Research Project: Ritz Carlton

This research project investigates the impact of promotional means on the sales of the Ritz Carlton hotel. It employs a mixed-methods approach, utilizing both primary data (a questionnaire distributed to 50 randomly selected customers) and secondary data (literature review). The project explores various promotional methods, assesses their effectiveness in influencing customer behavior and sales, and offers recommendations for improvement. The findings are presented through a detailed analysis of five key themes derived from the questionnaire data, including customer frequency of use, information sources, service delivery alignment with advertising, information provided in advertisements, and the overall effectiveness of the promotional strategies. The conclusion summarizes the findings, provides recommendations for Ritz Carlton, and suggests avenues for future research, such as focusing on the impact of specific promotional methods.

RESEARCH PROJECT

TABLE OF CONTENTS
TASK 1: PROJECT PLANNING AND RESEARCH PROPOSAL...............................................2
1.1 Title and the objectives of research..................................................................................2
1.2 Rationale of the project....................................................................................................2
1.3 Reviewing literature.........................................................................................................3
1.4 Propose methods of research............................................................................................3
2.1 Resources needed for conducting the research.................................................................4
1.5 and 2.1 Provide action plan..............................................................................................5
TASK 2: PROJECT IMPLEMENTATION AND PRESENTATION............................................6
2.2 and 2.3 Conducting the research and analysing the data..................................................6
3.1 Evaluating the factors which affect the achievement of project.......................................6
3.2 Interpreting and analysing result in terms of original research specification...................7
3.3 Conclusion, recommendation and justification for future area of research....................12
4.1 Present the findings in suitable format...........................................................................12
REFERENCES..............................................................................................................................13
APPENDIX....................................................................................................................................14
Appendix 1: Questionnaire for Ritz Carlton customers.......................................................14

ILLUSTRATION INDEX
Illustration 1: Theme 1.....................................................................................................................7
Illustration 2: Theme 2.....................................................................................................................8
Illustration 3: Theme 3.....................................................................................................................9
Illustration 4: Theme 4...................................................................................................................10
Illustration 5: Theme 5...................................................................................................................11
1

TASK 1: PROJECT PLANNING AND RESEARCH PROPOSAL
1.1 Title and the objectives of research
This research proposal is based on topic of “Impact of promotional means on the sales of
hospitality firm: A case study of Ritz Carlton hotel”.
Aim
The main aim of research project is to analyse the impact that means of promotion has on
the sales of hospitality firm: A case study of Ritz Carlton hotel.
Objective
 To identify the type of promotional means used by hospitality firm.
 To assess the impact of promotional means on the sales of Ritz Carlton hotel. To recommend some other ways of raising the sales of Ritz Carlton hotel.
Research question
Following is the main research question with respect to the given research.
 What is the impact that different methods of promotion causes on the sales of hospitality
enterprise like Ritz Carlton?
1.2 Rationale of the project
The overall purpose of conducting the given research is to identify the effect that methods
of promotion has on the profits as well as the sales of corporation. In this context, it has been
identified that promotional means consist of number of techniques which firm uses with an aim
to attract large number of buyers towards its services. The sales as well as means of promotions
are directly related with each other (Kopalle, Mela and Marsh, 2013). It is because, with the help
of promotional means Ritz Carlton can spread information about its services among respective
buyers. Through this way, it can influence them with respect to once use the goods and services
of enterprise. As the result of, sales of corporation will be increased. I have personal interest in
all the marketing related area and it is the reason why I have carried out the selection of this topic
for my research. Furthermore, availability of large amount of data with respect to given topic has
also influenced me for the selection.
1.3 Reviewing literature
According to the view point of Lu and et.al., 2013 “Promotional means are of four type
such as public relation, personal selling, advertising and sales promotion” (Lu and et.al., 2013).
2

In this context, Currim, Lim and Kim, 2012 have stated that “Advertising as well as public
relation are being regarded as two most common promotional technique that has been used by
the hospitality firm” (Currim, Lim and Kim, 2012). The statement as being given by the author is
correct because in this context it has been seen that hospitality firm uses means like TV,
newspaper and social networking platforms in order to lure customer towards its services. In
addition to this, they also seek assistance from public relation approach with an aim to develop
personal contact with the buyers.
However, given statement of author is argued by other authors such as Dave and Saffer,
2012. They were saying that it is not necessary that hospitality firm uses only these two given
means of advertisement. This is because, the means of promotion as being used by hospitality
firms largely depends upon the circumstances which they are going through. For instance, during
off season enterprise uses the sales promotion technique like offering discounts to buyers. Thus,
it is through this way only organization attract many buyers during off season period (Nour and
Almahirah, 2014).
Besides this, it has been stated by the Chen and et.al., 2012 that “Promotion plays major
role in raising the sales of firm” (Chen and et.al., 2012). The viewpoint as being expressed by the
given author is also right. It is because; the sales of the organisation will be increases if they have
come to know about the presence of firm in market. However, it has been argued by the
Siddhanta and Banerjee, 2014 that “In order to maintain retention of customers, the type of
services as being provided by firm also plays crucial role” (Siddhanta and Banerjee, 2014).
However, loyalty of customer can be maintained if firm employs as well as develop the team of
skilled personnel. This can be done by taking assistance from the HR functions such as training
and development along with recruitment and selection. Thus, it can be said that the sales of firm
not only depends upon the means of promotion but it also depends upon the internal functions of
enterprise (Siddhanta and Banerjee, 2014).
1.4 Propose methods of research
The methods used for conducting the given research is describe in below: Data collection methods: For the study on analysing the impact of different means of
promotion on the sales of Ritz Carlton hotel, both primary and secondary data collection
methods will be used. Both methods are used because with an aim to draw an appropriate
3

conclusion with regard to the given study (Van den Akker and et.al., 2012). Here,
questionnaire will be framed as well as in order to assemble the primary data for the
study. Likewise, secondary data will be gather through books and journals. Sample and sampling method: For the given study, sample of 50 customers will be
collected. In order collect the same, assistance will be taken from random sampling
approach. This technique is used because with the help of it each customers of Ritz
Carlton hotel can provide an equal chance of being selected as the sample for the study. Research method: The study specifies qualitative nature, thus for this qualitative research
method will be used. For the purpose to conduct the qualitative research, questionnaire
will be framed. It is being considered as one of the easier way with an aim to assess the
views and opinions of buyers. Furthermore, questionnaire also provides opportunity to
scholar with regard to reach among the large number of respective buyers of Ritz Carlton
hotel (Creswell, 2013). It is the main reason due to which qualitative research method
will be used for the given study.
 Limitation of the study: Unavailability of sufficient time as well as resources are being
regarded as the major limitation for the given study.
2.1 Resources needed for conducting the research
Three basic type of resources identified that are required with an aim to conduct the
research upon the topic of Impact of promotional means on the sales of Ritz Carlton hotel in an
effective manner. The detailed explanation of same is depicted in below: Financial resources: With an aim to conduct research upon topic such as analysing the
impact of different means of promotion on the sales of Ritz Carlton hotel, sufficient
amount of finance is required (Resources require for conducting research, 2015). Here,
finance is needed in order to collect data with respect to given study. Human resources: After collecting data, researcher has to analyse as well as interpret the
collected data. This is because; by complying with the given type of activity only an
appropriate conclusion can be drawn by the researcher. Thus, through this way framed
aims and objectives of the study can be met in an effectual way. However, in order to
interpret the collected information, scholar will require the team of talented and skilled
researchers.
4

 Time resources: The time is needed with an aim to perform the researcher upon the given
topic with utmost efficiency (Bryman and Bell, 2015). However, unavailability of
sufficient time with scholar will leads to it in terms of fail in achieving the objectives of
the study in an appropriate manner.
1.5 and 2.1 Provide action plan
Gantt chart
Activity 1st
and 2nd
Week
3rd
week
and 4th
Week
4th , 5
and 6th
Week
7 and
8th
week
9th week 10th
Wee
k
Planning for the given study
Study introduction
research objective
Literature review
Research methodology
Data collection
Data analysis
Conclusions and
recommendation
Reviewing the whole report
Final submission of research
project
At the first and second week, detailed planning with respect to the given study will be
prepared. After performing this, the objectives for the research will be framed. This is done in
between 3rd and 4th Week. Finally, in 4th, 5th and 6th Week literature review will be prepared
followed by research methodology and data collection section. In the 7th and 8th week collected
data will be analysed. In the 9th week conclusion and recommendation will be drawn. Finally, in
the last week the research report will be submitted to the respective person.
5

TASK 2: PROJECT IMPLEMENTATION AND PRESENTATION
2.2 and 2.3 Conducting the research and analysing the data
With an aim to carry out the study upon the topic of analysing the impact of different
means of promotion on the sales of Ritz Carlton hotel, research methods such as questionnaire
and survey has been used. The questionnaire that has been framed possesses both open and close
ended type of questions. With the help of both types of questions, the views as well as opinions
of the hotel customers with regard to the given study can be gathered in an appropriate manner.
Furthermore, in order to distribute the framed questionnaire to the respective customers of hotel
the means such as email and the social media websites are used (Fowler Jr, 2013). Thus, it is
through this way only survey can be conducted by researcher in relation to the particular topic.
The questionnaire framed with regard to the given topic also possesses some open ended
questions. With the help of this type of questions, reliability as well as validity of the conducted
research can be maintained. This is because; by using open ended questions opportunity can be
given to the sample with regard to freely express their views as well as opinions in relation to the
present topic. Thus, through this way, scholar can draw valid conclusion for its study.
3.1 Evaluating the factors which affect the achievement of project
There are some factors identified which leads to cause negative impact upon the process
of achieving the aims and objectives of the given study. Unavailability of sufficient time: Researcher would require sufficient time in order to
analyse as well as collect the appropriate data for the study. However, it is most common
problem which is generally being faced by the researcher. Thus, due to unavailability of
sufficient time scholar have to select such methods which do not take much time. It is the
main reason, due to which questionnaire is framed with an aim to collect the primary data
for the study (Bryman and Bell, 2015).
 Lack of finance: High amount of finance is needed by scholar in order assemble as well
as analyse the data for the study. It is reason why, they have to opt some economic mean
of collecting information.
6

3.2 Interpreting and analysing result in terms of original research specification
For the purpose to analyse the collected data for the given study, technique such thematic
analysis is used. With the help of this tool, themes are prepared in order to interpret the responses
which is being given by the respective sample of this study.
Theme 1Customers uses Ritz Carlton services very frequently
Responses Respondent Percentage
Yes 30 60.00%
No 20 40.00%
Interpretation: From the given theme, it can be interpreted from the given theme that 60% of the
respondents have said that they uses the services of organisation very frequently. However, 40%
of the sample have denied towards the given statement.
Theme 2 Customers get the information about the firm through television
Responses Respondent Percentage
Television 30 60.00%
Social networking site 10 20.00%
Newspapers and magazines 10 20.00%
7
Yes
No
Illustration 1: Theme 1

Interpretation: In the given theme, researcher wants to improve its understanding about the type
of promotional mean which is being used by respective customer of hotel for the purpose to get
the information about its services. In this context, from the analysis it is identified that majority
of the customer get information about hotel through television. However, 20% have said that
they have got information about hotel through social networking sites. Similar type of response
is also being in the other mode of promotion such as magazines and television.
Theme 3 Buyers receives services in the same way as being communicated by hotel in its
promotional mean
Responses Respondent Percentage
Strongly agree 20 40.00%
Agree 15 30.00%
Neither agree nor disagree 5 10.00%
Disagree 10 20.00%
Strongly disagree 0 0.00%
8
Television
Social networking site
Newspapers and magazines
0
0.1
0.2
0.3
0.4
0.5
0.6
0.7
Percentage
Illustration 2: Theme 2

Interpretation: In the given theme, 40% of respondents have shown their strong agreement
towards the statement that they receives services in the same way as being communicated by
hotel in its promotional mean. However, 20% of the respondents have shown their disagreement
towards the given statement, whereas, 5% of the respondents have not responded in any of the
given forms.
Theme 4 Advertisement of hotel basically provides information about the type of rooms which
is being offered by it
Responses Respondent Percentage
Type of services it offers 10 20.00%
Location of hotel 10 20.00%
Type of rooms it offers 30 60.00%
9
Strongly agree
Agree
Neither agree nor disagree
Disagree
Strongly disagree
0
0.05
0.1
0.15
0.2
0.25
0.3
0.35
0.4
0.45
Percentage
Illustration 3: Theme 3

Interpretation: From the given theme, it is assessed that majority of respondents have shown
their contentment with regard to the statement that advertisement of hotel basically gives
information about the type of rooms being offered by it. However, 20% of the respondents have
said that hotel advertisement gives information about the type of services being given by it as
well as the area where hotel is located.
Theme 5 Promotional mean as being used by Hotel is effective
Responses Respondent Percentage
Yes 25 50.00%
No 25 50.00%
10
Type of services it offers
Location of hotel
Type of rooms it offers
Illustration 4: Theme 4

Interpretation: Equal response of respondents is being seen in the above theme. Here, 50% of
sample is saying that the advertisement as being framed by hotel is effective. However, same
number of customers are denying towards the given statement.
Analysis of given themes
It has been evaluated that majority of hotel customers uses the services of firm very
frequently as they believe that hotel provides best quality of services in comparison to other.
However, those who have denied with the statement have said that there are some other hotels
also which provides best quality of services like Ritz Carlton. However, it has also being
evaluated that the individual who have taken personal experience of the Ritz Carlton services
have shown their strong agreement with regard to the given theme. However, there are some
customers who have denied towards the given statement as they had bad experience with the
services as being offered by the hotel.
Furthermore, the individual who are saying that advertisement of organisation basically
provides information about the type of rooms being given by it are saying it because they believe
that corporation puts more focus upon rooms while framing their advertisement. However, some
customers believe that firm give more importance to the type of services being offered by it
while framing its advertisement. In addition to this, the customers who are saying that Ritz
Carlton advertisement is effective are saying so because they believe that the ad of hotel gives
thorough information about company. However, some respondents believe that firm leaves some
11
Yes No
0
0.1
0.2
0.3
0.4
0.5
0.6
Percentage
Illustration 5: Theme 5

of the important information about it and it is the reason why they have said that the
advertisement which firm use to frame is ineffective.
3.3 Conclusion, recommendation and justification for future area of research
It can be concluded from the given study that, the type of promotional means as being
used by corporation causes significant impact upon the sales of hotel. It is because, with the help
of varied type of promotional mean only firm will be able to carry out its efforts in terms of
spreading the information about its services among respective buyers. As the result of it they get
influenced for using the services of enterprise.
From the given study, it is recommended to the manager of Ritz Carlton hotel that while
framing advertisement it must give more attention to the type of services which is being offered
by it. Through this way, corporation can fulfil the need and demands of those buyers who want
the full-fledged information about the services being given by cited company.
In the present study, impact of all type of promotional mean on the sales of company is
analysed. Thus, in future researcher has the opportunity to assess the impact of specific mean of
promotion on the sales and profits of enterprise.
4.1 Present the findings in suitable format
In order to present the findings of the given study, presentation is prepared.
12

REFERENCES
Bryman, A. and Bell, E., 2015. Business research methods. Oxford university press.
Chen, H. and et.al., 2012. When more is less: The impact of base value neglect on consumer
preferences for bonus packs over price discounts. Journal of Marketing. 76(4). pp. 64-77.
Creswell, J. W., 2013. Research design: Qualitative, quantitative, and mixed methods
approaches. Sage publications.
Currim, I. S., Lim, J. and Kim, J. W., 2012. You get what you pay for: the effect of top
executives' compensation on advertising and R&D spending decisions and stock market
return. Journal of Marketing. 76(5). pp. 33-48.
Dave, D. and Saffer, H., 2012. Impact of Direct‐to‐Consumer Advertising on Pharmaceutical
Prices and Demand. Southern Economic Journal. 79(1). pp. 97-126.
Fowler Jr, F. J., 2013. Survey research methods. Sage publications.
Kopalle, P. K., Mela, C. F. and Marsh, L., 2013. The dynamic effect of discounting on sales:
Empirical analysis and normative pricing implications. Marketing Science. 18(3). pp.
317-332.
Lu, X. and et.al., 2013. Promotional marketing or word-of-mouth? Evidence from online
restaurant reviews. Information Systems Research. 24(3). pp. 596-612.
Nour, M. I. and Almahirah, M. S., 2014. The Impact of Promotional Mix Elements on
Consumers Purchasing Decisions. International Business and Management. 8(2). pp.
143-151.
Resources require for conducting research. 2015. [Online]. Available through:
<https://www.umuc.edu/writingcenter/onlineguide/tutorial/chapter4/ch4-06.html>.
[Accessed on 26th September 2015].
Siddhanta, S. and Banerjee, N., 2014. The impact of promotional mix on profit in the B2B
sector. Marketing Intelligence & Planning. 32(5). pp. 600-615.
Van den Akker, J. and et.al., 2012. Design approaches and tools in education and training.
Springer Science & Business Media.
13

APPENDIX
Appendix 1: Questionnaire for Ritz Carlton customers
Name: ...............................................
Gender: ............................................
Age: ..................................................
1. Do you use the services of Ritz Carlton hotel very frequently?
 Yes
 No
2. Which of the following promotional mean has given you information about hotel services?
 Television
 Social networking sites
 Newspapers and magazines etc.
3. Did you receive the services in the same way as being communicated by hotel in its
promotional mean?
 Strongly agree
 Agree
 Neither agree nor disagree
 Disagree
 Strongly disagree
4. Which of the following type of information do you get in the advertisement of cited company?
 Type of services it offers
 Location
 Type of rooms
5. Do you believe that the form of promotional mean as being used by Hotel is effective?
 Yes
 No
6. If not, then specify the reason for the same?
…........................................................................................................................................................
............................................................................................................................................................
.............................................................................................................................................
14

7. Recommend your suggestions for improving the efficiency of type of promotional mean as
being used by Ritz Carlton hotel?
…........................................................................................................................................................
............................................................................................................................................................
......................................................................................................................................
15