Essays on Strategies and Leadership of Marriott International Case Study

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The paper "Strategies and Leadership of Marriott International" is a perfect example of a marketing case study. The leadership  of Marriott International has utilized adequate marketing research in the development of an effective portfolio. As the department of marketing research grows, the company tends to specialize in either strategic business units or additional services such as high-speed internet in the quest to capture the attention of a particular client base. Most large organizations have managers and directors that ensure the provision of quality products and services as well as the satisfaction of customers (Nykiel 2007).

For instance, Marriott International has a marketing research director for each unit including the Courtyard by Marriott, Fairfield inn, and Marriott hotels and resorts. The research director for every unit reports regularly to the vice president of the corporate marketing services. The marketing research director for Marriott controls executes and plans all the marketing research functions of the company The director is also required to formulate marketing strategies and serve in executive company committees that identify competitive opportunities. Due to the application of efficient marketing research and strategies, Marriott Inc has had various well-performing brands such as the courtyard brand which was originally optimized and developed and was among the early purchasers in the company’ s well-positioned timeshare product.

Marriott Hotel is the single brand leader but with the inclusion of other brands such as Courtyard, Residence Inn, and Springhill Suites. Question 1 Marketing research encompasses the collection and gathering of data that pertains to customers, business climates, and demographics. On the other hand, marketing strategies put the information that has been obtained from marketing research into practice or application (Zikmund & Babin 2013).

Marketing research involving conducting surveys and requesting feedback from existing customers on their perceptions towards the lodging services and facilities that the company offers can play a great role in helping Marriot Hotels establish sound marketing strategies.  

References

Iacobucci, D & Churchill, G. A 2010, Marketing research: methodological foundations. Cengage Learning Mason, OH.

Jakubiak, C, Mudge, R & Hurd, 1990, Using market research to improve management of transportation systems, Transportation Research Board, and National Research Board, Washington, D.C.

Malhotra, N. K, 2011, Review of marketing research. Volume 8, Volume 8, Emerald, Bingley.

Mohr, J. J, Sengupta, S & Slater, S. F 2010, Marketing of high-technology products and innovations, Prentice Hall, Upper Saddle River, NJ.

Nykiel, R. A 2007, Handbook of marketing research methodologies for hospitality and tourism, Haworth Hospitality & Tourism Press, New York.

Patzer, G. L 1996, Experiment-research methodology in marketing: types and applications. Quorum, Westport.

Stevens, R. E 2005, The Marketing Research Guide, Haworth Press Inc., New York.

Wiid, J, & Diggines, C 2009, Marketing research, Lansdowne, Cape Town, Juta.

Zikmund, W. G, & Babin, B. J 2013, Essentials of marketing research, Cengage Learning, Disney.

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