Pearson BTEC HND Business Project: Qbic Hotel Social Media Marketing

This report analyzes the impact of social media marketing on Qbic Hotel, a small to medium-sized hotel in London. The project's aim is to assess how social media enhances the hotel's marketing and promotional activities. The report outlines the project's objectives, research questions, and a project management plan including timelines and resource allocation. A small-scale research study using questionnaires was conducted to gather insights from managers and employees, exploring the frequency of social media use, benefits derived, challenges faced, and strategies employed. The findings reveal that Qbic Hotel frequently utilizes social media, experiencing benefits such as improved customer relationships and enhanced reputation. The study identifies issues like negative feedback and recommends strategies like increased employee training and creative content development. The report concludes with recommendations for Qbic Hotel to improve its social media marketing practices, enhancing customer base and engagement.

Managing a Successful
Business Project

LO 1
P1 Devising project aim and objectives
Topic of research: Impact of social media on enhancing marketing and promotional activities of
organisation; a study on Qbic Hotel.
Background of Study
Digital technologies indeed revolutionised the way today's business managers conduct
their business activities. Digital technologies have transformed the way organisations operate. It
not only helps in lowering the cost, time and efforts of companies but also enhances the
profitability and productivity of the organisation (Bakan, 2016). To sustain in competitive
environment it is essential and crucial for business organisations to utilise advance technologies
and systems. Social media marketing is the current trend which revolutionised the marketing
tactics of the organisation. It only helps in promoting organisational products and services to
large number of customers but also assist in interacting with them. This eventually enhances
customer satisfaction, motivation and loyalty. In this context, the following research study will
focus on impact of social media in enhancing the marketing and promotional activities done by
Qbic Hotel. Qbic hotel is a small and medium scale hotel located at 42 Adler St, Whitechapel,
London E1 1EE, UK. The organisation is known for providing excellent services and facilities.
Since the evolutions of social media websites like Facebook, WhatsApp, Twitter, etc.
management of Qbic Hotel has been greatly benefited from it. The management promotes its
organisational services on famous social media websites and have enormous amount of followers
(Lamberton and Stephen, 2016). In this research, researcher will devise project aim and
objectives and formulate project management plans that depicts the activities associated with the
project along with timeline. Small scale research analysis will be conducted where researcher
will inquire about the benefits of using social media for promotion to managers and employees at
Qbic Hotel using questionnaire survey. The methodologies used for research will be elaborated.
Communication of recommendations will be provided by the researcher and through self
reflection, researcher will summarise the whole project effectively and efficiently. In this
context, the aim and objectives of research are provided below:
Aim
The aim of this research is “To analyse the impact of social media marketing in enhancing
marketing and promotional activities of Qbic Hotel.”
1

Objectives
In order to support the aim, researcher has formulated objectives which are listed below:
 To understand the meaning of social media marketing.
 To investigate the influence of social media marketing in enhancing promotional and
marketing activities.
 To identify the issues associated with social media marketing. To provide recommendations so that Qbic hotel could improve the social media
marketing to enhance customer base.
Research Questions
1. What social media marketing means to business organisations?
2. How social media marketing influences marketing and promotional activities of
organisations?
3. What are the issues and challenges associated with social media marketing?
P2 Project management plan
Task Name Duration Start Finish Predecessors Resource Names Baseline6
Cost
Determining
project title 5 days
May
16,
2018
May
22,
2018
£0.00
Formulating
problem statement 4 days
May
23,
2018
May
28,
2018
1 £100.00
Establishing
deadlines 2 days
May
29,
2018
May
30,
2018
2 £50.00
Conducting
literature review 8 days
May
31,
2018
June
11,
2018
2,3 Books,Journals,Internet
and articles £700.00
2

Selecting
investigation
techniques
9 days
June
12,
2018
June
22,
2018
1,2,3,4 £150.00
Cost calculation 6 days
June
25,
2018
July 2,
2018 5 £400.00
Data analysing and
interpretation 5 days
June
12,
2018
June
18,
2018
3,4 Questionnaires £500.00
Generating
outcomes 7 days
June
25,
2018
July 3,
2018 1,2,3,4,5 £50.00
Conclusion and
recommendations 8 days July 3,
2018
July 12,
2018 1,2,3,4,5,6 £50.00
Documenting
results 2 days
June
19,
2018
June
20,
2018
7 £25.00
Submission of
report 3 days July 4,
2018
July 6,
2018 8 £0.00
3

P3 Gantt Chart to provide time frames
Figure 1: Gantt Chart
Figure 2: Network Diagram
4

Figure 3: Timeline
LO 2
P4 Small-scale research
Small scale research has been conducted by researcher in order to gather the reviews of managers and employees regarding impact of
social media marketing. The analysis has been done in themes which are described below:
Questionnaire
Name: ___________
Age: ________
Gender:______
Q1. How often Qbic Hotel uses social media for marketing and promotion of its services?
 Very Often
 Often
 Sometimes
 Never
Q2. Is social media marketing provides benefits to Qbic Hotel?
1

 Yes
 No
 Not Sure
Q3. How social media marketing benefits Qbic Hotel?
 Enhancing customer base
 Improving relationship with customers
 Enhancing organisation reputation
 Increase in profits
Q4. Is there any issues or challenges you have faced while using social media for marketing?
 Yes
 No
 Not Sure
Q5. What type of issues you faced while using social media marketing
 Measuring Return on Investment
 Issues of negative feedbacks
 Linking social media campaigns to sales
 No issues
Q6. Does management devised strategies to overcome the issues and challenges?
 Yes
 No
 Not Sure
Q7. What strategies have been formulated by your management to overcome issues and challenges of social media marketing?
2

 Using social analytical tool to measure ROI
 Developing client relationship
 Establishing unique and creative content
 More consistency on social media
Q8. What are your recommendations to management so that they can improve their social media marketing practices?
 More training to employees
 Increase social media marketing budget
 More creative content
 No Recommendations
3

Theme 1: Very Often Qbic Hotel uses social media for marketing and promotion of its
services.
Q1. How often Qbic Hotel uses social media for marketing and promotion of
its services?
Frequency
Very Often 11
Often 5
Sometimes 3
Never 1
Very Often Often Sometimes Never
0
2
4
6
8
10
12 11
5
3
1
Frequency
Interpretation: The questionnaire survey has been conducted at Qbic Hotel where the
participants has been asked how often their organisation uses social media for marketing. After
analysing the sample of 20 respondents it was identified that 11 agreed very often, 5 agreed
often, 3 agreed sometimes and 1 agreed never. Thus, from the analysis it is clear that
management of Qbic Hotel very frequently used social media for marketing and promotion of its
services.
Theme 2: Social media marketing provides benefits to Qbic Hotel.
Q2. Is social media marketing provides benefits to Qbic Hotel? Frequency
Yes 16
No 1
Not Sure 3
4

16
1
3
Frequency
Yes No Not Sure
Interpretation: In the questionnaire survey conducted at Qbic Hotel, the participants were asked
about any benefits Qbic Hotel secured after using social media marketing. From the analysis of
sample of 20 respondents it was identified that 16 agreed that Qbic hotel got benefits from using
social media as marketing, 1 disagreed that social media marketing does not provides any
benefits whereas 3 were not sure whether Qbic Hotel was has secured any benefits from using
social media as marketing tool or not. Thus, from the analysis it is clear that social media indeed
provides benefits to Qbic Hotel.
Theme 3: Improving relationship with customers and by enhancing organisation reputation
social media marketing benefits Qbic Hotel.
Q3. How social media marketing benefits Qbic Hotel? Frequency
Enhancing customer base 3
Improving relationship with customers 10
Enhancing organisation reputation 5
Increase in profits 2
5

Enhancing customer
base Improving
relationship with
customers
Enhancing
organisation
reputation
Increase in profits
0
2
4
6
8
10
12
3
10
5
2
Frequency
Interpretation: : In the questionnaire survey conducted at Qbic Hotel, the participants were asked
what kind of benefits management got after using social media marketing. From the analysis it
was identified that 5 agreed on enhancing customer base, 10 agreed on Improving relationship
with customers, 3 agreed on Enhancing organisation reputation and 2 agreed on increased in
profits. Thus, from the above analysis, it can be concluded that improving relationship with
customers and by enhancing organisation reputation social media marketing benefits Qbic Hotel.
Theme 4: There are issues or challenges management faced while using social media for
marketing
Q4. Is there any issues or challenges you have faced while using social
media for marketing?
Frequency
Yes 11
No 8
Not Sure 1
6