Dissertation: Marketing Tactics Impact on Movenpick Hotel Doha Qatar

This dissertation investigates the impact of marketing tactics on the business performance of Movenpick Hotel Doha, Qatar. The study explores the relationship between marketing strategies, particularly social media marketing, and key performance indicators such as sales, customer satisfaction, and overall business growth. The research includes a literature review of marketing concepts, factors affecting the hotel industry, and the impact of marketing tactics. The methodology involves a survey of 20 managers at Movenpick Hotel Doha. The findings are analyzed to determine the effectiveness of different marketing approaches and suggest ways the hotel can enhance its performance through improved marketing strategies. The dissertation also addresses the importance of digital marketing and the need to adapt to customer preferences in the modern era. The study aims to provide a comprehensive understanding of how marketing tactics influence the success of the hotel.

DISSERTATION
Impact of marketing tactics over business
performance: A study on Movenpick Hotel Doha
Qatar

Executives Summary
Marketing is one of the most significant aspect in the business enterprise by which
corporation can easily able to improve its sales in the market. In the absence of marketing,
corporation cannot able to promote and advertise the product and services in the market.
Marketing activities helps the organization to gain competitive advantage with the help of
different promotion activities. In the present study, researcher have main aim is to investigate
that relationship between the social media marketing and growth of the business enterprise. In
addition to this, researcher have main aim is to investigate the impact of marketing tactics on the
performance of business. Thus, for this objective researcher has conducted the investigation of
the 20 managers of the organisation that is Movenpick Hotel Doha Qatar. In addition to this; I
have also used various method of the research methodology to address the actual issue of the
research. The purpose of the study is to find the different marketing tactics especially social
media marketing which helps Movenpick Hotel to enhance their performance. Other than that
dissertation includes several aspects of social media platform by which venture can promote their
organisation and their product as well as helps them to connect and communicate with the
customers

Table of Contents
1 INTRODUCTION........................................................................................................................1
1.1Background of the study....................................................................................................1
1.2 Researcher Aim................................................................................................................3
1.3Research Objective............................................................................................................4
Research Question..................................................................................................................4
1.4Rationale of the study........................................................................................................4
1.5Focus and purpose.............................................................................................................5
1.7 Dissertation structure........................................................................................................6
2. LITERATURE REVIEW ...........................................................................................................8
2.1 Concept of social media marketing tactics and its importance to the business................8
2.2 Different factors that are responsible for decreasing sales of hotel industry.................11
2.3 Impact of marketing tactics over business performance of Movenpick hotel Doha Qatar. 13
2.4 Relationship between the social media marketing and business growth such as their
performance and sales..........................................................................................................15
3 RESEARCH METHODOLOGY................................................................................................16
3.1INTRODUCTION ..........................................................................................................16
3.2 Research philosophy.......................................................................................................17
3.3 Research Strategy...........................................................................................................18
3.4 Research approach..........................................................................................................18
3.5 Research design..............................................................................................................19
3.6 Data collection................................................................................................................20
3.7 Sampling.........................................................................................................................21
3.8 Data analysis...................................................................................................................21
3.9 Ethical consideration......................................................................................................22
4 DATA ANALYSIS AND INTERPRETATION........................................................................23
4.1 Introduction....................................................................................................................23
4. 2DISCUSSION.................................................................................................................24
5 CONCLUSION AND RECOMMENDATION .........................................................................43

5.1 Theoretical implication ..................................................................................................43
5.2 Managerial implication...................................................................................................45
5.3 Researcher limitations....................................................................................................46
REFERENCES..............................................................................................................................47
Appendix .......................................................................................................................................53
Questionnaire........................................................................................................................53

1 INTRODUCTION
1.1 Background of the study
Marketing is the process by which seller and buyer purchase and sell different goods and
serving in order to satisfy their target market and catering their needs and wants. It is tool by
which organization create value for their business so that they can create strong relationship with
their target market. Marketing is one stage of management process by which different venture
and marketer identify, anticipate and satisfy needs of customers. It also helps the management to
influence the decision of target market and create positive brand image in the perception of their
clients. Marketing is very broad concept which includes different factors such as production,
product, selling, marketing, social marketing concept. Production concept is the way by which
organization start manufacturing the products in bulk quantity, they think that customer will buy
those products which have less price and easily available. Product concept focus on quality of
products, makers try to manufacture qualitative products. They think that, target market will
purchase those goods which have high quality. Selling concept focus on distribution of products
and services, the organization perceive that they have to made efforts in order to sel products and
service. They focus on different promotion activities such as coupons, discounts, samples,
loyalty cards etc. marketing concept focus on needs and wants of the customer, markets try to
identify needs and wants of the customers and then manufacture products accordingly (Hamzah
and Sutanto, 2016). Social marketing concept is the way by which organization focus on dual
aspects that are needs and wants of customers and produce environment friendly products.
In this modern era, marketing plays very significant role in success of organization,
marketer are trying to put maximum efforts in order to retain their client for longer duration.
Other than that it is said that marketers are focused towards marketing so that they can promote
their products and services to the large target market. Marketing activities helps the organization
to gain competitive advantage with the help of different promotion activities. It is very important
for the ventures to have effective communication with the target market in order to retain them.
This can be achieved with the help of strong marketing strategies which includes product, price,
place and promotion strategies. Thus, business are trying to create more advance base with the
help of effective marketing strategies.
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Different organization are trying to understand the needs and wants of the customers and
accordingly they are serving goods and services to them. In order to meet customer's expectation
and gaining competitive advantage, venture are trying to putting large efforts to produce
innovative and differentiate products. It helps the venture to have long termed sustainability in
the market place. As well as it generates awareness in the mind of people. Whenever the
organization is going to launch new product in the market, awareness plays very significant role
in generating revenue form the new product. If customer do not have any knowledge and
awareness about the product, how he or she will consider it as an alternative for buying decision.
Thus, marketing is very important to sand out of line and generating awareness and knowledge.
Other than that marketing helps the organization to attract large target market and enhance the
satisfaction level of the customer.
Marketing tactics is the strategies selected by the venture in order to promote their goods
and service so that sales volume of the entity can be increased. Customer satisfaction is primary
motive of every organization, they try to meet the requirements of target market in order to
attract new customers and retail old and loyal consumers. Key objective of using effective
marketing tactics by the venture is to use their resources in effective way whether it is financial,
human resources, inventory, machinery etc. There is very strong bond between the marketing
strategies and organization's growth (Serrat, 2017). If marketing strategies give fruitful results
then, business will earn more revenue and if it does not give effective outcomes then
organization will be able to generate high profits. The venture who are able to implement
marketing strategies in effective way, they will able to attract and retain large customers.
Ultimately, it has huge impact over productivity and profitability of the firm. Marketing
strategies and tactics helps the organization to create loyal customers and retain them for longer
period of time. It also helps them to generate large revenue, enhance sales volume and create
brand awareness.
As this ear is of digital, people have started doing economic with the help of digital
platform. Introduction of digital technologies have created huge impact over the mind-set,
perception, motivation and decision making of the customers. People have started purchasing
different products and services from various online store rather than physical outlets. This have
reduced time, money and efforts of customers, thus customers prefer digital way to do their
transaction. In order to meet up these standard of customers, organization need to adopt different
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digital marketing techniques. The tactics which involve in digital marketing are search engine
optimisation, pay per click, social media marketing etc. In the coming era, digital marketing is
taking very significant place in the organisation, without digital advertisement and promotion ,
firm can not gain competitive advantage. When it comes to the service industry, they have no
physical products which helps the organisation to cater the needs and wants of the customers. So
they have to focus on effective servicing. The effective tool by which organisation can promote
their service is digital marketing. Other than that word of mouth is very important aspect in
service industry, which can influence the buying behaviour and decision making of the
customers. Word of mouth can be generated when organisation is serving the best services and
customers are fully satisfies, this can be achieved with the help of effective marketing tactics and
digital marketing.
Present study is based on the Movenpick Hotel Doha Qatar. It is 4-start hotel, marketing
strategies of cited firm will be analysed in this study. By having an application of marketing
tactics the company is attaining better outcomes in terms of growth. Brand-image of Movenpick
Hotel Doha Qatar is also being improved. The key aim of current dissertation is to evaluate
impact of marketing tactics over business performance which includes different aspects such as
profitability, productivity, customer satisfaction, customer decision making etc. Report will
discuss the concept of marketing tactics and its importance to the organization. Hospitality
industry is facing huge competition with that travellers are moving towards other brands
frequently (Efthymios and Folinas 2016). Thus, this hotel will be chosen by researcher to
identify potential of the business. Movenpick Hotel Doha Qatar sales have been reducing day by
day so it has created huge pressure over the organization. Thus, It is necessary for the venture
that to plan and execute some effective marketing strategies that can attract more consumers
towards the brand. This investigation will add working of hospitality industry and impact of
marketing on their overall performance.
1.2 Researcher Aim
The aim of the study is “To analyse impact of marketing tactics over business
performance of Movenpick hotel Doha Qatar”
1.3Research Objective
 To examine concept of social media marketing tactics and its importance over the
different organisations.
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 To determine the reasons that are responsible for decreasing sales of Movenpick hotel
Doha Qatar specially marketing tactics.
 To evaluate impact of social media marketing tactics over business performance of
Movenpick hotel Doha Qatar.
 To analyse relationship between social media marketing tactics and business growth of
the Movenpick hotel Doha Qatar .
 To suggest ways through which Movenpick hotel Doha Qatar can use marketing tactics
effectively and can enhance its performance.
Research Question
 What is the concept of social media marketing tactics and its importance to the business?
 What are the different factors that are responsible for decreasing sales of Movenpick
hotel Doha Qatar?
 How social media marketing tactics have impact over business performance of
Movenpick hotel Doha Qatar?
 What is the relationship between the social media marketing tactics and business growth?
 What are the different suggestion by which Movenpick hotel Doha Qatar can implement
marketing tactics effectively in order to enhance their performance?
1.4Rationale of the study
There are various reason that have affected the mind of researcher when investigator is
doing the research for dissertation. This is how he have created his interest and curiosity in the
topic and this is the key reason he has selected the topic that is impact of marketing tactics over
business performance: A study on Movenpick hotel Doha Qatar. The researcher has good
knowledge and understanding regarding the topic and this is how he had decided to select this
topic in order to explore more knowledge about the different marketing tactics. Other than that
investigation have good knowledge and understand about the different marketing tactics which
can helps the tour and travel industry in order to enhance their performance and gain large
market share. The key reason of selecting this topic is, that hospitality industry all over the world
is facing huge competition. Travellers analyse all the services of hotels before they visit.
Marketing is the process by which different organisations can attract more people towards their
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brand and gain large market share. Rationale of this study is to develop better understanding
about sustainable marketing tactics and business performance. This will support the organization
in identifying loop fall in current system and making effective modifications to improve overall
performance of the entity.
Sales of the Movenpick hotel Doha Qatar is reducing since long time that creates loss on
the organisation. With the help of the scholar will be able to identify issues in the business and
will be able to provide solution to increase its sales volume. Consumers are turning towards
other brand frequently that is creating trouble for the hotel thus, this study will be beneficial for
the organization in identifying impact of marketing on business performance. This study helps
the organisation to enhance their sales and profitability
1.5Focus and purpose
The key aim of this research is impact of marketing tactics over business performance: A
study on Movenpick hotel Doha Qatar. The researcher actually want to understand the key
reason why the sales of the Movenpick hotel Doha Qatar is decreasing day by day and what are
the reason why the organisation is going under the stress. The whole dissertation explain the
significance of the different marketing tactics which helps the marketer to attract large target
market and can gain competitive advantage. Marketing tactics plays very significant role in
every organisation whether it is small or big company or they are production and service
industry. There are different elements that are included in the marketing mix that are product,
price, place and promotion and when it comes to service industry then process, people and
physical evidence are the three major marketing concept. Thus, it is very significant for the
researcher and tourist to know the importance of marketing tactics which helps the different
organisation to attract large customers and traveller to select the best option. The purpose is to
find the reason why the Movenpick hotel Doha Qatar's performance is decreasing. As well as
what are the recommendation given to them in order to implement different marketing tactics
which helps them to enhance their profitability.
1.6Research Problem and Hypothesis
There are several problems that have been arises in the tour and travel industry due to
increase in the competition and this is very big problem of various organisation who are dealing
in tour and travel, that is why researcher have selected this topic. Competition is very big
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problem and this is only hypothesis made by the researcher. Performance and profitability of the
tour and travel organisation is decreasing day by day due to raise in competition. They need to
implement different marketing tactics which helps them reduce stress in their venture and serve
best services. In this dissertation, researcher will find the different reason that are responsible for
decreasing sales of Movenpick hotel Doha Qatar and relationship between the social media
marketing tactics and business growth. Other than that this dissertation helps the Movenpick
hotel Doha Qatar to increase their sales.
1.7 Dissertation structure
Chapter 1: Introduction: This chapter include the brief introduction about the research
problem and what are the different causes and consequences of the issue. It includes brief
knowledge about the social media marketing tactics and its importance to the business. As well
as it also include the different reason of reducing the sales volume and performance of the
Movenpick hotel Doha Qatar. With that introduction chapter includes the research aim,
objectives and question that have been framed by the researcher which helps him to conduct
whole research on that basis. Other than the themes of the literature review have been prepared
on the basis of research question. Moreover, it consists of detail data, some facts and figures
about the marketing tactics and its impact on the different sectors specially on the tour and travel
industry. Other than that On the basis of detail description, the brief of Literature review,
Research Methodology, Data analysis and interpretation, Conclusion and Recommendation have
been included in the introduction chapter
Chapter 2: Literature review: After finishing the introduction chapter, the researcher start
other chapter that is literature review, it is also one of the important chapter in the dissertation.
The investigator start collecting different knowledge which is given by the different anthers and
researcher about the different marketing tactics and how it has great impact over the
organisation's growth. In order to support the primary research, literature review helps them to
collect all the relevant data about the topic. In this chapter of literature review, the researcher
will define different themes on the basis of research objective and question which help him to
attain its key aim. The themes help the investigator to divide the information into different parts
in order to collect specific knowledge and information about the research problem. These all
themes helps the Movenpick hotel Doha Qatar to understand the importance of different
marketing tactics which helps them to solve their problem related to sales and profitability.
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Chapter 3: Research Methodology: Once the different themes have been made by the
investigator and secondary data have been collected by the scholar, the other chapter is research
methodology. This is also another important chapter in the dissertation which helps the
investigator to select the best research method. It helps investigator to find the different
techniques that are involved in the research methodology. This chapter includes several methods
of research that are research philosophy, approach, data collection, data analysis and
interpretation, sampling and research design. In this chapter researcher selects the best method
which helps him to collect and analyse the data in appropriate manner. The key aim of writing
the research methodology to vindicate the techniques chosen by the research worker.
Chapter 4: Data analysis and interpretation: The another chapter is data interpretation, once
the researcher have completed the research methodology chapter and select the best techniques
in order to conduct the research. This is also one of the significance chapter in the dissertation on
which all the results are dependent. In this chapter, investigator analyse, interpret and evaluate
all the relevant information which have been collected to find the ultimate outcomes. The data
have been analysed on the basis of primary and secondary data collection. Other than that all
scholar chose and implement the effective and efficient technique which helps him to interpret
and evaluate the information in appropriate way.
Chapter 5: Conclusion and Recommendation: Once the Data analysis and interpretation
chapter have been completed, now the investigator have to summarise the dissertation which the
help of different causes and consequences of the research that have been made by him or her.
Other than that the other part of this chapter is recommendation, which have been given by the
scholar in order to fill the gaps between the primary and secondary data and different ways by
which organisation can solve its problem. This chapter is very much effective for the researcher
and the person or organisation which is facing same problem. Thus, this chapter serve the result
and outcome of whole research project.
2. LITERATURE REVIEW
2.1 Concept of social media marketing tactics and its importance to the business.
According to the view of Carrigan, (2005) social media marketing is the part of
promoting organisation's products and services, by which venture can create awareness of the
goods and services and promote their brand with the help of different social media platforms
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such as Facebook, Twitter, Pinterest, Instagram etc. nowadays most of the people are using these
platforms to connect and communicate with each other as it reduce the consumption of time and
money of the people in social world. Social media platforms helps the customers to collect all
the relevant information about the different products and services, brands with their price,
product specification and feature, availability and different promotional activities which helps
organisation to take effective purchase decision. Other than that it is also effective tool by which
organisation can display their products and service on screen, promote their brand and serve
information about their products, services and brand. With that it is very significant for the
different organisation to have proper knowledge about the taste, preferences, needs, wants,
expectation and satisfaction of the customers. This will venture them to produce and offer goods
and service as per to the customer's expectation and preferences. Every individual have different
preferences and taste which is being influenced by their culture, tradition and norms.
Organisation need to understand the culture and tradition of the customers to whom they are
serving goods and services. Information can be collected with the help of different social media
platforms such as if 3 products are displayed by the organisation on Facebook, now people start
taking about that product in the form of comments and likes, the product which gets maximum
like and comments will be preferred by most of the customers. This is the simplest example for
the use of social media. In the real world, organisation can use social media marketing in many
ways which not even think by the customers but their feedback is grabbed by the different
organisation. In the contradicting view of Czinkota and Ronkainen, (2012) Social media
marketing helps the organisation to attract large customers towards their brand by effective
communication and create brand loyalty by customers. Social media marketing assists to the
organisation in inform the information about product and services to its customers. With help of
social media, company can get touch with customers and acknowledge the feedback and review
about product and services. Social media marketing have great significance over the different
organisation and customers. Social media marketing is the business strategies which helps the
ventures to interact with their target market with the help of different social media platforms
such as Facebook, Twitter, Instagram are major popular websites that helps in making good
coordination with consumers.
According to the view of Edwards, (2008) marketing is the effective and efficient
marketing ways by which ventures can promote their products and services to their end users or
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