Preferences of local people
Q8. Are you satisfied to work in emerging markets?
Yes
No
Q9. What is the impact of proper marketing strategies to enter in Chad market ?
Positive
Negative
Q10. Is there requirement of motivation to workers through which they will ready to work in
international market ?
Always
Sometimes
13

Never
Q11. Recommend the ways through which marketing strategies are fruitful for maintaining
sustainability in industry.
Sampling method- Sampling is the method under which some individuals are selected
for collecting information on marketing strategies for enter in emerging market. This is crucial
because it is not possible for researcher to collect information from whole crowd. Simple random
sampling method is used under which there is equal possibilities of selection among workers. 50
workers are selected randomly for collecting information.
Research ethics- The research ethics within the primary investigation is highly consider
as it ensures that the output of study will be relevant and robust (Iqbal, 2019). There are basically
three principles of ethics that are consider while performing research such as confidentiality,
informed consent and anonymity. To ensure complying of anonymity detail of participants will
not be linked within research in any manner. For informed consent, researcher is required to
present accurate information regarding the aim behind conducting study to all the participant.
Research reliability and validity- The reliability and validity of an investigation is
judged when the information presented can be applied to different concepts and results in similar
manner as previously it presented. The reliability as well as validity of an investigation is based
upon the instrument or tool used for performing investigation i.e. questionnaire as per this
investigation. The respondents with the questionnaire will be one who have thorough
understanding of the topic and area of study for ensuring the accuracy of information (Zavattaro
and Fay, 2019).
Research resources and budget- There is requirement of some resources such as
finance, technical assistance, individuals, space for conducting study, etc. as well for completing
the study in appropriate and standard manner. For collecting these resources, there is requirement
of £ 550 which is pre- determined earlier.
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CHAPTER 4: DATA ANALYSIS
Data analysis is the process of collecting and arranging information in systematic
manner. When researcher collects information from different sources, then for making it
understood for people, data analysis technique is used (Javangwe, 2019). For the purpose of data
analysis, thematic analysis is used under which different themes are considered which gives short
overview of questions which are asked in this study. 50 employees are chosen for collecting their
views about marketing strategies in order to expand in emerging markets.
Q1. Is there any relation between globalisation of business
and entering in emerging markets ?
Frequency
Yes 40
No 10
Q2. Are you aware about marketing strategies which can
be used in order to enter in emerging markets ?
Frequency
Yes 35
No 15
Q3. There is requirement of change in marketing
strategies for entering in emerging markets?
Frequency
Agree 40
Disagree 10
Q4. As per you, marketing strategies are the best way to
enter in new market?
Frequency
Yes 26
No 14
Can't say 10
Q5. Which of the following marketing strategy is best for
Hotel Marriott to enter in Chad market?
Frequency
15

Social media 30
Personalised mail 14
Television advertisements 16
Q6. What is the importance of marketing strategies for
entering in emerging markets?
Frequency
Easy to communicate 15
More growth prospects 16
Easy coordination among departments 19
Q7. What are the factors which has to be considered for
entering in Chad market ?
Frequency
Emerging trends 18
Culture of specific geographical region 10
Preferences of local people 12
Q8. Are you satisfied to work in emerging markets? Frequency
Yes 30
No 20
Q9. What is the impact of proper marketing strategies to
enter in Chad market ?
Frequency
Positive 40
Negative 10
Q10. Is there requirement of motivation to workers
through which they will ready to work in international
market ?
Frequency
Always 20
Sometimes 25
Never 5
16

Q11. Recommend the ways through which marketing
strategies are fruitful for maintaining sustainability in
industry.
Data interpretation
Theme 1: Relation between globalisation of business and entering in emerging markets
Q1. Is there any relation between globalisation of business
and entering in emerging markets ?
Frequency
Yes 40
No 10
Interpretation- From the above picture, it is evaluated and understood that there is
relationship between globalisation and emerging markets as per view of 40 individuals, while
remaining 10 candidates says, no there is no relationship. Hence it is interpreted that if
association wants to enter in new market for globalising business operations, then it will be easy
for managers to understand and manage operations at international level because of scope of
working and expansion.
Theme 2: Knowledge about Marketing strategies
Q1. Are you aware about marketing strategies which can
be used in order to enter in emerging markets ?
Frequency
Yes 35
No 15
17

Interpretation: In order to enter in emerging market, there is requirement of proper
involvement of workers, so they must have knowledge about it. As per view of 35 employees,
they have knowledge about importance of marketing strategies, but 15 does not have. So it is
clear that there is requirement of creating awareness, so workers are well known about reasons of
conducting marketing in order to enter in Chad market.
Theme 3: Changes in marketing strategies
Q2. There is requirement of change in marketing
strategies for entering in emerging markets?
Frequency
Agree 40
Disagree 10
18
Yes No
0
5
10
15
20
25
30
35
35
15 Frequency

Interpretation: When Hotel Marriott is thinking to enter in emerging market, then they
have to change their marketing strategies as per view of 40 employees because of difference in
trends and cultural values. But 10 individuals say that they does not have to change marketing
strategies because this makes Hotel Marriott unique in industry. As majority of people favours to
change marketing strategies, then it will be easy to explore in new market.
Theme 4: Relevance of marketing strategies
Q3. As per you, marketing strategies are the best way to
enter in new market?
Frequency
Yes 26
No 14
Can't say 10
19
Agree Disagree
0
5
10
15
20
25
30
35
40
40
10
Frequency

Interpretation: In current market, marketing strategies is important and crucial because it
assist in communicating with consumers according to 26 employees. 14 people says that this is
not important while remaining 10 workers does not have knowledge about it. As majority of
people favours that marketing is crucial action to enter in emerging market, so managers of Hotel
Marriott must apply in properly.
Theme 5: Best marketing strategy
Q4. Which of the following marketing strategy is best for
Hotel Marriott to enter in Chad market?
Frequency
Social media 30
Personalised mail 14
Television advertisements 16
20
Yes No Can't say
0
5
10
15
20
25
30 26
14
10
Frequency

Interpretation: There are many marketing strategies such as Personalised mail, social
media platform, etc. which can be used by managers of Hotel Marriott to enter in new market.
As per view of 30 workers, social media must be used because majority of consumers use this for
comparison among different organisation. 14 individuals say personalised mail is used which
offers customised discount packages as well. Remaining 16 persons have view that television
advertisement is better for communicating with people in new market. So, it is interpreted that
best media which can be used for marketing is social media platform. This also assist in knowing
consumers feedbacks and preferences, so corrective actions can be taken frequently.
Theme 6: Importance of marketing to enter in new market
Q5. What is the importance of marketing strategies for
entering in emerging markets?
Frequency
Easy to communicate 15
More growth prospects 16
21
Social media Personalised mail Television advertisements
0
5
10
15
20
25
30
30
14
16
Frequency

Easy coordination among departments 19
Interpretation: Marketing is important for organisation because this is the best way to
understand consumer' s demand and provides rating about services offered by association.
According to 15 individuals, there is easiness in communicating information with consumers, 16
individuals have view that growth prospects are more. 19 individuals say that easy in
coordination among department so operations are performed in synchronise manner. Hence it is
interpreted that operations of different departments are conducted properly because ether is
easiness in communicating about working style.
Theme 7: Factors to be evaluated for entering in Chad
Q6. What are the factors which has to be considered for
entering in Chad market ?
Frequency
22
Easy to communicate
More growth prospects
Easy coordination among departments
0
2
4
6
8
10
12
14
16
18
20
15 16
19
Frequency

Emerging trends 18
Culture of specific geographical region 10
Preferences of local people 12
Interpretation: It is not easy to enter in new market as there are some components which
has to be considered such as changes in trends, preferences of local people, etc. As per view of
18 individuals, managers of Hotel Marriott must know about emerging trends, 10 people says
that knowledge about specific geographical region must be collected. Remaining 12 persons says
that there is importance to preference to local people must provide. Hence it is interpreted that
current market trends must studied, so it is easy to convince consumers of Chad.
Theme 8: Satisfaction of workers
Q7. Are you satisfied to work in emerging markets? Frequency
Yes 30
No 20
23
Emerging trends
Culture of specific geographical region
Preferences of local people
0
2
4
6
8
10
12
14
16
18
18
10
12
Frequency

Interpretation: As per the above performed evaluation of data it has been identified that
30 out of 50 respondents said that they are satisfied with their work to be perform within the
emerging market. This is so because it brings up several opportunities to them in term of
learning new things, skills and knowledge while be able to build up a better career. On the other
side 20 respondents are not agreed with this as they do not want to switch their country as this
may leads to several difficulties for them to survive in new environment. From this it has been
found that majority of people are happy to work in emerging market and want to be a part of
company's strategy toward expanding business.
Theme 9: Impact of Proper marketing strategies
Q8. What is the impact of proper marketing strategies to
enter in Chad market ?
Frequency
Positive 40
Negative 10
24
Yes No
0
5
10
15
20
25
30
30
20
Frequency

Interpretation: From the above-mentioned information it has been identified that 40 out
of 50 respondents said that if the marketing strategies are being implemented properly then it
brings up the positive outcome. On the other hand, 10 respondents said that the marketing
strategies may also have negative impact over the entry into Chad market due to lack of
understanding. Therefore, from this information it can be said that majority of people believes
that when the marketing strategies are implemented in effective manner while considering all the
crucial aspect then it brings up positive impact over the performance and also result into the
success of operations.
Theme 10: Requirement of motivation of workers
Q9. Is there requirement of motivation to workers through
which they will ready to work in international market ?
Frequency
Always 20
Sometimes 25
Never 5
25
Positive Negative
0
5
10
15
20
25
30
35
40
40
10
Frequency

Interpretation: Motivation plays a crucial role within improving the performance of
employees and motivating them to perform well toward the accomplishment of goals. While
performing evaluation over the importance of motivation in term of international market it has
been identified that 20 out of 50 respondents said that the motivation is required always in order
to keep employees align with the work at international market. On the other side 25 respondents
said that sometimes motivation is required among the employees in order to push them fro
performing well within the marketplace. But 5 respondents said that motivation not always work
to keep employees align toward the work to be performed at international market. From this it
has been found that majority of people are in favour that motivation not always work but
sometime employees must be motivated in order to provide them with a clarity of direction in
term of achievement they will get when perform work at international market in effective
manner.
26
Always Sometimes Never
0
5
10
15
20
25
20
25
5
Frequency

Method of communication
In this investigation, the information is communicated to readers in written and power
point format because this is the way through which operations has to be conducted and
performed properly. As this topic is concurrent in current market, thence it will be easy for
people to understand and determine changes properly. It is easy for people to understand and
interpret information which is presented through presentation. There will ease in making proper
completion of task and it will be easy show what are aims and objectives through which
information will be clear to reader.
Findings
From the above discussion, it is clear that it is essential to change working policies because of
determination of making policies properly. There are many changes which are taking place in
external market, so in order to maintain good brand image in industry, it is essential to consider it
and perform operations properly. Social media is one of the most effective and better option
through which marketing strategies can be specific and relevant. With marketing, it will be easy
for managers to communicate and launch new product and services in the organisation. It is
evaluated that marketing activities has to be altered while entering in new market.
27

CHAPTER5: CONCLUSION, RECOMMENDATION AND REFLECTION
Conclusions
The aim behind conducting this research is to study about the marketing strategies while
globalisation of operations. There is requirement of modify and alter marketing strategies, so can
settle their business in emerging markets. Primary and secondary methods are selected for
collecting information through internet sources and questionnaire because researcher can justify
and evaluate the marketing strategies more properly. This investigation is valid and relaible
because information is collected from different sources but all the sources are valid and primary
information is gathered from respondents who have knowledge about marketing strategies and
emerging market.
From the above mentioned information, it can be summarised that globalisation proves to
be most effective medium for a business to achieve growth and success in market place. This is
because the globalisation platform brings up several growth opportunities for the business by
complimenting it with resources, manpower, finance and human resources which contribute
toward enhancing the quality of business operations. It also provides a benefit in term of
providing access to emerging market which contain high growth opportunity with less or no
competition and a medium where a business can easily grow by effectively implementing the
strategies to capture the market share. By performing investigation over this it has been found
that majority of people believes that when the marketing strategies related with the expansion,
promotion etc. Be performed in effective manner then it brings up positive outcome in term of
capturing market share and it success. In addition to this it also being identified that there are
certain factors which an organisation must consider while entering into an emerging market as
the success of company wholly depends on this. These factors are Emerging trends, Culture of
specific geographical region and Preferences of local people. These all contribute up to a great
extend in term of determining the actual requirement of company's services as well as the
feasibility of outcome of the expansion plan which organisation is planning.
Recommendations
By performing investigation over the role of marketing strategies in term of global
expansion of business performed it has been identified that there are number of issues that Hotel
Marriott may face while entering into emerging market i.e. Chad which is a country with centre
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of South Africa. These issues may affect the performance of Hotel Marriott so in order to deal
with those issues following recommendation can be consider which are mentioned below:
 For effective implementation of strategies toward market, social media platform must be
adopted by the Marriott hotel. This will not only support in approaching larger number
of customers but also help in getting instant feedback from this customer which can then
be used to revert over their issues instantly that help in developing a positive image of
hotel among customers.
 As the Chad market is new to Marriott hotel so the marketing strategies must be
regularly upgrade in order to set up business effectively. Therefore, for regularly
updating the marketing strategy managers may use the social media platform to survey
over consumer demand and then mould the strategies accordingly.
Research findings
The audience for the outcomes are the workers of Hotel Marriott which forms a part of
lower management of Hotel Marriott because they are the once who are having the knowledge
about marketing strategies of the organisation and how best use of theses marketing strategy can
be made for having good image in new market. To communicate the research outcomes use of
written report is made with effective presentation with the help of thematic approach that
includes use of bar graph and frequency table to effectively present the research findings to the
associated and related party. A written report provide in-depth and also relevant information
about the research outcomes thus, it has been use to communicate and present the research
findings.
From the literature review major factors of marketing which has to be considered while
managers of organisation is planning to enter in emerging market are found together with a
relation between emerging market and globalisation. Beside this the literature review also
provide an analysis about the effective strategy and its importance for an organisation while
entering into a new global market. The information that are not found in the literature review and
are the new finding of this research includes the various factors that an organisation must
considered while entering a new market that includes information about emerging markets and
Culture of specific geographical region. Beside this, an information regarding the preference of
local people and its impact in proper marketing strategies are also the new findings of this
research project. Thus, it can be evaluated that this research and its outcomes provide answer to
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all the stated research questions as it provide information about major marketing factors that
should be considered by an organisation before entering in any emerging global market. Beside
this project also lead emphasis over various effective strategy that are important for an
organisation for entering a global market thus, the outcomes met the research questions.
Reflection
I am glad that I got this opportunity to perform investigation over this topic of
globalisation in emerging market which not only support in developing my understanding
regarding this are but also help in determining the most favourable factors or opportunities
available which further I can use in my career practices. Despite of this I also become able to
enhance my researcher skills with the help of this investigation. As by performing this
investigation I came to know about several tools and techniques that can be used to perform
investigation in effective manner in term of collecting, evaluating and interpreting the
information effectively. In this investigation for performing secondary investigation I make use
of several sources like books, journals, articles etc. to perform literature review and for primary
investigation I make use of questionnaire by gathering information from respondents selected
through sampling. I found several issues while performing this investigation such as time
provided was limited, respondents are not ready to provide information as they are being afraid
of revealing of their identity etc. But despite of all this I tried my best to resolve the issues by
using consent form, ethical consideration in term of investigation in order to perform
investigation in more effective manner. The issue relayed with management of time and team
was also faced by me and to solve and overcome these issue use of Gantt chart and other
statistical tool are made to complete this research on time and its meet its objective. This
research has lead to an improvement in my overall skills and knowledge thus yield better future
chances and opportunity for me. In future when I again get a chance to perform this investigation
then I will use interview as an alternative method over questionnaire as it provides more clear
and detailed information about the concept due to its nature of face to face interaction with
people.
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