Qbic Hotel: Digital Marketing Strategy for Liverpool Expansion Project

This project presents an executive summary and detailed analysis of Qbic Hotel's potential expansion into Liverpool using digital marketing. The report explores the application of digital marketing strategies to create business opportunities, particularly for entrepreneurs seeking to invest in the hospitality sector. It includes an organizational overview, research methodology, literature review, and analysis of external situational factors. The project aims to determine the impact of digital marketing on business expansion and identify growth opportunities in a competitive environment. The research methodology involves secondary research, data analysis, and the evaluation of various marketing techniques. The project also provides statistical data and a discussion of the findings, culminating in conclusions and recommendations for Qbic Hotel's expansion plans. The literature review covers topics such as the impact of digital marketing on business expansion and identifying growth opportunities in a competitive market.

Entrepreneurial Project
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EXECUTIVE SUMMARY
It has summarized about the concept of digital marketing that mainly useful for business
expansion in other countries. This report is based on the analysis for looking for Qbic hotel
opportunities to open new locations by using digital marketing. It has generated with the
expansion of business for creating the opportunities to open hotel in new location such as
Liverpool. It has analysis the external situational and condition of business where how it will
help for expanding the business opportunity for various entrepreneurs which can invest and run a
business in Liverpool. It has developed strategies for planning that must be carried out before
outsourcing. Ways of digital marketing can be must be enhanced to like a proper layout must be
planned to step into a digital market.
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Contents
Organisational overview..................................................................................................................4
RESEARCH METHODOLGY.......................................................................................................7
LITERARTURE REVIEW.............................................................................................................8
ANALYSIS....................................................................................................................................11
DISCUSSION................................................................................................................................18
CONCLUSION..............................................................................................................................18
RECOMMENDATION.................................................................................................................19
REFERENCES..............................................................................................................................20
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Topic: To analyze the looking for Qbic hotel opportunities to open new locations by using
digital marketing. A case study on Qbic Hotel expansion
Organisational overview
Business opportunities can be defined as if a business expands, there is a need of workers as
well as concept of digital marketing that fulfill the requirements of Qbic hotel. It is generated
with the expansion of business for creating the opportunities to open hotel in new location such
as Liverpool. It can be an expansion of a unit or a whole group which can be expanded which
created a business opportunity for various entrepreneurs which can invest and run a business in
Liverpool. Franchise is an example of business opportunity. Generating business opportunities
and selling at a considerable rate. It also used digital marketing because many customers are not
directly used the services if we have opened new locations, they always want to see the values of
services through digital marketing concepts. In this way, it has considered great opportunities for
improving business growth and development in Liverpool. There are various types of digital
marketing technique applicable in the business to increase the opportunities such as online
website, mobile applications etc. these are digital marketing distributed channels that help for
sharing the information of product and services to potential consumers.
Qbic Hotel is a London based Hotel which is widespread all over UK. It is a small enterprise
which have the opportunities to flourish. Its net worth cost around £1.2 million. It is an economic
brand which are best suited for the business class as the facilities targets the business class
sector. The Qbic hotel has expanding their business in new location of Liverpool by using digital
marketing because its great opportunities for Qbic hotel to open new restaurants within people
different locations of Liverpool.
This study includes research done on various growth opportunities carried which includes
objectives of research, research questions, research methodologies, literature review about the
topic, analysis and conclusion providing the outcomes which can help researcher for the
developing and creating a job opportunities, which help in the growth and development of Qbic
hotel in Liverpool. In this way, it become easy for Qbic hotel to interact with consumer by using
digital marketing for providing various type of product and services.
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Research Significance
This research is carried out with the objective to create a business opportunity for the young
entrepreneurs which are ready to work enthusiastically which help in the growth of the firm as
they increase in share. Research is carried out to evaluate the paradigms which are required in
creating the job opportunities and business opportunities which can help in maintaining and
flourishing the business. Research will help in the development of the strategy which will help
the entrepreneur to grow with the strategy and provide a smooth functioning of the organization
by implementation of strategies and providing the results. Research is carried out to evaluate the
key results and provide a salient working of the organization to provide a significant growth to
the organization.
Research Rationale
This research will bring the changes in the digital marketing that must flourish of the
business by creating a business opportunity to open new location. This can help young
entrepreneurs to enter the business and create an employment opportunity for others in the
organizational context. This research will be carried out with the aim to eliminate the risk of the
organization by identifying the threats and opportunities. Research helps in evaluating the impact
of digital marketing on the Qbic hotel which can help to strategies for a long-term objective.
Various factors of digital marketing which are affecting the growth of the organization. Research
helps in identifying threats and challenges which can be overcome using various strategies which
can help in development of the firm and elimination of risks which can help in generation of
employment opportunities which can help in growth of the organization which will help in
generating opportunities to open hotel with other locations and helps in expansion (Camic,
Rhodes and Yardley, 2018).
Aim: To analyse the looking for Qbic hotel opportunities to open new locations in Liverpool by
using digital marketing. A case study on Qbic Hotel expansion.
Objectives
 To determine the impact of digital marketing on business expansion plans.
 To identify growth opportunities for a business in competitive environment.
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Research Questions
 What is impact of digital marketing on business during expansion?
 What growth opportunities are available for businesses in this challenging environment?
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RESEARCH METHODOLGY
Research Methodology carried out on Hotel Qbic with the aim for the evaluating the
possible outcomes for the development of the digital market approach to be implemented on the
hotel Qbic for the development and advancement of the hotel.
Secondary research is carried out which consists of the data which are collected through
various websites which are authentic which consists of information of the past of Qbic hotel
which aims for the development of the research this data are collected through sites which
consists of the information about the hotel which can be evaluated and carried out the research
on the data generated. This aims for the generation of the information for the research, various
online data and research papers are evaluated with the specific evaluation of data to be carried
out for the research analysis.
Frameworks and procedures can be preferably evaluated using scholars and the analysis
of data of various authors which provides the data base to evaluate out the research on Digital
marketing in the expansion of the market for Qbic hotel. As in this design the scholar emphasis
on providing description of the situations of the research study. Detailed study about the creating
the business opportunities and the opportunities available for the expansion of the business
which can be carried out by the research done with the all round context.
The analysis of the data is carried out for the evaluate the research using various
pragmatism, realism and interpretism in its study, according to the nature and methodology used
for the research, as the philosophy of research reflects on the assumptions of the researcher and
further provide the base for the strategy of the research. This study aims for the generation of
various researches used for the development of the technological update using the specific tools
used to carry out the research and help in the evaluation of the specific techniques used for the
development of the change and advancement of technology. Generation of various opportunities
for the development the research is carried out to evaluate specific results.
Data evaluated out for the above research is genuine and aims for the development of
Qbic Hotel. Conceptual innovation idea is evaluated with the research. Above study carried
consists of real facts and figures.
Statistical Data for Qbic Hotel
Variables Co-operation Hotel Reits T-value
cash 80 280 4.28
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EBITDA 190 370 3.9
Investment 290 165 -4.83
Aquistition
Expanditure
58 375 6
Total Assets 2506 4900 5.5
Market Value 2606.00% 3000 1.5
Leverage 53.00% 55.00% 0.25
Tobin'sQ 7.82 2.3 -5
Institutional Investor
Percentage
7.00% 13.00% 2.2
LITERARTURE REVIEW
Theme: 1 impact of digital marketing on business during expansion
According to Alam, Wang and Waheed (2019) digital marketing is based on the
conceptual innovative idea that place in the world, but they can create opportunities for
organization to improve the profitability and productivity in marketplace. It is incredible
experience of individual that influence the people. It is mainly affecting on the consumers
purchase power, habit and interactions. The business should have grasp on utilising the digital
universe which increase the brand image and awareness among people. it became easier for
expanding business in global marketplace. It offering the efficient opportunities for people that
easily connect with the business and see the content on regular basis. It is great opportunities to
business for emerging the digital marketing in global world for purpose of business expansion.
As per DiezMartin, BlancoGonzalez and PradoRoman (2019). It can be found that there
are 3 billion of people, who always used the social networking website in daily so that it become
easy for organization to connect with the people through digital marketing. It will use the
different type of distributed channel that share information or data to the customers. In this way,
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many people are likely following the company brand. Therefore, it is clearly understanding the
digital media help to utilise for boosting the brand image along with other activities that
beneficial for business growth and development.
Durai and King (2019) said that there are different types of marketing applicable in the
business such as digital marketing and traditional marketing. The digital marketing preferences
and usefulness for consumers is higher because it is easy to provide the information about the
product and services. In this way, it is highlighting the online customer satisfaction level due to
digital marketing. This will help for expanding business in other countries by using digital
distribution channel that uses for marketing. According to Forcadell and Aracil (2019) The
business has been shifts towards the digital marketing due to market trends because a wide range
of services that marketers has offered the better quality of services. Over the world, a large
number of people are using the internet services for growing exponentially. In this way, it
examines the success of digital marketing according to the perspective of consumers.
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Theme: 2 To identify growth opportunities for a business in competitive environment.
According to Montgomery and et.al. (2019) Digital marketing is the best ways to
promote the good and services in global marketplace. It is considered the most powerful terms
that can help to improve economic condition and also create the business opportunities for
purpose of expansion. It is emerging technology for growing the business while changing the
marketing condition dynamically. In order to implement digital marketing in business which
needed to improve contents such as navigation, accessibility. On the other hand, social media is
another popular channel for the purpose of digital marketing that establish the connection
between one or more people. Sometimes, it has increased the traffic on website which return into
increases the visibility of marketing.
Niculescu, Dumitriu-Purdescu and Popescu (2019) Many marketing professional must
understand the social marketing campaigns and programs that implement in the business to
increase the performance or efficiency. As dynamic market all over the world has been changing
the relation to audience due to usage of social media and accessibility. It is very important part of
strategic approach that are adopted in the business marketing interaction plan. As per
GalindoMartín, CastañoMartínez and MéndezPicazo (2019) In competitive environment, the
business in the digital age that will increase unique challenges along with it. Unfortunately,
business face struggle with establishing the strong online presence. Sometimes, it cannot afford
to fall in short term. It is obvious thing to the organization for establishing the business in digital
market and decided to create online presence so as it easily open new hotel in other locations.
Sarquis and et.al. (2019) dynamic blogs are important tool for digital marketing that has
been successfully impact on the organization sales, production especially when the consumer can
read the views and comments of other people. For enterprises, online review is worked in
effectively which influence the decision of other consumers. In this way, it can be determined
that online marketing is becoming more efficient that influence the technique of communication.
As per Liu, Perry and Gadzinski (2019) marketing website contain the information about
the product and services that is targeted the buyers, who can attract towards the services. If the
business run the continue publication for blogs, records, videos on digital marketing channels.
On the other hand, it will face the challenge related the involvement of professional, who will
create content for people, it can be increased lot of burden for business team, hire an efficient
agency to take care of content details as per needs. In context of competitive environment, it
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useful for increasing growth opportunities and create digital environment to understand the need
of consumer through market research concepts.
The organization has faced the challenges due to competitive environment in global
world so that it being great idea of targeting potential audience, who are always used the digital
marketing tool to search details about services. In this way, it helps for increasing opportunities
and also understand the requirement of customer. it will build an effective marketing strategy to
target the potential consumers in global world.
ANALYSIS
For data analysis of the research, it can be used secondary research analysis that collect or
gather the information through qualitative method. It is mainly identifying the information or
data related to the research questions.
Situational analysis for Qbic hotel
As per analysis of resources within Qbic hotel that required to merge with the other
business those who will adopt new digital marketing that help for increasing the business
opportunities and expansion. Qbic hotel is providing the different type of food services but it can
face many challenges in market (Alam, Wang and Waheed, 2019). It is highly inspiring with the
new technology that easily keep record all information in proper manner. It is required to
implement new digital marketing channel for sharing information.
The evidence of new innovative Business is possible to use new technique or method that
can improve the services such as ERP system to record the details of guest during check in/check
out.
The Founder of organization always influence the other employee regarding business
growth and development. sometimes, it also faced many problems regarding decision making. It
has been increased the risk of trust between employee and founder.
Apart from that it can be analysed overall strength and weakness of Qbic hotel by using
analytical framework of “TOWS”. It is based on the acronym for opportunities, threats, strength
and weakness. In this way, it easily examines the overall internal opportunities of Qbic hotel in
other nation.
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TOWS Matrix
Strength:
 Qbic hotel provide special
services and safe
accommodation for guest.
(personalised services)
 The hotel is mainly
contributing to local economy.
Weakness:
 Qbic hotel is becoming high price because
they are increasing profitability so rate is
higher than other.
 It is based on small enterprise so that exists
unfair tax structure which turn into high.
Opportunities:
 Qbic hotel uses advancement
of digital marketing
technology for inspiring
potential consumers.
(facebook, twiteer)
SO Strategies
 Potentially Qbic
hotel expansion
business through
techniques.
 It provides
advertisement for
purpose of
promotions.
WO Strategies
 Qbic always
improved and
upgrade quality
of services.
 It also conducting
training session
of employee.
Threat:
 Qbic hotel faced problem
regarding higher competition
level in market.
 The Qbic hotel is also still
reeling back from the world
recession.
ST Strategies
 Qbic hotel
establish the
security and
privacy.
 It also maintained
the personal details
of consumers.
WT Strategies
 Qbic hotel
promotes the
organization
image and
enhance in global
market.
Table:1
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