Gurbreet Raj
Cambridge Regional College, Nottingham Campus
OTHM Level 7 Diploma in Tourism and Hospitality Management
Student Registration number:
Unit 6: Advanced Research Methods
Research Proposal ……………………………………………………………………………… 1
1. Marketing and Online Marketing ………………………………………………………….. 2
1.1 Marketing Definition ………………………………………………………………………. 2
1.2 Online Marketing Definition ………….…………………………………………………… 2
2. Online Marketing Tools …………………..………………………………………………… 4
2.1 Search Engine ……………………………...……………………………………………….. 4
2.2 E-communication …………………………..………………………………………………. 4
2.3 Social Media …………………………………..……………………………………………. 5
2.4 Apps and Mobile Devices ……………………..…………………………………………… 5
3. Application of Online Marketing in a Hospitality Organization (Hilton Hotels) …..…… 7
3.1 Key Facts that regulate the Global Online Service in Hilton Hotels ………………...….. 8
4. Effectiveness of Online Marketing in Hotels Business …………………………………..... 9
4.1 Advantages and Disadvantages of Online Marketing ………………………………….... 9
4.1.1 Advantages of Online Marketing .................................................................................... 10
4.1.2 Disadvantages of Online Marketing ................................................................................ 10
4.2 Effectiveness of online marketing in Hilton hotels …………………………………….... 11
References ……………………………………………………………………………………... 13
Research Proposal
Impact of Online Marketing on Hotels in the Hospitality Industry
With use of
M2 – Analyse the marketing opportunities and challenges faced by a selected business when using internet marketing.
An effective 'Marketing Mix ' including all 7 is a way of identifying a business’s achievements of marketing objectives, meeting customer needs, is balanced and consistent, creates a competitive advantage and matches corporate resources.
Technology impacts the successfulness of an organization because it allows consumers to search for multiple service providers at one time to compare prices, previous customer reviews, and ratings. Technology is the innovations in the organizations field (Robbins, 2005). The market for caterers is through word of mouth or experiences with the business, you would expect an individual to use the Internet to source out the best option. After some quick searching on the Internet, we have located the website for The Rose Garden. The owner of The Rose Garden expressed her concern with the need for his business to expand its marketing and online presence (Leonhardt, 2015). Having a website is a key component for making your business known, making it accessible to more people, allowing people to see reviews.
A plethora of individuals seem to be misinformed about marketing. Several of these individuals believe that marketing is just advertising. Others will tell you that marketing is all about sales, insinuating that all marketers are just salesmen. Now these beliefs are both right and wrong. “How can they both be right and wrong at the same time?” you may be asking yourself. Well they are right, because marketing encompasses both advertising and sales. They are both wrong by assuming that marketing is all about advertising, or all about sales. Marketing is a very creative industry that includes many aspects, such as: advertising, branding, strategic management, communications, market research, market planning, database marketing, marketing strategy, direct marketing, search engine marketing, event organization, retailing, global marketing, public relations, international marketing, internet marketing, and industrial marketing. Marketing is a necessary and essential part of all Business, and it is more than just advertising.
Online marketing gives business owners the freedom to advertise and promote their products or services and receive immediate response. Business owners can reap the benefits of this method of marketing as it is inexpensive and easy to start.
Hospitality industry makes use of social media marketing. Businesses will have opportunities to target consumers with both location and social-based marketing.
Online marketing is becoming the most powerful marketing effort that reaches people over the internet, in the business world. It spreads the word about the business and advertises products or services. Every small business must be able to use the power of the web; this is where Affordable SEO services for Small business makes business sense.
In this day and age, marketing plays a pivotal role in the business environment. Marketing is dynamic, complicated and challenging. The basic concept of marketing is to identify the need of human and society, and research how to satisfy and create those need. According to American Marketing Association (AMA), defining that marketing is the processed activity which communicate and exchange valuable offerings to customers (AMA, 2013). To be more precise, the main mission of marketing is choosing target market, creating, delivering customer value in order to develop the partnership with customer, and contribute to the organization and relevant stakeholders (Kotler & Keller, 2011). In a word, ‘marketing is to meet needs profitably’ (Kotler & Armstrong, 2011).Therefore, when it comes to launching a new product is not easy in such intensive marketing environment, it is estimated that the failure rate of new products is at 90 percent in Europe and even at 95 percent in United States resulted from high development cost, bad launch timing, poor design of product and incorrect segmentation, targeting and positioning (Kotler & Armstrong 2011). As a result, marketing is not only regarded as selling, in other word, selling is not the most vital part of the marketing process, Peter Drucker who is a prestigious founder of modern management asserted that the making selling unnecessary is the objective of marketing. The aim of marketing is to realize customer profoundly so that the product
most hotels the difficulty is not only where to begin, but who to use and what to
This paper will focus on the marketing techniques used online. For this purpose, three websites have been chosen namely Masters Home Improvement, Bunnings Warehouse and Home Depot. The functionality of the online marketing of these three websites will be evaluated and summarized here and recommendations will be made for possible improvements in different sectors of the website functionality for Home Depot. The recommendations could include aspects like the usability of website, its accessibility, the extent user oriented content on the website, the possible site or page design issues, the aspects of customer relationship management (if and where applicable); the aspects of site promotion as well as the overall provision of service quality. In the first section we will provide an overview and summary of the three chosen web marketers and follow that with specific recommendation for home depot.
Since clothing is a basic necessity and it can be sold in many creative ways, I’ve decided to make my product an online clothing store. I plan to sell my apparel online, because majority of sales in the twenty-first century are being done on an internet domain. According to Cira, the Canadian Internet Registry, by 2019 Canadians will spend approximately nine billion dollars on online commerce (Cira, 2016). I aim to sell wearables because according Cira, 42% of online purchases made in 2013 were clothing based (Cira, 2016). I plan on selling this for the target age of 18-34 because they are the the most fluent in e-commerce and they make up the majority of the online shopping market according to Business Insider (Smith,
The power of the social media is no doubt identified by the hotel industry. The social media marketing is important because people now-a-days are
The purpose of this research is not to evaluate how many hoteliers vigorously using social media strategy, comparatively is to examine the area and objective of the issue why some hoteliers don’t understand and grasp the importance of social networking as a new tool of communication with its consumers or guests. Recommending solution to this issue that can help different hotelier to implement social networking strategy and technology that can boost up their occupancy rate, repeat-purchase and customer loyalty.
The travel agency industry- where Mitsui operates in- has been dramatically changed due to the significant rise of online tourism (Dixit et al. 2006). The advancement of Internet has resulted in a rapid rise of direct bookings and reservations aided by the invention of specialist software and GDS sites (Bergin-Seers et al. 2006). Consequently, this phenomenon gave rise to the significance of electronic-marketing (E-marketing) for travel agencies around the world. With a clear E-Marketing plan, any travel agent- including Mitsui- can better integrates Internet into their traditional business method. Hence, the purpose of this report is to establish an E-Marketing plan for Mitsui which focused on Japan as the primary travel destinations.
The Demand for Indian Tourism is increasing at 10.1% per annum. India will attract 25 million tourists by the year 2015. India currently has 2,00,000 hotel rooms spread across various hotel categories yet has a shortage of 1,00,00 rooms.