The paper "Marriott International Inc Marketing Analysis " is an outstanding example of a marketing case study. Marriott International Inc. is a renowned worldwide lodging industry. It operates various types of brands that serve business travellers, as well as middle-class leisure travellers. One of its most popular and reputable brands in the Courtyard brand with more than 800 global locations. Also the Springhill Suites, the Ritz-Carlton, the Fairfield Inn and the Residence Inn, that is designed to have affordable rates for extended stays. The middle-level brands are well equipped with facilities such as access to the internet and mouth-watering breakfast in the morning that is highly appreciated by mid-level travellers.
Although TownPlace Suites has been considered as a mid-level facility, it is purposively intended for longer-stay visitors. Similarly, it has many brands meant to capture the luxury market segment. For instance, brand termed as J. W. Marriott takes controls of more than 37 properties with an effort to compete favourably with other companies in the same business dealing with the high-end segment. Similarly, the Renaissance hotel brand established in 1997 serves the same customer segment (Malhotra, 2012).
In 2009, the company introduced two new luxury brands; the Edition and the Autograph that seeks for quality and fashionable hotel experience, to capture a greater market share for the company products and beat off competition in the hospitality industry. 2. Marketing Research Marketing research can play a significant role in the formulation of better marketing strategies for Marriott. Through the marketing research, Marriott International can respond adequately to demographics, as well as other changes occurring in the market. For example, the ever-increasing number of the older population that may have difficulties in travelling may opt to book Marriott’ s facilities on “ Senior Living Services” that serve the retirees who might require special types of care.
Similarly, through the marketing research, Marriott can formulate a multi-segment marketing strategy that can allow customers to choose its products and brands according to their needs, tastes and preferences. This strategy can also help the company in dealing with issues related to the development of the product life cycle. Also, marketing research has indicated other important attributes that would help Marriott in its strategies.
For example, it needs to budget for business or family traveller searching for a convenient and affordable location. Therefore, convenient location becomes another strategy that helps in building its brand name (Feinstein & Stefanelli, 2008). 3. Management-Decision Problem In its effort to penetrate the United States’ non-business travellers segment, Marriott may be faced with a management-decision problem on diversification of its brands to meet the ever-growing and complicated customer needs tastes and preferences. The management will be supposed to develop a brand that not only targets travellers but also non-travellers in the US.
Since the company mostly caters for travellers, there would be a need for increasing its facilities to capture a greater market share (Rutherford & O'Fallon, 2006). 4. Marketing Research Problem In its effort to diversify its brands to cater for non-travellers in the United States, Marriott has to conduct a market survey in the US to determine how effective its brand strategy would be for non-travellers’ segment. The company should diversify its brands to serve different market segments, as opposed to creating competition for each brand thus increasing its clientele base for both travellers and non-travellers.
Each brand would perform better if aligned with a particular market segment in order to enhance consumer loyalty. However, the problem in the market study would arise in ensuring that each market is independent of the other and forms part of the group in the brand portfolio (Malhotra, 2012).
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