The paper “ Marriott Chain of Hotels - Looking towards Identifying the Opportunity That the Hotel Business Presents in the Non-Business Sector" is a forceful example of a research proposal on marketing. The role of marketing research has increased especially in competitive times as it is imperative to understand the consumer preference towards a particular product or service. This paper looks to identify whether Marriott hotel chain should look towards conducting business by targeting the non business class. This thereby looks to find out the customer preference by conducting research.
Further, the research method, the design, the questionnaire, sample size and the problem statement have been presented. This will help the management in understanding the manner in which Marriott will be able to use the findings of the research to develop their business and ensure maximum chances of succeeding. Role of Marketing Research in formulating strategiesMarketing research will benefit Marriott in formulating marketing strategies as it will help them to find out the customer requirements. This will help Marriott to reduce the risk associated with a new hotel plan. This will also present before Marriott the different opportunities that exist in the market and will provide the direction based on which a new product or services can be developed.
This will thereby help to develop a benchmark against which the success can be measured and will thereby help to reduce risk and reduce the chances of failure of the new services (Day, 2005). Management decision problem at Marriott The management decision problem for Marriott is whether entering into the nonbusiness sector will be beneficial for the business or not. While looking to determine whether the decision benefits or doesn’ t benefit special emphasis needs to be laid on ensuring that the brand name is not affected and the type of business that they look to develop should be based on the market requirements so that they are able to match the pocket of a different group of people. Marketing Research Problem for MarriottThe research design that will be used is to find out whether conducting business will be beneficial for the brand image of the company over a longer period of time and the manner in which it will contribute towards the growth of the business over a longer period of time. Research Design to be usedThe research design that will be used is by conducting interviews and focus groups.
This will help to gather the data pertaining to customer requirements better as the non verbal cues can also be used. In addition to it all the queries that exists in developing a plan can be sorted out so that better decision can be taken by the management (Bristow and Frankwick, 2004) Market share of major hotel chainThe market share of different hotel chain is as (Market Share, 2012) Hotel Chain Market Share Marriott Hotel, Resort & Suite 25.42% Hilton Hotels 16.99% Sheraton 16.43% Holiday Inn 11.41% Radisson 10.86% Ramada Inn 9.99% Hyatt Hotels 8.90% Secondary data useful for MarriottThe secondary data which will be useful for Marriott will be to identify the customers who have visited their hotel chain for purposes other than business.
While looking to identify the percentage of people special care and emphasis has to be laid out to find out the amount of money the people have spent on different hotels. Along with it a comparison has to be made regarding the increase or decrease in that particular sector and compare it with other players in the market.
This will help to find out whether an opportunity to improve the business exist in the market and will also highlight the different areas which are showing increased consumer growth (Frank, 2008).