The role of marketing strategies to enter into a global market

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
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3
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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
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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.
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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.
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