Department of Entrepreneurship

Assessment for 2021

Module Title: DL805 Bachelor of Business in Digital Marketing and Sales

Course Code: DL805

Programme Title: BA (Hons) Digital Marketing and Sales

Programme Year: One

Module Title: Digital Marketing

Project: create a practical digital marketing strategy for a business/organization or event

Tutor Oran O'Halloran

Topic: Hotel Dali

Date Project Issued: 10 December 2021

Table of Content

⦁ Introduction of the Business Organization

⦁ Situation Analysis of Organization (Business)

⦁ Objectives of Strategy (where the strategy aims to place the Business)

⦁ Strategy

⦁ Tactical Tool to ensure a successful strategy

⦁ Actions required for the strategy to be success

⦁ How the strategy can be controlled and measured for success.

 1. Introduction of Hotel Business

Today I want to talk about the Hotel Dali which is located in the north of Dublin a few steps from the
Dublin airport, the hotel was created by Mr. Alimasi a businessman, with an aim of promoting the
promotion Ireland tourist, competition is our strength we have invested a lot financially to achieve a
five-star hotel we spent a year doing a field study, examining the place if it is possible to install a luxury
hotel, we have done all the administrative steps to have the legal rights to have the permit also an
operating license those will allow us to open next summer, the hotel has a high class vision to provide a
different service from other hotels, efficient, fast service more than our competitors, we have efficient
customer service, facilitates tourists with good business

we have a fitness room, conference room, our customer service work to such an extent that our
customers leave with an experience that they will not find elsewhere, all its services will be available to
our customers.

SEO marketing will be our strategy that involves a lot of technical working that will allow our customer
to seeking our services.

2.Situation Analysis of Organization (Business)

in the analysis of the situation of our hotel our hotel was created by Mr. Alimasi whose turnover
amounts to two million euros, we have 60 workers for his operation, we have spent six months to make
the evaluation of the study of the environment, how will be the strategy of the hotel which will be our
target? the hotel is located a few meters from Dublin airport when we speak of the hotel analysis, we
will not forget to talk about the internet analysis also external on the impact of the hotel in our strategy
we have a long-term vision for the success of our hotel

A) Mission

- our mission is to offer a quality service to our customers and finally that their stay goes
wonderfully we always do strategic analysis to see how we give a good service to our
customers., to know where we are and what to do to make hotel in the high class our mission it
associates with a vision look to the future focusing to our customer what hotel will be in the
next five years
- offer a quality service to our customers so that their stay goes perfectly, we want to make our
hotel a high-class hotel, our mission to deliver distinctive experience for our clients.
B) Market Analysis

on the market analysis, we must first of all delve into the opportunity and the challenge ahead, the hotel
plan must include a high-level local market analysis, the key elements having an impact would be
mentioned

- Climate

here we see the economic climate of the country how it is evolving? if the economy of the country is
functioning well it is also a reason for the growth of the business, to also see on the laws or regulations
which will have an impact on the business or the hospitality industry as our plan was starting in 2020
covid was one of the biggest business issues at that time with the lockdown everything was closed due
to covid-19

-Penetration pricing

Selling room with lower price to be able to beat the price of our competitor

Premium Price

charging high price for high standard room with excellent quality

- Customer

There are different types of customers that include Normal Tourist and Business customer as we have
high standard of Room service and normal rate of room for Tourist
3.SWOT ANALYSIS

of the said hotel we have swot which is

the key to the strategy of our hotel on the analysis we have the internal and
external analysis in hotel strategy we will like to talk about swot what does it mean
swot analysis this is a company's marketing strategy here we will say our hotel
strategy we will apply swot to assess weakness as well the success of our company,
the faults of our hotel why not the competition.
We have two Swot Analysis :
internal Analysis: - Strength

-Weak

External Analysis: - threat

-Opportunity

Strength: we have turnover of two million our strength is a good service for our
customer, we have an excellent location, good employees as good service.

Weakness: In each company they have their strengths as well as their weaknesses but
here we are talking about our weaknesses as Dali Hotel in the opening of our hotel we
have seen that the customers have responded to criticisms on our computer system it
is true that we have a fast internet system but with a website under construction
which did not allow our customers to see our price reduction proposals also on
booking some customers we leave messages of dissatisfaction

Threat: During this time of covid 19 our turnover to decrease the fall is due to
the worldwide pandemic of this virus some hotel was closed like ours.

Weakness : our weakness is the threat which is the pandemic of the covid 19 without
forgetting the criticisms coming from our customers on the computer system of our
hotel certain platforms of the social media which speak about the obsolete of our
system website

Opportunity: for the opportunity our hotel uses social media like Tik TOK,
Facebook, linked or other for the image and marketing of the hotel in globalization
for the moment we are no longer on traditional marketing but we are on digital
marketing the social networks before for the advertising of the hotel we send
leaflets in people's homes to promote the business but today we are on the me media
on social networks Facebook and other.
4.Objectives of Strategy

Our Objective of Dali Hotel want increasing as improving client's satisfaction, performance selling room,
as increasing the average daily or improving the revenues per available room, state in detail what we
need to accomplished.

A) Guest: with our Audience we have a group of clients with similar characteristic that are important for
us, we another of clients whose desire to know what Hotel offer.

B) Families: Parents who want to spend time with the kids

C) Business Traveller: that will be a company or Business peoples, good opportunity the Hotel is close to
Dublin airport offer high speed internet connection, restaurant with a qualified chef who provide a very
nice Food.

D) Leisure Traveller: offer a Golf, Tennis, swimming, spa service, we are located close to Malahide Beach.

5.Strategy

our hotel suffered from the problem of the website which was under
construction had many gaps which led some of our clients to go to other
hotels that's why we were able to take a measure of the strategies to the
proper functioning of our hotel, to attract customers. the first strategy is
to first solve the problem of the website, put a digital strategy like online
sales, do digital advertising like on Facebook, Twitter, to ensure that our
customers follow us on Instagram.
as part of digital marketing we have:

-The email : which allows direct contact with our regular customers to let them know
about our price reduction

-Strategy Marketing : in the marketing strategy we will talk about reliable supplier
Google who develops the strategy as: -Web traffic-social networks Performance

- Relationship Marketing : to get something easy from someone you have to have a
good relationship so as part of the strategy we have to keep a good relationship
between the hotel and the clients to make the clients feel uneasy. You have to take
the time to introduce yourself, to make yourself known, to answer their questions.
6.Tactical Tools to Ensure a successful strategy
To ensure a strategy of success, we must have a policy of good size of rooms, to sell
well we need to have customer experience, to receive as many reservations as
possible, to develop the sales technique without forgetting we must meet the demand
of our customers.

to ensure a strategy of success the hotel Dali has put a service at the height of the
satisfaction of customers with a good communication which will put a good bond
between the company and the customers, the communication is also part of the success
but it are also elements that we must cite like:- avoids expected harm between
customers and workers- good communication between workers and the manager who manages
the hotel-a good listening-a website in good working order with an ultra-
sophisticated booking engine the hotel needs to be active on the Facebook, Instagram,
twitter pages why not tik Tok to sell the image of the hotel by attracting a lot of
customers from '' have a lot of reservations- email is also a way to be active with
customers to talk to them about reduction or other activity in the interest of
customers by reminding them soon it is the vacancy of kindly reserving a room with a
couple package which mean if you make a reservation before the specific date you will
be entitled to a free breakfast

7.Action Required for the strategy to be success

to be successful in the hotel strategy visibility it is a very important

action, it is to set up a digital strategy because the similar strategies
have become old. Today people go to the website to reserve it was optimized
the site with a technical system of SEO, being present on OTA for room sales
if we are talking about OTA it is the online travel agency, emails will allow
us to be in contact with customers, advertising on Facebook, Instagram,
YouTube are also tools that approach us with clients to promote the
visibility of the hotel all this is part of the success of the hotel
strategy.
all hotels like to have a strategy for success, customer satisfaction is also a key
part of the strategy, to have good reviews online because before booking customers
first check what people are leaving as a hotel comment if the hotel has good service?
how is its rooms if it is in good condition customers like to know the quality
especially big brand customers they like to check reviews and ratings online to make
up their minds.

8.How the strategy can be controlled and measured for success.

how can the strategy be measured and controlled? I say optimize costs, ensure
visibility, establish a program of rooms also of food to have very good workers, a
qualified cook, the hotel must have a spirit of analysis, organization and planning.
to have a very good control it is necessary a very quality of services which will
bring trust between the customers and the hotel, the hotel must optimize the costs of
expenses, increase revenues with a legal hotel strategy.

our concern is that our hotel must stand out from others with its quality and very
competitive prices if we want to talk about competition, a very service more than our
competition, the success of a hotel is measured by its quality of service, by its
project as much of its capacity, its commitment to its development on the quality
indicators which helps the hotel to a quality will allow the advancement of success
if the resources, the budgets and the times are wisely the progression and the door
of success. to measure the success of the said hotel we need:

-a good project

-estimated time required for each task.

9 .Conclusion

marketing is the set of techniques to sell the image of our hotel, with good
strategies we can achieve our goal to be successful we must sell, increase our
turnover, traditional marketing no longer active as before Today we are with digital
marketing, the reservation is happening today well online we have platforms like
Facebook or other which have facilitated the digital marketing it is a more reliable
technique as fast.