Research Report: Digital Marketing Impact on SME Sales - Hotel Qbic UK

This research report examines the implications of digital marketing on the sales growth of Small and Medium Enterprises (SMEs), specifically focusing on Hotel Qbic UK. The study explores the aims, objectives, and rationale behind investigating digital marketing's impact, including a review of relevant literature. The research methodology encompasses various aspects such as research philosophies (positivism), approaches (inductive), designs (descriptive), and data collection methods (primary). The report presents findings from a survey conducted with 30 respondents, analyzing themes related to website maintenance, the importance of digital marketing for sales, employee training, social media usage, the impact of digital marketing on business structure, and the observed increase in sales. The analysis includes interpretations of the survey results, presented through frequency tables and percentage breakdowns. The report concludes with a reflection on the effectiveness of the research methods used and suggests alternative methodologies.

UNIT 11 RP

TABLE OF CONTENTS
1. RESEARCH PROPOSAL...........................................................................................................1
Topic.......................................................................................................................................1
Aims & Objectives:................................................................................................................1
Aim.........................................................................................................................................1
Objectives...............................................................................................................................1
Rationale.................................................................................................................................1
Review of Literature...............................................................................................................1
Research time plan.................................................................................................................2
Research approach and methodology.....................................................................................2
2. RESEARCH DISSERTATION...................................................................................................2
A) RESEARCH TOPIC, STATEMENT, OBJECTIVES AND SIGNIFICANCE.........................2
Research proposal...................................................................................................................2
Aim.........................................................................................................................................2
Objectives...............................................................................................................................2
Research Question..................................................................................................................3
Significance of the study........................................................................................................3
B) REVIEW OF LITERATURES...................................................................................................4
Theme 1: Study the implication of digital marketing on the sales of The Hotel Qbic UK....4
Theme 2: Identification of challenges of digital marketing experienced by The Hotel Qbic UK
................................................................................................................................................5
Theme 3: Analysing growth of the enterprise with use of digital marketing approach.........5
C) RESEARCH APPROACH & METHODOLOGY....................................................................7
Research Approach.................................................................................................................7
Research Design.....................................................................................................................7
Data Collection.......................................................................................................................7
Sampling.................................................................................................................................8
Research Philosophy..............................................................................................................8
Data analysis...........................................................................................................................8
Cost, Access and Ethical issues..............................................................................................9

Reliability and Validity..........................................................................................................9
D) DATA COLLECTION & INTERPRETATIONS......................................................................9
E) CONCLUSION, RECOMMENDATION AND REFLECTION ON THE RESEARCH
PROCESS......................................................................................................................................23
Reflection on the effectiveness of research methods...........................................................23
Alternative Research Methodologies...................................................................................23
3. COVERED IN PPT....................................................................................................................24
Verbal presentation...............................................................................................................24
REFERENCE.................................................................................................................................25

1. RESEARCH PROPOSAL
Topic
The Implications Of Digital Technology On Sme's.
Aims & Objectives:
Aim
“To determine the impact of digital marketing on sales growth of SME's. A study on Hotel Qbic
UK.”
Objectives
1. To study the implication of digital marketing on sales of The Hotel Qbic, UK.
2. To identify challenges of digital marketing experienced by The Hotel Qbic, UK.
3. To analyse growth of the enterprise with use of digital marketing approach.
4. To recommend ways to have improvement in business activities by implementing digital
marketing approach at the Hotel Qbic, UK.
Research questionnaire-
 What is the implication of digital marketing on sales.
 What are the challenges of digital marketing expeienced.
 How to analyse the growth of enteroruse with use of digital marketing approach.
Rationale
The present report is based on relevance of maximisation in sales with use of digital
marketing approach. The reason behind choosing this topic is to get depth knowledge about the
study. This study will help me to develop perception about uses of digital marketing approaches.
The manager and employees of any firm should have idea that how digital marketing method
will be used and how potential customer are to be reached by using digitalisation approach
(Quinton and Simkin, 2017). Thus, it can be said that digital marketing concept will be helpful to
transform the growth of enterprise. It helps to facilitate strategical edge and competitive
advantage in market.
Therefore, skilled labour workforce, efficient process and supportive technology enables
to connect with potential customers and it also shapes interaction with them (Sigala, 2018.). In
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this, digital marketing is very versatile approach yet more demanding as compared to traditional
marketing strategies.
Significance of the study- The present research study is based on determine the impact
of digital marketing on sales growth of SME's, Hotel Qbic, UK. This sudy will help to
researcher to gether the depth information about the topic of research. With the help of determine
teh implication of technology on marketing of hoten enterprise, teh reserahcer can able to take
further investigation. By the use of it, the reserahcer can able to get depth insights about the topic
of researach.
Review of Literature
According to Kannan, (2017), digital marketing is implemented for long term
profitability and productivity. Customer are more comfortable with the use of internet and other
electronic tools. Thus, interaction with them is easier for companies which results in increase in
sales. In this, it can be said that there are some challenges faced by Qbic like lack of financial
resources and proficient employees and this are major cause to barricades growth of an entity.
employees.
Thus, As per the view point of Schegg and Stangl(2017) future growth in sales can be
measured with the help of customer behavior and effective tracking. As per the view of Schegg
and Stangl, (2017) employees should provide effective training so that they can able to make
the use of advanced techniques and perform their best.
As per the view of Perera and Perera, (2017) states that innovative things are about to
bring if manager use to think outside the norms. In this, manager of Qbic taking initiatives to
design effective website as it is reflection of the enterprise. It is effective in terms of attracting
and retaining customers. Thus, changes are essentials to bring transformation in firm activities.In
contrary to de Queiroz Falcão and et.al., (2017) states that by creating comprehensive customer
insights program enterprise is able to delivering superior experience to buyers.
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Research approach and methodology
The research method aids to gather the depth information about the topic of research. Thus, it
has been defined in below presented manner as-
 Research philosophies- It is belief that helps top gather, analyzed and used. Thus, these
are of types as interpretivism, epistemology, doxology and positivism. Herein, the
reservedness will have the use of positivism technique.
 Research approach- This is plan and procedures that aids to get the detailed information
about the topic of research. It is method that assists to collect data, analysis and
interpretation. There are basically two approaches. Thus, researcher will have the use of
inductive techniques.
 Research design- This is set of method that helps to collect and analyze the information.
Thus, research design may be of many types as descriptive, quantitative and quasi
experimental. On the other hand, researcher will have the use of descriptive technique.
 Data collection- It is systematic way to get the depth information about the topic of
research. There are two types of techniques as primary and secondary. Thus, researcher
will have the use of primary technique.
 Sampling- It is one of the effective method in terms to conduct the proper survey. Thus,
two kind of techniques as probabilistic and non probabilistic. Thus, researcher will have
the use of non probabilistic technique. Activities and Timeline scale-
The activities and plans are needed to be constructed effectively so that each activity can
get done at proper deadline.
Timeline:
Activities 1th
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Research
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topic
Literature
Review
Designing
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methodolo
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Design
question
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Carry out
Research
activities
Data
Analysis
and its
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Conclusio
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Final
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Editing &
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2. RESEARCH DISSERTATION
A) RESEARCH TOPIC, STATEMENT, OBJECTIVES AND
SIGNIFICANCE
Marketing is an activity which is comprises by set of institution as process of creating,
communicating, delivering and exchanging product and services to customers (Lagat and
Frankwick, 2017). Over the years, implication of digitalisation has evolved overall process of
marketing. The main aim of every enterprise is to enhance its profitability. Thus, implication of
digital marketing aids to bring high level of interconnectivity with customers. It is crucial
element to understand current needs of buyers. The growth of any firm occurs with use of good
utilisation of resources and its capacities which are uses to facilitate long term sustainability in
market (Blakeman, 2018).
In order to carry out research effectively, The Hotel Qbic will be taken into consideration.
The motive is to understand the requirement of customers and deliver them good product and
services with use of digital marketing approach. Moreover, report will make empirical literature
on the impact of digital marketing approach about performance of company. To create
systematic way for competition of the research, aims and objectives are formed in below context
as follows-
Research proposal
Aim
To determine the impact of digital marketing on sales growth of SME's. A study on Hotel Qbic,
UK.
Objectives
5. To study the implication of digital marketing on the sales of The Hotel Qbic, UK.
6. To identify challenges of digital marketing experienced by The Hotel Qbic, UK.
7. To analyse growth of the enterprise with use of digital marketing approach.
8. To recommend ways to have improvement in business activities by implementing digital
marketing approach at the Hotel Qbic, UK.
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Research Question
1. What are implications of digital marketing on the sales of Hospitality sector of UK?
2. What are digital marketing challenges experienced by The Hotel Qbic UK?
3. How to analyse growth of enterprise with use of digital marketing approaches?
Illustration 1: Digital marketing
(Sources: How Digital Marketing Impacts the Growth of Your Brand, 2018)
)
Significance of the study
In recent years, digital technology works as to revolutionised the growth of an enterprise.
Technology enables to have better customer experience by having effective marketing
technology which aids as to automate process, personalise interaction and coordinate all actions
(Ali, Murphy and Nadkarni, 2018). Thus, technical advancement is assistive in terms to
monitoring, tracking and managing effectiveness of marketing investment. The Hotel Qbic is
making use of digital marketing approach so it can be more customer centric. In addition to this,
number of firms are using this approach for creating comprehensive customer insights programs.
Thus, buyers get attracts after seeing the advertisement on media channels so it helps to create
brand development of particular organisation.
Moreover, Digital marketing method work as to provide unprecedented number of
opportunities to talk directly with their potential customers. The well designed digital marketing
approach is one of proven and cost effective medium that enables SME's to better challenges of
market and develop stable growth (Hänninen and Karjaluoto, 2017). Furthermore, digital
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marketing strategy will address large number of audience to Hotel Qbic and it aids to enrich
growth of the enterprise. Thus, to maximise the growth it is essential to use digital marketing
approach so that long term sustainability can be maintained. With help of it, potential customer
can be approached and it maximise the profitability as well productivity of enterprise.
B) REVIEW OF LITERATURE
This is one of crucial aspect that enables various kind of research which will be carried
out by differed researchers. Thus, it is assistive to develop depth knowledge about the research
topic.
Theme 1: Study the implication of digital marketing on the sales of The Hotel Qbic UK.
According to view of Kannan, (2017) states that there are various customer who have
diverse set of preferences and it is important for firm to understand needs so that maximisation of
entity can be possible. Thus, Schegg and Stangl, (2017) states that term digital marketing can be
defied as buying and selling on information product and services with use of computer networks
and internet. In this context, it is essential to implementing the digital marketing approach. In
contrary to Patti and et.al., (2017) states that hospitality sectors there are number of departments
as are chefs, employees, receptionist etc. With use of approach as digital marketing
communication can be more transparent and it leads to have long term profitability and
productivity.
Thus, manager of Qbic are taking initiatives to keep information easily accessible with
just a click of mouse. It is crucial for hospitality sector to understand needs of buyer so that it is
possible to have maximisation in profitability as well as productivity. Thus, digital marketing
approaches creates boom to the enterprise as its provide technical advancment so that firm can
able to operate its bujsiness actibities proficiently. With help of it, enterprise can able to be more
inter-connective. With use of technical advancement it can be possible to improvise internal
collaboration. According to the view of Watson and et.al., (2018) states that this approach is also
assistive in relation to establishing relation between product offered in market and targetted
buying behaviour groups.
Thus, it can be said that when new techniques are implemented than there are more
chance to bring improvement and understanding that differed preference of customer in market.
It is one of effectiveapproach to set better interaction with customer's. As per the view of Nagle
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and Müller, (2017) technical advancement are creating buzz in modern scenario. The main
challenge under this scenario is to have use of digital marketing approach for measuring
performance indicator of the enterprise. According to view of de Queiroz Falcão and et.al.,
(2017) states that the technological advancement provides as unprecedented number of
possibilities to have direct interaction with potential customers. In this, it can be said that digital
marketing works as to revolutionize overall activities of an enterprise.
Theme 2: Identification of challenges of digital marketing experienced by The Hotel Qbic, UK
According to view of de Queiroz Falcão and et.al., (2017) states that targeting right
audience is crucial aspect in managing activities of marketing. The cost is biggest challenge for
adopting digital marketing techniques, managers allow and worry about things that how to bring
innovation with use of technical advancement. Constantly, it can be seen in techniques of
marketing and strategies from print to digital in the last few years. In contrary to Watson and
et.al., (2018) states that interaction with customer have become more efficient with help of new
tools. It aids to keep track over performance of audience. One of the major challenges faced by
enterprise are lack of efficient employees. It is major cause for implementation of technical
advancement in Hotel Qbic, UK.
Thus, proactive employees helps to bring competitive advantage and sustainability.
Moreover, it can be said that staying alert and well informed about technology is best way to stay
in sync with the new strategies. Under this. Direct interaction with customer becomes as ease to
perform the organisation function in proficient manner. According to the view of Sigala, (2018 )
states that enhancement in use of digital marketing can creates potential threats as it maximise
cybercrime offences. Sometimes, lack of financial resources are core issues and its barricading
future growth of the enterprise.
Theme 3: Analysing growth of the enterprise with use of digital marketing approach
In this, digital marketing approach has brought astonishing changes in ways to bring
product and services in market. According to view of Watson and et.al., (2018) states that
marketers need to understand the accessibility of digital facilities to youth group as it is helpful
in launching any product and services. With use of digital marketing approach, the firm is able to
bring strategic edge and competitive advantage. It also aids to track and analysing the customer
behaviour and works as to insights to decision makes instantly.
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As per the view of Schegg and Stangl (2017) states that business growth can be
measured with help of effective tracking, analysing and interpreting customer behaviour so that
future action can be predicted. Thus, Quinton and Simkin, (2017) states that digital marketing
approach creates capability that directly enables speed, agility, experimentation, interactive
development and responsiveness this all helps to shape marketplace.
The growth can be easily analysed by continually track over business activities and firm
should take instant feedback of customers. In addition to this, O’Gorman, Lochrie and Watson
(2014) main motive of bringing digital market is to get in touch with customer on regular basis
so that their needs can be identified. This type of working will be helpful to bring long term
productivity and profitability to the Hotel Qbic, UK. The firm should target key audience in
market and offer product which will help to satisfy their appetite. The Qbic is facilitating the
online communication media with help of which they can easily book their room as per their
preference. It works to ease for facilitating future growth to the Hotel Qbic, UK.
C) RESEARCH APPROACH & METHODOLOGY
Research Approach
Research approach can be described as procedure and plan which has different types of
wide predictions to detailed method of data collection, examination and its interpretation. Thus,
it is based on nature of research approach that has to be resolved. Research approaches should
make sense and involves various kinds of decisions required to be taken the impact of digital
marketing on sales growth of SME in UK. There are two types of research approaches i.e.
Inductive and Deductive. In this research, inductive approach is used because it is concerned
with emergence of new theory and ideas from data. Data collected generalised from specific to
general level (Awad and Soliman, 2017). It is mainly used to explore a particular phenomena and
identify patterns and concepts that could eventually generate conceptual framework. Thus, there
is no chance of falsification of data. On the other hand, deductive approach aims on existing
theory which designs a reserach strategy to analyse a hypothesis. It's reasoning is basically from
paticular to general.
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